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UltraViolet Consumers’ Bridge to the Digital Future

SUPPLEMENT TO 2 UltraViolet: Consumers’ Bridge to the Digital Future » www.HomeMediaMagazine.com

Acknowledgements Warner Home Pictures Home Entertainment Universal Studios Home Entertainment Dolby Rovi Neustar Media DEG: The Digital Entertainment Group

Produced by Home Media Magazine www.HomeMediaMagazine.com « UltraViolet: Consumers’ Bridge to the Digital Future 3

ULTRAVIOLET CONSUMERS’ BRIDGE TO THE DIGITAL FUTURE

Executive Summary

he fall 2011 launch of UltraViolet, more nation’s largest retailer, has announced that come than one observer has noted, was a “trans- April, customers can bring their Blu-ray Discs or Tformational” moment in the history of into any of the giant retail chain’s more home entertainment. That’s because the concept than 3,500 U.S. stores and an associate will help is truly revolutionary in that it puts consumers them gain access to a copy in the cloud for $2 firmly in the driver’s seat when it comes to bring- for an equal conversion for DVDs and Blu-ray ing entertainment into the home — or watching Discs or $5 for an upgrade from DVD to high- it on the go. definition. UltraViolet is a new initiative — with solid Each week, more than 100 million customers backing from the major Hollywood studios, key visit a store, representing nearly one- retailers, consumer electronics manufacturers third the total U.S. population. And once they and various other product and service provid- get a taste of how easy, simple and inexpensive it ers — that lets consumers access the rights to is to digitize their movie libraries, the thinking movies and other content in a digital locker in goes, they’ll be hooked, prompting them to buy the cloud, whenever they choose, on whichever physical media with instant UltraViolet capabil- device they choose. ity in the future, as well as buy online via Buy it once, own it forever, and watch it over and apps when instant purchase and use is more and over again in perpetuity on the family convenient. HDTV, on your computer, on your tablet or even Other large retailers, including , are on your . expected to follow suit. Also, on the consumer It’s a bridge between the physical world — electronics front, Samsung in March became the DVDs and Blu-ray Discs — and the digital world. first major manufacturer to include this disc-to- For studios, it’s a way to revive home video sales digital capability on its new Blu-ray Disc players. by offering movie lovers more flexibility in how A variety of key industry partners are support- and where they access their content. For consum- ing UltraViolet. As it did with the launches of ers, it’s a simple, cost-effective and convenient DVD and Blu-ray Disc, DEG: The Digital En- way to enjoy entertainment at home, at work or tertainment Group, the industry consortium that on the move. It also eliminates confusion caused promotes home entertainment products, has put by so many different distribution formats and its unified industry muscle behind UltraViolet. platforms. No more losing movies downloaded The DEG believes strongly in promoting Ultra- from iTunes. No discs accidentally mailed Violet as the best way to access, collect and enjoy back to Netflix. digital entertainment. The studios collectively Most of the major studios are including have come together under the umbrella of the UltraViolet on upcoming releases. Consumers DEG to work together to promote the promise buy a title, either digitally or a physical Blu-ray of UltraViolet. or DVD, then activate a free UltraViolet account The DEG throughout the year is developing online and unlock access to a from tools with a consistent consumer message to the cloud, which holds it in permanent storage for educate retail partners, inclusive of a compre- instant access on a wide range of viewing devices. hensive educational and marketing campaign, Consumers also can apply UltraViolet technol- in addition to a multimillion-dollar advertising ogy to their existing disc libraries. Walmart, the spend later this year. 4 UltraViolet: Consumers’ Bridge to the Digital Future » www.HomeMediaMagazine.com

What Is UltraViolet?

