In a bid to protect its IPR, Entertainment One has also e

entered an anti-counterfeiting alliance initiated by Chinese e-commerce giant Alibaba that sees more than 130 brands from hom

e and abroad share information and technical support as well as pool their resources to combat piracy.

According to Matthew Bassiur, vice-president and head of globa

l IP enforcement at Alibaba Group, the company uses algorithms to identify and r

emove infringing items before they can even get on the e-commerce platform. Alibaba also issues alerts for products wi

th a significant number of customer complaints and investigates its manufacturing, distribution and supply chain.

Pfeiffer noted that tackling piracy can be time intensive and costly but the company s

tands to “reap longer-term benefits in both stopping current infringement and deterring future ones”.

“What is clear is that the Chinese authorities appreciate the challenges we face as a brand, and that they are incre

asingly willing to assist where possible to support the protection of our IP,” he said.

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