The Ultraviolet initiative is pegged to be a hot topic at IBC this year; Irdetos Christopher Schouten gives Broadcastpro ME an insight into the technology. The Ultraviolet initiative will launch in the US and the UK later this year and is being backed my major Hollywood studios. The initiative will allow end users to purchase […]
The Ultraviolet initiative is pegged to be a hot topic at IBC this year; Irdetos Christopher Schouten gives Broadcastpro ME an insight into the technology.
The Ultraviolet initiative will launch in the US and the UK later this year and is being backed my major Hollywood studios. The initiative will allow end users to purchase digital copies of movies that can be stored online and transferred between devices without additional cost.
Christopher Schouten, senior director solution marketing for Irdeto told BroadcastPro Middle East: The reason the Ultraviolet consumer brand entity Digital Entertainment Content Ecosystem (DECE) was founded was to address the concern of Hollywood studios that there was no unified system for digital delivery for premium Hollywood content which would replace physical DVDs and Blu-rays.
Members of DECE include Warner Bros. Entertainment, Netflix, Microsoft, Hewlett-Packard, and Best Buy.
The objective is to create an ecosystem in which consumers license content once and use it on different media,” stated Schouten.
Once purchased, Ultraviolet content belongs to a household and not just to an individual. The account is maintained on the Ultraviolet website where up to six users and twelve devices can be registered. Content can therefore be accessed on these devices. However those rules could change over time, according to Schouten.
Speaking about whether Ultraviolet will replace physical media like DVDs, he pointed out: There will continue to be people who will prefer physical media but the DVD publisher can include electronic rights with the dvd. There will be an Ultraviolet coupon inside a DVD or Blu-ray disk.
As of now, Ultraviolet is not supported by Apple or Disney. Schouten feels that the success of the initiative will depend on how actively consumers support it and is positive about what it has to offer.
On a consumer perspective openness of Ultraviolet content is very convenient. Also, people that have bought into that ecosystem are satisfied. The fact that Ultraviolet is supported Hollywood studios means access to newer and fresher content that is premium.
The Middle East however may still have to wait a short while for Ultraviolet.
Stated Schouten: As soon as it is feasible to launch in the Middle East, it will. The Middle East will benefit from the experience of initial trials. There is no speculation yet. Using my own logic DECE will be supported by major global content manufactures who will be looking at supplying to global markets including the Middle East obviously.
