DVDs are becoming popular in India

The Hollywood-based Motion Picture Association (MPA) and the Indian Motion Pictures Producers' Association (IMPPA) are launching a joint initative in the Asia-Pacific region.

MPA vice-president Michael C Ellis, in Bombay to talk to his Bollywood counterparts at a trade fair, said 6.1 million pirated DVDs were seized in the region last year - representing a loss to the industry of $600m (�373m).

"The losses are just enormous considering it takes $89.4m (�55.7m) to make one movie in Hollywood and only one out of 10 movies to makes a profit," Mr Ellis said.

He added that the Indian movie industry, which makes 800 films a year, loses nearly 17 billion rupees ($356m/ �222m) annually due to piracy.

"What were are talking about is a huge economic and social problem."

An anti-piracy drive which has already been launched in Korea, Indonesia, Malaysia, Singapore, Taiwain, Thailand and the Phillipines will now be introduced to India.

'Hit it hard'

Mr Ellis said the strategy included raids on factories and other sites producing illegal DVDs across India.

"Along with IMPPA, our aim is to target the source and hit it hard," he said.

"We have raided two factories already."

At least 15 sites are known to be producing illegal DVDs in India, where disc piracy is still in its infancy.

Actor Vivek Oberoi said out of 132 films made by Bollywood last year, all but eight lost money.

"The loss incurred by a movie producer here is largely due to pirates as pirated copies of his product are available even before the official release of the film," he said.

"This is frustrating. Why should a pirate make a profit and I incur a loss as all that money he makes should actually be earned by producers and distributors?"

Producer Bobby Bedi called for tougher punishments to combat the rise in piracy.

"A rap on the knuckles will not do. You need severe punishment," he said.