It seems that asking people nicely to stop downloading illegal anime isn't enough. Since approximately 40,000 anime are illegally distributed online on a monthly basis, this is a serious concern for companies involved. After all, if they don't earn money for their work, they could lose their jobs and fewer anime can be made.
Studio Ghibli, Sunrise and Toho are among the companies trying to stop this. Next month they'll start looking at large sites in China that are known for sharing videos. But it's not going to stop with China. It's going to search for illegal downloads in other nations, too.
The idea is to instantly search for select titles, like Ponyo. If Ponyo or one of the other titles pop up on a site, the site will be informed it must take the video down. The site will probably be asked nicely, but the point will be made.