You may not have heard of UltraViolet yet, but it’s going to be getting a lot more attention in the near future. What happens to it after that, though, it anyone’s guess.
UltraViolet is a platform for storing, accessing, and enjoying digital media, and it’s the baby of the Digital Entertainment Content Ecosystem, a cross-industry consortium of heavy-hitters in entertainment, technology, and retailing. At the Consumer Electronics Show in Las Vegas, a panel of executives from the DECE gave a roadmap for UltraViolet’s rollout.
Products like DVDs and movie downloads will soon begin being sold with the UltraViolet logo. When they see that, consumers can get a free UltraViolet online account and register their purchase. That lets them store the movie in the cloud so it doesn’t take up valuable disk space, then access it on any of 12 computers. They can store in in the cloud, download it whenever they want, and view it on a variety devices.
The new platform exists as a response to slagging disc and download sales. Consumers don’t have confidence that movies they download now will be accessible in the future, panelist said, and so movie sales have slumped. UltraViolet is an effort to restore confidence by creating an easily accessible future-proof cloud-based library for content.
UltraViolet is a rebooting, said panelist Mitch Singer of Sony Pictures Entertainment.
“There’s nothing that should sound strange about a do-over; it happens all the same,” said Singer.