ltraViolet is a digital rights authen- players, Internet TVs, tablets and smart- tication and cloud-based licensing phones. Usystem that lets consumers stream UltraViolet doesn’t actually store files. and download purchased content to multi- The rights for purchased content are stored ple platforms and devices. It embodies the in the cloud. UltraViolet coordinates and “buy once, play anywhere” approach that manages the rights for each account, but lets users store digital proof-of-purchases not the content itself. Content actually under one account and then play back that is stored in the cloud by UltraViolet- JUST THE STATS content anywhere, at any time, on any compatible retailers and streaming pro- device, regardless of the original format or viders. By creating a digital-rights locker In the first five months since its launch, point of sale. rather than a digital media storage locker, 1 million households have become UltraViolet is backed by the more than UltraViolet bypasses the cost of storage UltraViolet account holders and users, 70 members of the Digital Entertainment and bandwidth used when the media is ac- even with fewer than 100 titles available Content Ecosystem (DECE) consortium, cessed. In addition, by only managing the from only four studios to date. Research which includes movie studios, retailers, rights and licensing of content, UltraViolet has shown that a significant segment of consumer electronics manufacturers, insulates itself from future technological the population will continue to purchase cable companies, ISPs, network hosting advances, allowing users to keep watching content, especially if the value proposi- vendors, and other Internet systems and content they have purchased. tion of ownership takes advantage of security vendors. Apple’s iTunes is not DECE members developed a Common what the Internet and today’s digital integrated with the UltraViolet platform at File Format for downloads designed to play devices can provide, like cross-platform this time, but and others support in all UltraViolet players and work with interoperability, while addressing the UltraViolet streaming and downloading all DECE-approved DRM. The format is shortcomings we’ve seen in the earliest on both the iPad and the iPhone, in addi- based on existing standards from MPEG, stages of the digital market. tion to Windows, Mac OS and Android. SMPTE and others, and originally was de- DECE-commissioned research* sug- Consumers create a free UltraViolet ac- rived from the Protected Interop- gests that UltraViolet will give consum- count either through a participating Ul- erable File Format specification. Because ers an incentive to choose buying and traViolet service provider and through every downloaded UltraViolet title arrives in owning more often when that they look the UltraViolet . Six household this format, it will play on any UltraViolet- for movies and “paid for” TV shows to members are allowed per account. An compatible media player app or device. watch at home or on the go. Research UltraViolet account provides access to a There are two profiles for files and play- found that about 60% of consumers digital rights locker where licenses for ers: standard-definition (SD) and high- say they’d be likely to buy more often purchased content are stored and managed definition (HD). An SD player will play because of UltraViolet. Also, interest in regardless of where this content was ini- only SD files. An HD player will play SD UltraViolet is particularly high among tially purchased. Account holders will be and HD files. high-value consumer segments: 18- to able to stream UltraViolet-enabled content Much of the work done by DECE is be- 34-year-olds, Blu-ray Disc users (buyers most places they can connect to the Web. ing adopted by MPEG in updates to the as well as renters), households with kids Consumers also will be able to use up to 12 MPEG-4 container format and as part of and iTunes users. UltraViolet-compatible media player apps the MPEG Dynamic Adaptive Streaming or hardware devices and copy UltraViolet over HTTP (DASH) format. Therefore, *August 2011, with more than 1,570 U.S. download files directly among them. In the Common File Format can be used in respondents addition, consumers have the option to other systems and is expected to become obtain a physical copy (disc or secure flash broadly deployed. memory stick) when they’ve made an initial UltraViolet files are not required to be UltraViolet purchase for instant digital encrypted, but they usually are. The files delivery. are encrypted using AES keys, which are Content also may be streamed over then protected using each of the required broadband services. Up to three streams DRM systems, with the DRM-specific can be simultaneously transmitted. Com- information placed in the header. Both patible devices include set-top boxes as ISO scheme (PSSH/CENC) and IPMP well as Internet-enabled devices such as frameworks are allowed. computers, game consoles, Blu-ray Disc UltraViolet selected five initial DRM www.HomeMediaMagazine.com « UltraViolet: Consumers’ Bridge to the Digital Future 5

! ULTRAVIOLET Your online library of movies and TV shows that lets you watch how, where and when you want

! MULTIPLE ACCOUNT MEMBERS ! DISC Up to six family or household members can use Included with select Blu-rays and DVDs; disc copy a single UltraViolet library available as an option with digital purchases

! STREAMING ! DOWNLOADS You can watch your UltraViolet titles Get copies for your devices so over the Internet you can watch when there’s no Internet

