But while the level of fraud has increased overall, the scheme found that in the area of housing benefit, the value of overpayments has reduced.

BBC: Fraud detection scheme nets ?4.5m

"The benefit has always been that there's brand value or recognition in the title that helps it break through the clutter of the marketplace, " says David Bishop, president of MGM Home Entertainment.

CNN: Lights, Camera, Interaction!

The brand has come to be defined by polarizing social negatives, without a clear benefit or value proposition that it can claim as relevant and credible.

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