my colleague and good friend from nbcu, universal, larry conrad from the university of north carolina, joseph store from the state university of new york. as we discussed the problems posed by online piracy and counterfeiting, there is an important fundamental truth to remember about our business, the film and television industry. hollywood is pro-internet. we are pro-innovation. our business is built on innovation. just look at i max, 3d, instant streaming, video on demand, along with many other ideas. i believe it is critically important that any solution to the piracy problem protect a free and open internet and continue to foster cutting edge innovation. it is also clear that any overall solution will need to include a plan of action. and our nation's colleges and universities. congress recognized this in 2008 with the passage of the higher education opportunities act. under that law it requires institutions of higher learning to reduce it on their own university networks. university students are growing up in an era far different from the one that many of us were involved in when

. >> next we're hear from larry conrad, vice chancellor for i.t. and the coe for the university of north carolina. >> good afternoon. and thanks for the opportunity to come and speak on this topic, which i think i can speak on buy half of my colleagues across the country in higher education. we do take this very seriously. as any rate, as i was talking with my panel of colleagues, we thought it would be great to work our way down, if you will, batting clean-up. so we've heard lots of things about the problem, lots of things about the challenges. so colleges and universities all this stuff comes down to someone like me who has to figure out what do we do about it, what can we do about it? the good news for unc chapel hill, we've come up with what we think is a multi-facetted approach to the thing. while we certainly have technology at the base, our fundamental idea is not really a technological idea. what we're trying to do, as they've heard i think from everyone here, is our goal is to change people's behavior. it's a terrible analogy, i guess, but

will be the panelists you'll hear from shortly, my industry colleague and friend dick cotton, larry conrad from the university of north carolina and jason stort from the university of new york. as we discuss the problems posted by online piracy and counterfeiti counterfeiting, there's an important truth to remember about the film and hollywood industry. hollywood is pro internet. we are pro innovation. our business is built on innovation. just look at imax, 3-2, instant treatmenting, video on demand, along with many other ideas that have been built on this industry. it's critically important any solution to the piracy prab lem protect a free and open internet and foster cutting edge innovation. it's also clear any overall solution will need too kplu a plan of action at our nation's colleges and universities. congress recognized this in 2008, with a law. university students are growing up in an era far different from the one that many of us were involved with when we went to college and university. it's far different from students that attended college even a few years ago. information is a

. >> next we'll hear from larry conrad, vice chancellor of i.t. and and cio for the university of north carolina. >> good afternoon. i think i can speak on behalf of my cio colleagues across the country in higher education. we do take this very seriously. but at any rate, as i was talking with my panel colleagues as we were planning about how to approach this we thought it would be great to sort of, you know, work our way down, if you will, a hierarchy which leads me batting clean-up. so you've heard lots of things about the problem, lots of things about the challenges. so at colleges and universities, ultimately all this stuff comes down to somebody like me who has to figure out, okay, what do we do about it, what can we do about it? the good news, i think, as we -- for unc, chapel hill, we've come up with what we think is a multi-facetted approach to the thing. and while we certainly have technology at the base, our fundamental idea is not really a technological idea. i mean, what we're trying to do is, as we've heard, i think, from everyone her

[applause] >> next we'll hear from larry conrad, vice chancellor for i.t. and the cio for the university of north carolina. >> good afternoon and thanks for the opportunity to come and speak on this topic, which i think i can speak on behalf of my cio colleagues across the country in higher education. we do take this very sickly. but anyway, as i was talking with my panel colleagues, as were planning about how to approach this, without a degree to sort of work our way down, if you will, a hierarchy which leads me batting cleanup. so we have heard lots of things about the problem. lots of things about the challenges, and college and universities altar boys all the stuff comes down to someone like me has to figure out okay, so what do we do, what can we do about it. the good news i think, for unc chapel hill we've come up with what we think is a multi-faceted approach to this thing. and while we certain have technologies, their fundamental idea is not really a technological i.t. what we are trying to do as we've heard a thing from everyone here is our goal is

[applause] >> next we will hear from larry conrad, vice chancellor for i.t. and the c.i.o. for the university of north carolina. >> thank you and good afternoon. i think i can speak on behalf of my colleagues across the country in higher education, we do take this very seriously. as i was talking with my panel of colleagues as we're planning how to approach this, we thought it would be great to work our way down a hierarchy, which leaves me batting cleanup. we have heard lots of things about this problem brigid lots of things about the challenges -- problem. lots of things about the challenges. all of this comes down to somebody like me who left to figure out what can we do? the good news, i think, is we have come up with what we think is a multi-faceted approach. while we certainly out technologies, our fundamental idea is not really a technological idea. what we are trying to do, as we have heard from everyone here, is to change the behavior. it is a terrible analogy, i guess -- it is trying to work with the mexican government to cut down on drug smuggling. you got to cut