! MULTIPLE DEVICES Watch on the devices you want with even more choices coming soon

technologies, allowing restrictions man- chosen for its compatibility with many wide availability on PCs. agement on a broad range of devices: tele- connected TVs; OMA CMLA-OMA v2, Using the Common Encryption technol- visions, set-top-boxes, Blu-ray Disc and selected because of its strong position ogy, any of these DRMs can be used to play DVD players, games consoles, PC, tablets on mobile devices; Microsoft PlayReady, the same file. There is no need to download and . These include picked because of its wide availability on another version to use a different DRM. DRM, chosen for its strong personal computers and CE devices; and The same file works everywhere (for a position on set-top boxes; Marlin DRM, Adobe Flash Access 2.0, chosen for its given screen size). 6 UltraViolet: Consumers’ Bridge to the Digital Future » www.HomeMediaMagazine.com

UltraViolet — How It Works: A Step-by-Step Guide

or starters, you’re going to need to sign up for an UltraViolet account via Fa participating retailer’s website or at UVVU.com. Each studio requires you sign up at their sites as well, but once you do, all the sites will link together. Such individual sign-ins will simplify over time as the eco- system evolves. Here are the studio sites at which you’ll need to register: » www.Flixster.com (Warner Bros.) www.flixster.com www.ultraviolet.sonypictures.com » www.ultraviolet.sonypictures.com (Sony Pictures) » www.UniversalDigitalCopy.com (Uni- versal Studios) » www.ParamountMovies.com (Para- mount) Once all the preliminaries are out of the way, accessing your UltraViolet library is a straightforward process.

OPTION 1: Flixster (Warner Bros.)

The easiest way to access UltraViolet www.UniversalDigitalCopy.com www.ParamountMovies.com content is through Flixster. To redeem UltraViolet titles from Warner Bros., Sony time you attempt to download a movie Pictures or Universal, visit the Flixster OPTION 2: Studio Sites (Sony, Universal and from the respective studio. (Once DECE home page, which has a banner link to a Paramount) introduces the Common File Format dur- page listing the titles that offer UltraViolet. ing the summer of 2012, this step will not If you have one of these titles, find the slip You can redeem any UltraViolet code be needed.) of paper containing the special UltraViolet directly at the appropriate studio site by fol- code included within the case. Click on lowing the instructions on the slip of paper MOBILE DEVICES: the box art for the title you need, enter included with the disc. You can play that the code and you’ll be able to watch the studio’s UltraViolet movies you own at the The easiest way to view an UltraViolet movie within seconds. You can see which studio’s site as well. movie on a mobile device is through the UltraViolet titles you own by using the Moreover, Paramount titles are available free Flixster app, which allows you to stream Collection tab at the top of the Flixster for purchase electronically without a disc. movies over Wi-Fi or 3G and download home page. When you click on a movie movies in your collection to your device in your collection, you will have the op- OPTION 3: Download (again, over Wi-Fi or 3G). To stream or tion to either watch it via streaming or to download a full-length movie, simply log download it to your computer. If you expect to find yourself without an into the Flixster app to access your movie The streaming mode is advantageous Internet connection but still want to access collection. because it doesn’t take up extra space on the movies in your library, you can down- UltraViolet works for iOS devices via the your hard drive or storage device, but it load a copy to your computer. When you Flixster app found in the App Store. The does require an Internet connection. visit your library at Flixster or any of the latest version of the Flixster app (v5.2), Paramount titles are not yet redeem- studio sites, the info page for each title will available through iTunes, is compatible able or playable through Flixster, so you’ll give you the option to watch or download it. with iPhone (3G and up), iPod touch (2G have to go to the Paramount site to access In order to play the download, you will and up), iPad 1 and 2, and requires iOS 4.0 those titles. need to have downloaded and installed a or later. Flixster does not work on older- Flixster will be adding more ways to separate movie player for each studio. The generation iPods due to their inability to watch movies in the future. instructions to do this will appear the first download apps. 5 5 3

5 2 2

Visit sonypictures.com/uv to learn more

© 2012 Layout and Design Home Entertainment Inc. All Rights Reserved. 8 UltraViolet: Consumers’ Bridge to the Digital Future » www.HomeMediaMagazine.com

