Business Matters is a daily column that offers insight, analysis and opinion on the day's news.

-- U.K., shadow culture secretary Jeremy Hunt criticized Lord Mandelson's plans to step up anti-piracy measures. "Do we really want to prosecute someone that does a video of their cat with a Beatles soundtrack behind it and posts it on YouTube?" he asked. That's an odd rhetorical question that misses the mark. The anti-piracy plan he opposes has nothing to do with uploading user-generated content and everything to do with a graduated response to repeat file sharers. Besides, with the content filtering technology YouTube has in place, that Beatles clip probably isn't going to make it through. (Music Week)

-- The Recording Industry of Japan wants heavier piracy controls on mobile phones, the preferred music device of the marketplace. A system that would put piracy-blocking software on every mobile phone could be in place in 2011, according to participants with knowledge of the talks. The Financial Times explained how it would work: "Under the system proposed by the RIAJ, whenever a user tried to play a song, software in their mobile phone would ask a security server whether it is covered by copyright. If so, and the phone did not have a code to indicate it was bought legally, the song would not play. ... The proposed system is possible because Japanese mobile operators control all the software in their handsets, said Yoichiro Hata, technical director of the RIAJ and a member of the working group." (Financial Times)

-- Surprises about the Zune HD, which goes on sale today. One is Quickplay, which gathers most-played and recently added songs. "It solves one of the greatest problems with an MP3 player: as you add more music, it gets harder to find and immediately start playing the songs you're most excited about. Quickplay basically adds an alternate menu on the Zune home screen...which automatically displays songs you've most recently played, as well as songs you've most recently added." (Digital Noise)

-- Michael Robertson has created a bookmarklet called "EMI You Lie" that people can install in their browsers and use to see whether or not a promotional download is by an EMI artist. Background: EMI has sued Robertson's MP3tunes and Sideload search engine over the legality of its music locker service. In its complaint against Sideload, EMI has claimed that all EMI tracks found through the search engine are infringing - which would mean it does not distribute MP3s for promotional purposes - so Robertson has gone through the effort to locate examples in which EMI has offered free MP3s for promotional purposes. (Michael Robertson's blog)

-- A study by the Association of National Advertisers found that 39% of marketers plan to cut their advertising budgets over the next six months. Over 29% plan to reduce their budgets by at least 20%. About 44% plan to keep their budgets the same. Marketers were asked the same questions in January and February and 49% said they would cut their budgets over the next six months. In actuality, 62% of them did cut their budgets. (BtoB)

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