A huge consortium of media and technology companies have announced the launch of UltraViolet. UltraViolet tries to make it easier to see movies you’ve purchased on a wide variety of hardware devices. UltraViolet has a huge list of supporters, but a competitor called KeyChest is already on the horizon.
UltraViolet makes use of cloud computing
You will find a large number of big media companies within the UltraViolet consortium. The basic idea is that a cloud-based account at UltraViolet –uvvu.com — will track and record film purchases. Customers will then be able to use this “digital token” that will allow them to play the film on a wide variety of devices and services. You can watch a movie that you purchased at Best Buy with your Comcast account. Buy a Blu-ray DVD, then play the film on your smartphone. The goal is ultimate cross-compatibility with minimal hassle.
Competitors and challenges facing UltraViolet
There is already a format war shaping up with UltraViolet as one of the major players. Disney is working on its own digital rights management system called KeyChest. Pixar Studios and Marvel Entertainment movies are both owned by the Walt Disney Company. The Walt Disney Company 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 Digital Management System will end up in use?
If we are to use the example of previous format wars, there will be a few years where both systems exist. In the end, the format the pornography industry chooses will be the one most likely to win as in each other format war. Most comparable music-industry systems have failed because of either customer backlash or corporate support. It will take a lot to win customer support for either KeyChest or UltraViolet – but it could have to do with the library, the support, and also the user interface.
