A consortium of content providers, delivery services, software and hardware companies called the Digital Entertainment Content Ecosystem (DECE) is ready to launch a business-to-business content licensing program based on the UltraViolet format. Haven’t heard of UltraViolet? Pretty soon, you will not be able to escape it.
UltraViolet is the child of 70 (and growing) companies including movie studios, technology providers like AMD or Akamai, device manufacturers like Toshiba and entertainment retailers like Netflix and Blockbuster. The program is designed to permit cloud access to digital rights through a “locker” system. In other words, after you purchase music or video, you can access that content everywhere. It is the entertainment industry’s attempt to strike back at a decade of Internet piracy and will soon be a significant part of consumers’ lives.
The business-to-business rollout of UltraViolet gives companies the chance to ensure that they meet technical specifications and are prepared to market content, services and products.
UltraViolet is an aggressive move initiated by the studios. As the primary content providers, the studios hold all the keys to legal viewing of their content. The purpose of UltraViolet is to allow all content providers to use one cloud and one set of Web standards for digital rights management (DRM).
“Consumers are looking for a better value proposition to own and collect digital movies and TV shows – a proposition that provides downloads, streaming and physical copy viewing options which are accessible on multiple platforms,” said Mark Teitell, the general manager of UltraViolet.
The format is based on the Common File Format that will play on computers, televisions, tablets and smartphones – basically, any device or platform that conforms to UltraViolet’s rules and standards. Netflix is a member of DECE and all the corporations that are part of Hulu (except Providence Venture Partners) are as well. DECE hopes to see a broad launch of UltraViolet by the fall.
Warner Bros. bought movie rating and information application Flixster earlier this year (which also owns movie critic website Rotten Tomatoes). The company hopes that application will be the delivery mechanism through which Warner Bros. brings UltraViolet content to consumers. It’s a interesting play by the studios as they try to put their foot down and control the flow of premium content across the Internet.