Paramount UltraViolet titles can be free account at .com. There will be a charge of $2 to activate watched on mobile devices by accessing First, check if the movie you want to digital access to a standard-definition ver- your library through your mobile device’s convert is on the list of pre-approved Vudu sion for each selected DVD or a standard- Web browser. movies from UltraViolet-member studios: or high-definition version for each Blu-ray. Sony, Warner, Universal, Paramount and DVDs can be upgraded to an HD digital BUILDING YOUR Fox. If it is, take your discs to a participat- copy for $5. Once the digital version is ac- DIGITAL LIBRARY ing Walmart store and visit a clerk at the tivated, users can watch them on compatible photo department or behind the counter in computers, set-top boxes or mobile devices Starting April 16, movie fans can expand the electronics department. If you have any by logging into their Vudu accounts. their digital libraries in the UltraViolet questions about this process, just take the The conversion fee is charged at the coun- cloud by using Walmart’s Disc-to-Digital disc to Walmart and a clerk will be able to ter. Vudu will link to UltraViolet, just like service. determine title availability and open a Vudu the studio sites. Movies activated through Using the service requires you to create a account for you. Vudu will be viewable via Flixster.

UltraViolet — Studio Support

he Hollywood studios are solidly Violet label attached include Green behind UltraViolet, with product Lantern, Harry Potter and the Teither already available or in the Deathly Hallows — Part 2, Happy pipeline from four of the six majors: War- Feet Two and J. Edgar. By the end ner Bros., Sony Pictures, Universal Studios and of 2012, Warner expects to have Paramount. 20th Century Fox and , about 26 UltraViolet-compatible which made headlines with its recent theatrical new-release titles in U.S. purchase of Summit Entertainment — stores. Warner also was the first home of the lucrative “Twilight” franchise major studio to release an Ultra- — also are on board. Only Walt Disney Violet-enabled title outside of the Studios is absent, at least for , as the United States (Final Destination company pursues its own digital locker 5 in the United Kingdom), with strategy. plans to release significantly more Warner Home Video began supporting Ul- throughout the year. traViolet at launch last fall and promises “Our support of UltraViolet has The Smurfs to package UltraViolet digital rights with always been about improving the home every disc, both Blu-ray and DVD, for no entertainment experience for the con- has bundled UltraViolet with 12 of its additional fee. sumer,” said Ron Sanders, president of new-release and catalog Blu-ray titles, High-profile releases with the Ultra- Warner Home Video. “UltraViolet offers, including Moneyball, Drive, Monty Python among many other benefits, the and the Holy Grail and The Girl With the ability to access your movie col- Dragon Tattoo. lection from anywhere and share SPHE will continue including Ultra- it with family, even if they’re Violet with key new-release and select elsewhere, which is a huge up- catalog Blu-ray titles throughout 2012, grade for the consumer. And now including Men in Black 3 and The Amazing that UltraViolet has the support Spider-Man toward the end of 2012. Ad- of Walmart, more and more con- ditionally, given the strength and grow- sumers will be able to find out ing momentum of the UltraViolet for- just how easy it is to get started.” mat, SPHE will include UltraViolet with Sony Pictures Home Entertainment new-release DVDs and as a standalone, (SPHE) began supporting Ul- electronic sellthrough (EST) offering via traViolet in December 2011, online digital retailers in the near future. with the Blu-ray Disc releases “UltraViolet is the ultimate bridge be- of The Smurfs and Friends With tween physical and digital media, making Harry Potter and the Deathly Hallows — Part 2 Benefits. Since then, the studio content ownership easier, more appeal- ULTRAVIOLET™ IS HERE AND IT’S CHANGING THE WAY PEOPLE BUY AND ENJOY MOVIES.

Neustar® Media is the architect and developer behind the UltraViolet coordinator. As a trusted technology and information services company, we help content providers, consumer electronics manufacturers and retailers create rich and personal experiences for people.

