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UltraViolet, http://tdg.bz/pyIQ4J the long-in-coming and much discussed video-centric "digital rights locker" cloud service, will see the first launch next week of a supported content title. Warner Brothers will release Green Lantern on UV-enabled Blu-ray October 14, with other major studio UV Blu-ray titles to follow.
Ultraviolet, backed by DECE (a consortium of five of the Big Six film studios plus retailers, CE makers, cable operators, and tech companies), aspires to usher in an era of easy pay once/play anywhere for consumer purchases of video content via physical media, streaming, and download. The website notes "UltraViolet is the online digital library that frees you to choose how and where you want to enjoy your movies and TV shows." There is even a menu pick labeled "Total Freedom." Supported devices include the full range of consumer media platforms including PCs, set top boxes, game consoles, Blu-ray players, smart TVs, smart phones, and tablets.
But the reality of UltraViolet seems somewhat removed from these promises. While it may be unfair to expect a new digital service to deliver on all of its promises from day one, there are enough devils in the details to make consumer acceptance of UltraViolet platform a challenging proposition.
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