That first line of defence is often to send a Digital Millennium Copyright Act (DMCA) takedown notice to the website hosting the illegal link, as well as to Google, which may display a link to pirated content as a search result term (the DMCA is a US law that potentially punishes websites that do not remove copyrighted content quickly after receiving a notice from copyright holders). “Obviously, rights owners have their own copyright administration system where they have regular takedown efforts that works through the year with the online community, including Google," explains Saikrishna & Associates partner Ameet Datta. But for Indian movie studios-as for studios in many other countries-the shutting down of KAT was just one very public spearhead of a multi-pronged strategy against online piracy.
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