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Tuesday, July 20, 2010
Digital Entertainment Content Ecosystem Unveils UltraViolet Brand


A group of media and electronics companies will soon start testing a system that will let you watch the movies you buy wherever you are, regardless of formats and other technical hurdles.

Like ATMs, your account would follow you, no matter what brand of machine you use.

Developed by the Digital Entertainment Content Ecosystem LLC (DECE LLC), a cross-industry consortium dedicated to driving a new, open market for digital content distribution, the UltraViolet represents a new way for consumers to have greater choice, confidence and freedom in how, when and where they enjoy digital movies, TV shows and other entertainment.

Complementing the physical DVD and Blu-ray home entertainment markets, UltraViolet will allow consumers to watch their digital entertainment across multiple platforms, such as connected TVs, PCs, game consoles, smartphones and tablet PCs, in an easy, consistent way. Since all UltraViolet offerings will work together, consumers will be able to select which products and devices they prefer from a spectrum of familiar companies ? ranging from major studios to consumer electronics companies to cable, web and other service providers. In addition, the UltraViolet name and logo will help identify entertainment products and services designed to work together seamlessly.

"The introduction of the UltraViolet brand is another important step towards the consumer launch of UltraViolet products and services," said Mitch Singer, DECE president and CTO of Sony Pictures Entertainment. "Our goal is to firmly establish UltraViolet as the symbol for digital entertainment ? one that gives consumers the freedom of access wherever they are, the confidence of knowing how it will work and the broadest choice of content, stores and devices."

The UltraViolet experience will be powered by a cloud-based UltraViolet Account, which will include a Digital Rights Locker and account management functionality. Consumers will be able to create an UltraViolet Account, free of charge, via one of the many participating UltraViolet service providers or through the UltraViolet website. Once created, this Account will allow consumers to access and manage all of their UltraViolet entertainment, regardless of where it was purchased.

Technical specifications and licensing details for companies who wish to offer UltraViolet content, services and devices, are expected this year.

DECE also announced the addition of LG Electronics, LOVEFiLM and Marvell Semiconductor, Inc. to the consortium. Although the consortium contains a broad swath of companies including Toshiba Corp., Best Buy Co. Inc. and Netflix Inc., it does not include Apple Inc., or The Walt Disney Co.

Disney is attempting to come up with its own digital locker system called "KeyChest" that seeks to accomplish roughly the same thing.


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