MAM
Premier League and Irdeto Collaborate on Large-Scale IPTV Piracy Raids
MUMBAI: The Spanish National Police has publicly announced the success of the largest investigation to-date into a global illegal IPTV streaming business. In an operation led by the Spanish National Police in collaboration with police forces in the United Kingdom, Denmark, Europol, the Premier League and Irdeto, 14 locations were raided in Spain, Denmark and the United Kingdom. As a result of the raids, five people have been arrested for crimes of belonging to a criminal organization, intellectual property theft, fraud and money laundering.
The investigation uncovered a complex international technological infrastructure underpinning the illegal IPTV business, which comprised of 11 server farms distributed all over the world, some of them with more than 44 servers. The action has resulted in the shutdown of an illegal IPTV streaming business which allowed access to more than 800 television channels to subscribers in more than 30 countries, for subscriptions starting at 40 Euros per month. The business was also found to have several associated profiles on social networks, promoting services to obtain more customers.
The investigation began in late 2015, initiated by the Premier League as part of a global effort to combat illegal online redistribution of its content. The focus was on a website based in Malaga, offering IPTV subscriptions with access to a multitude of international pay TV channels. It was subsequently revealed that the website was run by a specialized international criminal organization with a presence in Spain, Denmark, United Kingdom, Latvia, the Netherlands and Cyprus.
Premier League Director of Legal Services, Kevin Plumb said: “The success of this investigation is a further example of the Premier League’s hugely impactful global anti-piracy programme. We are achieving unprecedented success in the protection of our media rights, with ground-breaking Court orders blocking illegal streams and numerous actions against suppliers of illegal Premier League content resulting in significant prison sentences.
“The support of the authorities is crucial in our anti-piracy efforts and we are very grateful to all the agencies that played a pivotal role in this operation, particularly the Spanish National Police for leading this collaborative investigation. We will continue to invest in cutting-edge technology and work with law enforcement agencies and other stakeholders across the world to protect our rights.”
The illegal operation was found to have changed multiple servers periodically and gradually, creating new web pages in an attempt to go undetected by law enforcement. The illicit business was also combined with companies created to conduct lawful activity related to the provision of telecommunications services, internet and hardware, to hide profits and avoid detection.
During its operation, the business is estimated to have made roughly eight million euros, with those arrested in Spain residing in luxury residences on the Malaga coast. As part of the operation, police seized 12 high-end vehicles, real estate and blocked bank accounts. Of the five people arrested, three were arrested in Spain, detained and sent to prison following appearances in court.
“The scale of this investigation is testament to the seriousness of piracy as a crime and the impact it can have on the industry,” said Mark Mulready, Vice President – Cybersecurity Services, Irdeto. “We will continue to support our customers, partners and law enforcement agencies to identify large-scale cross-border pirate networks and help combat piracy, resulting in the shutdown of these illegal businesses and hopefully directing consumers to legitimate and safe content sources.”
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
