We kick off our IBC blogging today with a story about a tie-up between UK supermarket giant Tesco and Microsoft in the UK, who announced this morning that they jointly plan to offer a service this autumn which would allow DVD and Blu-ray quality ‘virtual DVD’ copies of movies to be downloaded for replay on PCs and Macs.The new service, built on Microsoft Silverlight technology, will include interactive features and other add-ons which the partners claim will offer a viewing experience that “goes beyond other digital playback products in the marketplace.”
The basic idea itself is not entirely new, in that it only applies to Tesco customers purchasing certain home video titles from their stores. So in addition to watching them through their DVD players on the TV screen, they will also be able to download a digital copy to a PC elsewhere in the home.
What is new, arguably, is making the DVD ‘bonus’ features available in this way on downloadable content, closing the gap between what is available on a physical disk and a virtual copy. The other significant aspect of the deal is simply that it involves Tesco - one of the UK’s home video sell-through giants. They have enough market power to firmly embed such a service in the UK market, providing it appeals to their customers.
One might also suggest that - if what is being offered is really ‘Blu-ray’ quality in some cases (which will involve quite a lengthy download!) - the (unidentified) Hollywood majors backing the venture appear pretty confident about using a software-based DRM system such as Microsoft’s to protect digital versions of HD premium movie content.
Microsoft hopes to extend this Silverlight-based concept to other markets in due course.
At IBC, Connected TV will be meeting Gabriele Di Piazza, senior director for the Media & Entertainment business in the Communications Sector at Microsoft, to quiz him about the new service and other recent developments.
We plan to post live from the show.


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