Sony partners with Markscan to tackle illegal streaming during FIFA World Cup

The 2018 FIFA World Cup kicks off today with the host nation Russia taking on Saudi Arabia. While the world's top teams will battle it out on the pitch, Sony Pictures Network India (SPNI) is tackling a different set of opponents off it. Broadcasters have been dealing with the menace of illegal streamers for quite some time now. However, the problems linked with privacy rise exponentially when major events like the World Cup are telecast.

While many anti-piracy bodies will be trying report and take off illegal live streams during the event, SPN has decided to put its anti-piracy efforts at work even before the first ball has been kicked.

SPN has been working with Markscan, an Indian anti-piracy body, to make sure illegal streamers don't run riot during the World Cup.

Sony holds the TV, radio, mobile, and broadband broadcasting rights for the FIFA World Cup in India, Bangladesh, Bhutan, Maldives, Nepal, Pakistan, and Sri Lanka.

Markscan has sent out pre-emptive warnings to piracy websites that will be streaming World Cup matches illegally.

“Protecting our copyrights is of utmost importance to us, and we have invested substantial resources towards this effort. We have an on-going contractual relationship with several companies (including Markscan) in the anti-piracy space. We work closely with these companies depending on the specialization required," SPN, general counsel, Ashok Nambissan told Indiantelevision.

According to a the statement in the Neowin portal, MarkScan on behalf of SPN has warned potential defaulters with a strict note saying, “Our client [Sony] will be streaming the matches and content related to FIFA World Cup 2018 in the Indian sub-continent countries on its web and portal Sony Liv, which is the official internet and mobile broadcaster of FIFA 2018.”

“By way of the present caution notice issued to you, we caution you and your website, not to indulge in any broadcasting, rebroadcasting, making available for viewing and / or communicating to the public, the FIFA 2018 matches and any content associated thereof, without obtaining permission / authorization from our client”, Markscan added.

One of the recipients of the warning said, under the condition of anonymity, that the warning will not deter their plans and that they intend to stream the entire tournament.