Despite the increase of movie piracy, Optical Media Board (OMB) chairman Ronnie Ricketts is veering away from doing violent raids in areas where pirated media are rampant.

Benric Asia's Security and Risk Operations for Motion Picture Association in the Philippines Paul Ingram shared during the recently-concluded World Intellectual Property Day press conference that movie piracy has unfortunately gone up, just five years since the Anti-Camcording Law was enacted in the Philippines.

'We go back a little bit. In 2009 to 2010 we were looking to about 44 counts each When the anti-camcording was enforced in 2010 it dropped significantly That 2011 to 2012 we're down from one to two. By 2013 to 2014 it shot back at 15 counts. This 2015 we have two counts, so far but the trend is definitely up,' Ingram shared.

Ricketts, for his part, shared that OMB is now starting to reach out to what he calls as 'the roots' or barangay and university level to educate the public.

According to him, their team was able to learn that they resort into piracy because they don't have any other means of livelihood.

'That's what we found out so we are trying to tap (sic) with the mayors like last week I was with Mayor [Edwin] Olivarez. So, yesterday I was in Baclaran already, next week I'll be in Quiapo to talk to Mayor Erap [Estrada]. So, that's my style of reaching out with the vendors not just to the local leaders but to the barangay level,' he said.

The reason he's going to the core is 'Because barangay they can see what's happening on the ground, they report to the Mayor and then you go down the barangay level and see what they can do and how they can help you. As with the precinct station.'

As of the moment, the OMB has its ongoing flagship campaign 'Bawal Kumopya' which conveys a strong informative message on the significance of promoting and protecting intellectual property creations and its related rights.

'Info campaign, non-stop pa rin siya. I'm trying to talk to the mayors. Nakita namin ang ganda pala ng suporta so kinakausap namin ang mga vendors. Pagbalik ko ayoko muna ng mga drastic na actions, panget naman. What I did when I started, I tried to reach out again,' Ricketts shared.

Contrary to the raids enforced by the previous OMB chair, Ricketts takes pride in claiming that he's trying to do a holistic approach in resolving illegal camcording in the country.

''Yung operation papasok 'yan eh, we call it the holistic approach. That's what I do, you try to be visible... Kasi parang bata 'yan eh. You have to remind them constantly. Kasi kapag nakikita nila sa raid nakikita nilang nagkakasakitan ang naiisip nila 'Kawawa naman ito oh, bakit naman ganon sila oh?' When you sort of have it paralleled, may operation may enforcement, may legal aspect tapos may information drive tapos may reach out and then may dialogue [mas effective],' he said.

The former actor shared that the ongoing dialogue that he's been doing with the vendors have been very fruitful as far as lessening pirated DVD selling.

'They're so thankful na hindi ko kaagad tinira na pinaliwanag ko muna ang sitwasyon na if ever there's going to be an operation ayokong nagkakasakitan tayo. Kasi nabalitaan ko noon medyo nagkakasakitan, ako kasi right away gusto ko tao tayo lahat eh, you know they're doing this alam mong mali but you have to guide them,' he said. 'And then when they see that you're sincere sumusunod rin sila. Doon ako nata-touch rin.'

Since he's well aware that the piracy problem also stems from the lack of livelihood, Ricketts shared that he's also taking steps towards addressing it on behalf of the vendors.

'Puhunan rin kasi ang kailangan nila kaya doon ako papasok with TESDA and the local government na baka may konting funds na matulungan rin sila. Kasi you have to treat them equally rin,' he said.

But is there a follow through?

'Oo ako mismo pumupunta ako sa area. Tatambay ako or kakain ako doon. Wala kasi akong bodyguard kaya sila mismo napapansin nila ako. Ayoko kasi ng imposing eh,' he said.

For Ricketts, follow throughs also need not be violent. 'Para sa akin last resort ang ilabas ang baril. Ayoko ng baril. Minsan babae ang nagbebenta kailangan mo bang labasan ng baril? Kawawa naman ‘di ba?' He said.

'Tapos may mga bata na maliliit they see the trauma. Galing sila sa Mindanao, gera tapos darating sila sa manila gine-gera pa rin sila. You're sending a wrong signal to the kids,' he ended.