Visit us at www.neustarmedia.biz

UltraViolet and the UltraViolet logo are trademarks of Digital Entertainment Content Ecosystem (DECE) LLC. 10 UltraViolet: Consumers’ Bridge to the Digital Future » www.HomeMediaMagazine.com

ing and a better value for consumers,” before have home entertainment said David Bishop, president of Sony consumers had the opportunity Pictures Home Entertainment. “Ultra- to add such value to their Blu-ray Violet enhances the value of consumers’ and DVD collections. With Ul- current movie and TV collections, and traViolet, now mainstream audi- provides confidence that the investments ences can easily and conveniently they make in those collections going for- store and access their movies ward — both physical and digital — are through a digital cloud, afford- future-proof. This added flexibility allows ing them unprecedented freedom consumers to purchase movies and TV and flexibility to enjoy their fa- shows in whichever format they choose vorite , anytime, anywhere with the ability to enjoy them on whatever and on virtually any device to best device they choose.” fit their lifestyle. Universal Studios Home Entertainment “We see the introduction of launched its UltraViolet titles in Decem- UltraViolet as a truly revolution- ber 2011 with Cowboys & Aliens. Other ary moment in our business,” high-profile UltraViolet titles include Kornblau said. “We think that Tower Heist, Hop and the upcoming Con- consumers have been waiting a long time for a simple Transformers: Dark of the Moon and convenient way to digitize and store their existing movie and flexibility to enjoy our content how collections. Consumers still and when they want it,” said Dennis Ma- want to own physical copies guire, president of Worldwide Home Me- of their favorite movies. Ul- dia Distribution for . traViolet serves as the perfect “Whether they prefer a hard copy on the complement to movie owner- shelf, a digital download, on-demand ship, enabling consumers to viewing or a secure file in the cloud, con- jumpstart their digital librar- sumers now have an array of options like ies and future-proof their never before.” collections.” 20th Century Fox Home Entertainment has Paramount Home Media Distribu- not yet announced its UltraViolet plans. tion in January began offering At the January 2012 Consumer Electron- titles enabled with UltraVio- ics Show (CES) in Las Vegas, division let, including Transformers: president Mike Dunn said Fox sees Ul- Dark of the Moon, Paranormal traViolet as “a component to the digital Activity 3, Hugo, The Adven- ecosystem we’re trying to construct and tures of Tintin and Footloose. not the digital ecosystem. Our job is to Cowboys & Aliens Consumers can redeem the build this digital ecosystem to deliver an UltraViolet-enabled copy from their exciting and simple customer experience traband, Safe House and Big Miracle. At DVD or Blu-ray and can access their Ul- that we hope will lead to mass consumer the start of 2012, the studio embarked on traViolet digital locker through the pro- adoption.” a strategy to enable with UltraViolet every prietary ParamountMovies.com website. Lionsgate, too, is a supporter, although new theatrical release debuting on Blu-ray The site also offers more than 50 films in plans have not yet been announced. Disc, along with “event” catalog titles and high-definition or standard-definition for “Lionsgate has been an aggressive sup- select TV releases. Universal also has set digital download with UltraViolet rights porter of alternative formats for deliv- up a website with simple instructions and or for video-on-demand. Paramount is ering content to consumers with the a comprehensive set of frequently asked the first studio to launch a site that of- choice and convenience that they want,” questions at universalhidef.com/ultravio- fers a variety of additional films on EST said Ron Schwartz, EVP and GM. “We let/whatisultraviolet/. that can be purchased directly and stored were one of the earliest supporters of “UltraViolet is the groundbreaking via UltraViolet or rented for one-time UltraViolet, and we will release our first catalyst that is swiftly ushering in of the viewing. titles on the format before the end of the golden era of digital movie ownership,” “With the launch of our UV-enabled year. Our launch plans for UltraViolet said Universal Studios Home Entertain- titles and ParamountMovies.com, we are and other digital locker initiatives will ment president Craig Kornblau. “Never giving consumers unprecedented freedom be announced soon.” No Compromises You want one format that can do it all—deliver premium audio across the range of new devices and services, but also remain compatible with existing systems. That’s Dolby® Digital Plus. It’s the audio format of choice for today’s online services, and the only true no-compromise solution. There’s no reason to settle for less.

