BitTorrent has long been one of the most popular ways to move large files like movies over the Internet quickly, with more than 170 million users. The problem is more than a few of those users have been using the free and open platform to share pirated content.
"The reason they use it to move around illegally traded movies is because it's the best way to move larges files, not because BitTorrent's got any relationship with piracy," said Matt Mason, the company's head of marketing. He added the company has never been sued.
"BitTorrent is like the MP3—it's a new disruptive technology. If you remember 10 years ago, lots of people thought the MP3 was something for piracy," Mason said. "Now today, we know that it's a really fantastic technology that lots of industries, including the music business, have gotten a lot of benefit from."
As you can tell from the above statement, BitTorrent has embarked on an image makeover. "Facebook uses BitTorrent to update Facebook. Twitter uses BitTorrent to make internal code updates to Twitter, same thing with Wikipedia, Etsy," said Mason. Clients also include the Large Hadron Collider and the Human Genome Project.
The company began a PR offensive this fall with a series of mysterious billboards in major cities. The campaign tapped into concerns about privacy. "Your data should belong to the NSA," read one billboard. Later the billboard changed to, "Your data should belong to you." While a few critics have mocked the campaign as hypocritical, Mason said more than 90 percent of the social media mentions were positive. "It showed us that in this post-NSA world that we live in, people are worried about servers," Mason said.
And what company relies on servers to transfer content? Netflix, for one. Netflix may be the real target of BitTorrent's new campaign, as the two companies have been trading jabs over which one rules the Web.
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