Similarly, fansubbing has been regarded as an equivalent for TV. In the anime industry context, the role of TV is crucial in nurturing consumer demand for DVDs. For example, the Japanese anime industry witnesses fans normally testing the anime via TV viewing and then deciding on their purchase of DVDs and Blu-ray DVDs (my interview with two commentators from the Japanese anime industry). Hence, Japanese anime producers have traditionally treated TV broadcasting as a form of advertising. While lamenting the lack of TV coverage of anime in the United States, English fansubbers see their activity as serving as free promotion. Interestingly, this aspect of fansubbing was widely acknowledged by the US anime industry. Until recently, the industry was generally nonchalant towards fansubbing but tended to agree on its viral marketing and market tester aspects.
Witnessing the expansion of digital fansubbing and the ubiquity of fansubbed anime on the Internet, the industry has broken its silence and begun challenging fansubbing’s legitimacy. It now defines fansubbing as piracy, and asks fans to stop making and using fansubs (Smith 2007).