Learn more at dolby.com/streaming. 12 UltraViolet: Consumers’ Bridge to the Digital Future » www.HomeMediaMagazine.com

Retail Support for UltraViolet

he Hollywood-driven UltraViolet ini- cess will be stamped in the tiative received a big shot in the arm in middle of the disc to prevent TMarch 2012 when Walmart, the coun- copies from being used for an- try’s biggest retailer, announced it would other account. Employees will start allowing its customers to access movies verify the disc with a barcode. in their existing disc collections into the He said “thousands and thou- cloud for a nominal fee. sands” of titles will be available Beginning April 16, customers can bring at launch, including most top Blu-ray Discs or DVDs they already own titles from the participating into any of more than 3,500 U.S. Walmart studios: Warner Bros. Home Enter- stores and pay $2 to access digital copies tainment, 20th Century Fox Home from the cloud. DVDs can be converted to Entertainment, Sony Pictures Home high-definition access for $5 per title. A $2 Entertainment, Paramount Home Media Distribu- to Best Buy, the huge consumer electronics Blu-ray Disc digital transfer will be in high- tion and Universal Studios Home Entertainment. chain, as a likely candidate to roll out a similar definition. At a packed press conference at Consumers must sign up for a Vudu ac- service in the coming months. Best Buy is a the Hollywood Roosevelt Hotel, the site count to receive access, though Walmart founding member of the DECE. of the very first Academy Awards, Seong employees will do it for them on site, requir- Also on board the UltraViolet bandwagon Ohm, SVP and GM for Walmart Enter- ing only a phone number and an email ad- is .com, the No. 1 online retailer, tainment, said the retailer did a volume of dress. Consumers then will receive a Vudu which in January at CES became the first research that showed the price point was membership card. official retailer to announce its intent to the “sweet spot” for consumers, adding that John Aden, EVP for general merchandising launch UltraViolet in 2012. Little infor- some people were willing to pay more. at Walmart, said the service will remain an mation about Amazon’s involvement has All digital versions that are recognized in-store endeavor at Walmart photo centers. been released, although observers expect the through Walmart will be accessed through “Walmart Entertainment’s new disc-to- company to both aggressively promote Blu- the chain’s Vudu transactional video-on- digital service will allow our customers to ray Discs with UltraViolet capability and demand and electronic reconnect with the movies eventually sell UltraViolet-compatible mov- sellthrough website, they already own on a va- ies without needing to buy a physical disc. Vudu.com. All content riety of new devices, while “Companies who have come together accessed through Vudu preserving the investments to create UltraViolet believe it’s a real in addition to copies they’ve made in disc pur- game-changer, dramatically enhancing the purchased separately chases over the years,” he value of content ownership for consum- also will be available on said. “We believe this rev- ers, and enabling vital efficiency gains via UltraViolet. olutionary in-store service standardization,” said Mark Teitell, GM The move effectively will unlock new value for and executive director of DECE. “Having extends UltraViolet to already-owned DVDs and launched UltraViolet into the consumer the back end, to existing will encourage consumers marketplace just a few months ago, we’re Blu-ray Disc and DVD to continue building physi- pleased and encouraged by industry par- libraries. cal and digital movie librar- ticipation and the rate of consumer adop- “This is a monumen- ies in the future.” tion, with more than 1 million accounts tal step for UltraViolet,” Paramount’s Maguire said created to date. Walmart’s launch marks Sony Picture’s Bishop the retailer is the perfect an important milestone in the evolution of told the Bloomberg news place to start the disc-to- the ecosystem. service. “This is what the digital initiative, pointing “UltraViolet users will benefit from a promise of UltraViolet to Walmart’s reach of more broader set of capabilities, including disc- was when we started it.” than 100 million consum- to-digital upgrades for DVDs and Blu-rays, Chris Nagelson, VP of ers per week — equal to availability of UltraViolet-enabled titles for entertainment merchan- one-third of the entire U.S. instant digital purchase via Vudu, and the dising for Walmart, told population. added convenience of having easy access to Home Media Magazine Other retailers are ex- UltraViolet-enabled titles from five leading that the discs that are pected to follow suit, with studios in one shopping and viewing envi- used to grant UV ac- many observers pointing ronment for the first time.”

