RIAA Files Second Wave of Lawsuits

The Recording Industry Association of America (RIAA) has launched a second wave of lawsuits against users of internet2 (a specialized high speed version of the internet that makes it ideal for file sharing). By adding 20 new schools to the list, RIAA has greatly expanded the number of students involved in the case.

"As long as students continue to corrupt this specialized academic network for the flagrant theft of music, we will continue to make it clear that there are consequences for these unlawful actions," said Cary Sherman, President, RIAA. "With the multitude of legal music alternatives available to students today, there is simply no excuse for this ongoing, illegal downloading on college campuses."

RIAA is the trade group that represents the U.S. recording industry. Its mission is to foster a business and legal climate that supports and promotes our members' creative and financial vitality. Its members are the record companies that comprise the most vibrant national music industry in the world. RIAA members create, manufacture and/or distribute approximately 90% of all legitimate sound recordings produced and sold in the United States.

"Whether its done on a computer at home or one in a college dorm room, the act of theft is one and the same," said Sherman. "These lawsuits have had a significant educational impact on the public and have helped to arrest the staggering growth of digital music theft. We will continue to aggressively pursue them."

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Why Multimedia Content Is Good For You!

Whilst competition is, in many instances, a good thing, in terms of pushing up the quality, reducing the cost to the end user, creating greater choice in the marketplace and harbouring innovation it presents the problem of engagement, particularly in the online sphere.

The rich media and applications of sites like the BBC, YouTube, Trip Advisor, the quality editorial of shopping portals including Amazon and the major social networking sites of Facebook and Bebo fight for attention against conventional platforms, and whilst this statement doesn't consider the innumerable users and their diverse online needs it goes in some way to illustrate the state of the playing field, and how the bar really has been raised.

But what is your strategy? How can you engage customers? How do you compete for their attention? And once you've got customers, how do you retain them? In addition, how can you make cost savings in your marketing by turning visitors into loyal repeat customers who might in turn spread the word about your products and services?

One such engagement tool is multimedia content, which encompasses audio and video content. These multimedia mediums, allow business and website owners to engage with users and communicate differently to the traditional static pages of text and images users might expect from much of the web.

An excellent example of this might include branded videos which describe your services, 'sell' your products and encourage readership in a way that pages of content just can't, as well as differentiating yourself from the competition.

This user centric approach serves the needs of the ever savvy user, who craves information and will just as quickly move off your website if they cannot find the information they need, and multimedia content is another tool to effectively communicate.

Multimedia content needn't stop at video either as the use of podcasting technology represents a further opportunity to demonstrate authority in your sector by communicate news, interviews and other discussions in the form of a downloadable podcast, over, or in additional to, traditional static pages.

Therefore the opportunity to increase your conversions is presented when harnessing multimedia content, which can

- Heighten the perception of your brand

- Cement your position as an authority within your field

- Enhance the user experience

- Naturally attracts links to your website

- Differentiate from your competitions and

- Encourage customers to visit the other pages of your website or 'find out more'

In this age of competitively, engagement is a key consideration, and this is just one reason why multimedia content is good for you.

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This article is free for republishing - One link must be active. 2008 Simon Dance

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