A huge consortium of media and technology companies have announced the launch of UltraViolet. By acting as a “digital movie locker,” UltraViolet wants to help customers see a movie they have purchased on multiple devices. UltraViolet has a huge list of supporters, but a competitor called KeyChest is already on the horizon.
UltraViolet makes use of cloud computing
The UltraViolet consortium combines a huge number of media companies. An account at UltraViolet’s site, uvvu.com, will track all media purchases. The digital token they get from registering their media purchases can be used on many devices. In other words, purchase a movie on Comcast, then play it on Netflix. Blu-ray DVD purchases could now be played as a digital download. The goal is ultimate cross-compatibility with minimal hassle.
Challenges facing UltraViolet
A format war between UltraViolet is already shaping up. Disney is developing their own digital rights management system codenamed KeyChest. With a huge movie library that consists of Marvel Entertainment and Pixar studios, Disney controls a large number of movies. The Walt Disney Business has Steve Jobs as a board member. Apple has not signed onto UltraViolet, and it is likely that its iOS technology will not allow app developers to put UltraViolet on their devices.
Which management system will end up winning?
If previous format wars are any indication, there will be several years where both formats for digital rights management will co-exist. Within the end, the format that the pornography industry chooses could be the one probably to win as in every other format war. However, the music industry has long tried to create comparable digital rights management systems, most of which have failed rather spectacularly because of lack of corporate support and customer backlash. User interface, library, and customer support are all going to be deciding factors for KeyChest or UltraViolet.
