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BEIJING -- The Motion Picture Association (MPA), is hooking up with Microsoft and China’s Tudou.com to launch an online video contest called “Love Genuine, Protect IPR” which aims to beat the pirates with a softly-softly approach.

Online users in China are invited to direct and share short films which show either the risks of using pirated products or the value of using genuine ones, and MPA and Microsoft hope to boost awareness of the damage piracy can do and focus attention on optical disc piracy, online piracy, malware and security problems.

The contest started end January and runs until May. Winners get Microsoft sponsored rewards including Bill Gates autographed copies of Windows Vista Ultimate, 2007 Microsoft Office System, Lenovo laptop and desktop computers, and other Microsoft products. The creator of the best video will be invited on a one-week to Hollywood to visit the MPA's corporate head office and member companies film studios.

“Outreach is an effective vehicle to communicate the value of genuine products to consumers. Engaging consumers helps foster an honest and clean market,” said Mike Ellis, the MPA’s senior vice-prexy and regional chief.