Entertainment is Going UltraViolet

Sections: Streaming, Video

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Portable media just got a little more portable with the unveiling of a new concept for digital media called UltraViolet. UltraViolet is a web-based service that will work hand-in-hand with online and brick and mortar retailers to deliver access to all of your digital media anywhere you like, on any machine you choose. Currently, if you are pondering a movie choice, there are a lot of options: digital download, blue ray, traditional DVD? If Ultraviolet takes off, though, you won’t have to make those choices. When you purchase media that bears the UltraViolet logo, you’ll be prompted to link it to your personal UltraViolet account, a digital locker with your personal proofs of purchase. With the link made, you and your family will be able to access all of your media on any device: computer, television, phones, game consoles, and portable audio devices. You’ll be able to the same game on multiple consoles, or share the same movies in different rooms of the house, or a friend’s house.

UltraViolet is being likened to a digital media ATM, something that will follow you wherever you go. And hopefully the library of available titles for withdrawal will grow and grow as more and more companies open up to the standard. Currently, UltraViolet is still facing hurdles from some companies that have proprietary formats, such as Apple. But more and more companies are lining up to come on board with the service, and the powers that be behind the service—among them Fox Entertainment, NBC Universal, Netflix, Paramount, and Sony Pictures—hope to begin testing by the end of the year. The list of participants is vast, but does not currently include Apple Inc., or The Walt Disney Co.

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