BEIJING: News Corporation is attempting to persuade consumers in China to ditch their habit of buying pirate copies of DVDs by marketing inexpensive, legal editions of movies from its Twentieth Century Fox studios.

The success of the plan depends on making DVDs more affordable and the suggested retail price for Fox's offering is between 20 yuan and 25 yuan, or around $3 (€2.33; £1.57) a disk. A pirated movie costs 10 yuan or less.

Nevertheless, Keith Feldman, who manages Fox's international home-entertainment business, is confident the strategy is sound as Chinese authorities are enforcing anti-piracy laws more effectively.

Fox has allied with Zoke Culture Group to act as it local distributor.

Data sourced from Wall Street Journal Online; additional content by WARC staff