Click on the image above for more on this by Greg Sandoval in CNET News.
Hold the phone. Right after my previous post on the new UltraViolet system comes news of a potential — and I would say highly likely — deal between Wal-Mart and the UltraViolet consortium to help to roll out the UltraViolet system, with one really crucial new wrinkle; for the first time, much to my surprise, they’re thinking of “authorizing” some existing DVDs in your collection so they work in the new system, which would certainly give the entire process a boost. Apparently, as Greg Sandoval notes, Wal-Mart have been in talks with UltraViolet for quite some time, but now it seems a deal may be imminent.
But even with this potential deal, the UltraViolet system won’t really catch on until all existing DVDs can be “authorized,” which is still, apparently, not on the table.
According to Michelle Kung and Miguel Bustillo in the Wall Street Journal, “Wal-Mart is in discussions to provide an in-store service that will assist customers in registering DVDs they already own with the movie industry’s UltraViolet system, according to several people familiar with the matter.
The UltraViolet system, which has been slow getting off the ground, is a digital ‘proof of purchase’ system that allows a consumer to store movie or TV titles in a free, online personal library. Once a video has been added to the UltraViolet Library it can be streamed over the Web or downloaded for viewing on a computer, TV, or a range of mobile devices.
UltraViolet, which is backed by a group of more than 70 entertainment, technology and retail companies, was announced in January 2011, but so far has only about one million users in the country. The industry’s hope is that, with UltraViolet, it can encourage consumers to pay for content they might be tempted to download illegally from the Web. While UltraViolet accounts are free to set up, the initial process has been criticized as cumbersome.
That’s where Wal-Mart comes in. Employees of Wal-Mart will help customers create UltraViolet accounts, according to the people familiar with the plan. Wal-Mart staff will also check DVDs that shoppers already own, adding titles that are part of UltraViolet system to their accounts for a small fee, the people said. Wal-Mart is a member of the UltraViolet consortium.
The Wal-Mart service is expected to include several thousand movies, drawn from every major studio except Walt Disney Co., which isn’t a member of the coalition behind UltraViolet. The disc-to-digital service is to be offered in the photo-printing area of many, if not all, U.S. Wal-Mart stores.
An announcement is expected in early March, followed by a $30 million marketing campaign. It isn’t clear when the service would begin operating. A Wal-Mart spokeswoman declined to comment except to say: ‘We’re supportive of the UV coalition and are still thinking through how this technology can come to life in our stores and benefit our customers.’”
If this happens, given the fact that the UltraViolet system will allow users to download movies to a number of devices, and if the costs can be kept low, UltraViolet may take off. The “we’ll only let you use the system if you buy all new DVDs or Blu-Ray discs” bit has got to go; people are more than tired of replacing their entire collection from one platform to another as technology evolves.
The only problem with all of this is the sentence “Wal-Mart staff will also check DVDs that shoppers already own, adding titles that are part of UltraViolet system to their accounts for a small fee.” All — repeat ALL — DVDs should be authorized under the UltraViolet system. Without this, the selection will be too small to be meaningful. “Several thousand” movies is simply not enough. The service should allow ALL existing DVDs to be authorized by the UltraViolet system, and if a customer brings a title that isn’t in the system, there should be a process to add it right then and there, to keep expanding the library. If this isn’t done, the system will never catch on.
Allowing users to take their existing collection of DVDs to the Wal-Mart photo service counter, and have them uploaded while they shop, might make this whole thing work. It’s clear that all the studios, with the exception of Disney, are behind the new system; if they can get the nation’s largest retailer to go along, and include all existing DVDs — such as those in the Warner Archive — this whole thing might just work. Stay tuned.