14 UltraViolet: Consumers’ Bridge to the Digital Future » www.HomeMediaMagazine.com

Other Support for UltraViolet

t also takes major consumer electron- ics backing and an army of technol- Iogy companies to successfully launch something as bold and industry-changing as UltraViolet. It’s there. Warner’s Flixster already is available on tens of millions of devices, and Panasonic’s 2012 line of Viera Connect devices, includ- ing HDTVs and Blu-ray Disc players, will include the Flixtser application, allowing UltraViolet users to view their content easily. Merwan Mereby, Panasonic’s VP of inter- active content and services, said the move represents a shift toward introducing the connected, digital experience to new con- sumers. Samsung made a huge splash at this year’s CES, bringing not only Flixster to its 2012 HDTVs and Blu-ray players, but also a At its 2012 CES booth, Samsung featured a demo of its Disc to Digital feature, which allows con- disc-to-digital feature to Blu-ray players, sumers to access their disc libraries from the cloud via UltraViolet. allowing UltraViolet users to add their existing disc collections to their digital “Rovi Digital Copy Solution can provide company’s technology, which provides the cloud libraries. Working with an authorized CE manufacturers, digital storefronts and backbone and underlying platform that retailer, such as Walmart, users will be able movie studios with an opportunity to ac- drives the digital locker. Neustar also is to add an UltraViolet copy for a fee and also quire new customers, generate new revenue, prepping the launch of Catalyst, a white- can upgrade a standard DVD to high-def. and introduce more consumers to the flex- label turnkey digital storefront that will LG Electronics also is counted among the ibility and convenience of digitally delivered enable retailers, service providers and con- hardware companies that have signed on entertainment,” said Corey Ferengul, EVP tent providers to swiftly and easily bring to with DECE, along with Nokia, Toshiba, of product management and strategy for market their own digital storefront featur- Motorola Mobility, Sony and Philips. For Rovi. ing UltraViolet technology and content Dell, the hope is to bring UltraViolet access As a member of the DECE and a licensee offerings while seamlessly integrating and to its entire portfolio of consumer products, of UltraViolet, Rovi enables UltraViolet managing UltraViolet and non-UltraViolet including tablets, laptops and desktops. Digital Library support within existing and content within their existing or new digital To get all this UltraViolet technology future customers’ storefronts, allowing con- experience. working, dozens of upfront and behind- sumers to buy UltraViolet-enabled content “Within four months, UltraViolet had the-scenes technology companies are at and/or access their entertainment purchases more than 1 million users, which compares work. from a broad range of devices. Rovi Enter- extremely well against any other digital The Samsung service is powered by Ultra- tainment Store is an end-to-end, white- media platform rollouts, and even against Violet-backer Rovi, which unveiled its Rovi label solution for digital storefronts and is legacy disc rollouts,” said Tim Dodd, Neu- Digital Copy Solution at CES. Rovi Digital behind more than a dozen digital offerings star Media GM and VP. Copy Solution integrates into consumer from major brands, including Best Buy, He noted that UltraViolet now is work- electronics devices and PC applications, al- RIM and Dixons. ing across almost every device imaginable, lowing them to recognize a movie on physi- There are other players behind the scenes a boon for the “buy one, play anywhere” cal disc, authenticate its origin and then that make UltraViolet work. theme of the product. trigger access to a copy from a cloud-based Neustar Media has worked with DECE, “From Neustar’s point of view, we’re very digital library. Rovi Digital Copy Solution the cross-industry consortium behind Ul- happy with how it’s come out so far,” Dodd is built on Rovi Cloud Services and inte- traViolet, since its 2008 inception. Con- said. grates with Rovi Entertainment Store and sumers may not be familiar with Neustar, On the sound side, both Dolby Labora- UltraViolet store implementations. but UltraViolet wouldn’t work without the tories and DTS lend their expertise, with www.HomeMediaMagazine.com « UltraViolet: Consumers’ Bridge to the Digital Future 15

