Entertainment companies and internet providers are set to launch a major campaign to persuade UK consumers to use legal download sites.
Internet providers will also alert customers if they are downloading content illegally, before advising them where they can find legal material.
The government, which is supporting the Creative Content UK campaign, has pledged £3.5 million to an education awareness programme aimed at promoting legal ways to access music and films.
Music industry body BPI, the Motion Picture Association and internet providers including Sky, BT and Virgin Media are all involved in the campaign to boost digital growth.
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ITV said the move was to "focus our efforts on our digital platforms, in support of the main show."
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