Potential in UltraViolet Platform

Since its debut in late 2011, the UltraViolet Platform has been the root of much debate in the video and entertainment industries, with some viewing it as the latest trend for movie-watchers, and others viewing it as a pointless hassle. KIT digital is mostly neutral- but first let us provide some background.

The UltraViolet concept itself is simple: Purchase a DVD (which comes specially marked with a digital copy code,) and you will have several ways to view it. This is where the complications start: You have to set up an UltraViolet account and install software on your mobile devices, before being able to watch the movies remotely on any device without the physical DVD. Consumers are able to store and view movies remotely from their ‘digital locker.’ Up to five people can be added to a single account (locker,) and be view/share movies at their convenience. However, the UltraViolet site is considered confusing, often buggy, and it is also not supported by iTunes because Disney isn’t a part of the consortium. Neither is Apple.

This technology was developed in response to falling DVD sales due to Netflix and Hulu and other streaming services. The U.S spending on home entertainment dropping by 5.1 percent, due to rentals, which were going up 10.9 percent. UltraViolet pushes DVD sales, and adds options without charging consumers extra. Amazon is selling DVDs with UltraViolet, and there are people are selling UltraViolet codes on Ebay (which may not be legal.) According to Spencer Wang of Credit Suisse, “Getting UltraViolet right is the single most important strategic issue for studios in 2012… all CEOs for the major entertainment consortiums need to be focused on getting it right.”

KIT digital believes that the UltraViolet platform itself is a wonderful idea that was released prematurely. This option is indeed better for the consumer, but the technology needs to be perfected. Content creators like 20^th Century Fox will incorporate UltraViolet once there are more places to buy and store movies, more devices to watch them, and common file formats for titles to be utilized. This cautious move may have been the best route.

Do you see the potential in the UltraViolet platform?