Dolby Digital, Dolby Digital Plus, Dolby also is a DECE member. TrueHD, DTS, DTS HD, DTS Master Adobe, a founding member of DECE, Audio and DTS Express all represented. was behind the first UltraViolet-enabled UltraViolet content can be authored with titles from Warner Home Video — Horrible Dolby TrueHD for studio-master quality Bosses and Green Lantern — with the titles lossless audio. Dolby also has updated its protected by the company’s Flash Access DECE Members Dolby Media Generator, a professional content protection system and playing on software solution for content encoding, to Flash-based applications. support Ultraviolet’s Common File Format. Software security and media technology » Adobe » MobiTV Dolby is working closely with studios and company Irdeto works with other DECE » Akamai Technologies » Motorola Mobility DECE ecosystem partners to provide sup- members as a digital service provider, lend- » AMD » Nagravision port and tools for the creation, distribution ing its media authorization services. » Arxan Technologies » NBCUniversal and playback of high-quality multichannel Akamai Technologies, which offers dis- » BBC Worldwide » NCR Corporation audio for UV titles. Dolby says its Dolby tribution services to content owners, pro- » Best Buy » NDS Group Digital Plus, the audio technology power- vides video streaming of UltraViolet titles » Blockbuster » Neustar ing surround-sound for Netflix, Vudu, via its HD Network technology, which » BluFocus » Nokia Best Buy CinemaNow, HBO Go and streamlines code redemption and account » British Sky » others, is an ideal solution for UltraViolet management. Its service is available to Broadcasting » PacketVideo content. both entertainment retailers and content » BT » Panasonic “High-quality audio is essential to en- providers. » CableLabs » Paramount Pictures tertainment, and technologies like Dolby Over at DECE member Arxan Tech- » Catch Media » Philips Digital Plus play an important role in the nologies, the name of the game is security » Cineplex » QuickPlay Media UltraViolet standard,” said John Couling, technology, with the company lending its Entertainment » RIAA VP of Dolby’s E-media Business Group. code and key protection software to pre- » Cisco » Red Bee Media “Dolby Digital Plus delivers high-quality vent reverse-engineering of applications » » Roadshow sound for more than 640 million devices and content on computers and mobile de- » Cox Communications Entertainment today and most of the world’s leading over- vices. DRM technologies involved with » CyberLink » Rogers the-top services. We are extending our protecting UltraViolet include Widevine » CSG Communications leadership to the UltraViolet ecosystem, Technologies Inc., Verimatrix, Microsoft » Dell » Rovi working with studios and other partners and Verance. » Deluxe Digital » Saffron Digital to deliver a true studio-quality playback QuickPlay Media lends its technology to » Deutsche Telekom AG » Samsung Electronics experience. As a founding member of the provide rights-protected UltraViolet across » DivX » SeaChange DECE consortium, we are proud to help multiple platforms, including mobile de- » Dolby Laboratories » Sonic transform the way people enjoy digital vices. » DTS » Sony entertainment.” Empathy Lab helped get the UVVU.com » Elemental » Sony Pictures Walmart’s Vudu has been successfully site off the ground and working seamlessly. Technologies Entertainment using Dolby Digital Plus since 2008. Vudu Software companies CyberLink, Pack- » Empathy Lab » Technicolor and Walmart are offering consumers an etVideo and Elemental Technologies; » FilmFlex » Tesco upgrade to HD video and Dolby Digital semiconductor companies AMD and Mar- » Flixster » Testronic Laboratories Plus surround sound through the Disc- vell Semiconductor; Blu-ray testing and » Hewlett-Packard » Toshiba to-Digital program (see www.vudu.com/ quality-control company BluFocus; cloud » Huawei Technologies » 20th Century Fox disc_to_digital.html). technology companies Catch Media and » IBM Entertainment Computing technology companies back- CSG; and networking tech company Cisco » Intel » Verance ing UltraViolet include HP, Microsoft, all have a hand in delivering the world of » Irdeto » Verimatrix IBM, Intel, NVIDIA and Fujitsu Semicon- UltraViolet to the consumer. » LG Electronics » VeriSign ductor America. DECE also counts multinational net- » Liberty Global » Vudu And on the cable and telecommunica- working telecommunications company » Lionsgate » Warner Bros. tions side, Comcast, Cox Communica- Huawei Technologies, network infrastruc- » LodgeNet Interactive Entertainment tions British Sky Broadcasting Ltd., Rogers ture company VeriSign, digital technology » LOVEFiLM » Widevine Communications Inc. and Liberty Global company Zoran, Deluxe Digital, LodgeN- » Marvell Technologies have signed on with DECE, offering the et Interactive, Red Bee Media, SeaChange, Semiconductor » Zoran potential of UltraViolet being accessible Testronic Laboratories, Technicolor and » Microsoft via their offerings. Nonprofit research and NCR Corporation among its member development cable consortium CableLabs companies.