Microsoft’s Silverlight is the technology powering virtual DVDs, which are planned for availability this fall. Created via a partnership between online retailer Tesco and Microsoft, virtual DVDs are part of an upcoming service positioned as the next generation of home video viewing, according to the two companies. The service will only be available to UK customers, the duo informed, and it will be valid for select home video titles that will be acquired directly from Tesco. Specifically, users will be able to download a digital copy of the movies they buy and enjoy a virtual DVD experience. Microsoft and Tesco assured that the new service will deliver the same level of quality as movies on DVD or Blu-Ray.
“Tesco is excited to be the first retailer to partner with a broad range of major movie studios to offer this next-generation movie experience,” revealed Rob Salter, category director for Entertainment at Tesco. “For the first time, consumers will be able to enjoy a DVD equivalent experience with digital movies, which paves the way for more advanced viewing experiences enabled through Silverlight.”
Silverlight-based virtual DVDs will work with both Windows and Mac OS X, namely the main platforms for which Microsoft is offering the Silverlight plug-in. And it is because the plug-in that the content can be accompanied by additional functionality, including web-based interactivity and a new viewing experience unavailable via the now traditional digital playback products.
“Microsoft is committed to enhancing digital entertainment to deliver richer quality video and, ultimately, more enjoyable and interactive experiences for the viewer through technologies like Microsoft Silverlight,” added Gabriele Di Piazza, senior director for the Media & Entertainment business in the Communications Sector at Microsoft. “We believe this alliance will offer consumers in the U.K., and eventually additional markets, the opportunity to download a digital copy that is truly the equivalent of a physical disk - with the same package of navigation, bonus features and director commentaries.”
Of course, Windows and Mac OS X users that will acquire virtual DVDs from Tesco will be able to enjoy the standard interactivity and bonus content that have become inherently associated with physical DVDs. But while maintaining the level of quality, virtual DVDs will offer a variety of network-connected features. The promise is that content such as auto-updated trailers, exclusive bonus materials, movie parties complete with online chats, music discoverability and even networked gaming capabilities will all come packed with virtual DVDs.
“This is just the beginning. In the future we expect to offer our customers innovative digital solutions that far exceed the DVD experience and deliver exclusive content, Web events and services wherever and whenever they want them,” Salter noted.
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