Apple could face a stiff challenge from the rest of the digital download industry, which has announced plans to make it easier to play downloaded movies on all devices. But there’s no imminent sign of the plans leading to reality.

The new partnership, titled ‘Digital Entertainment Content Ecosystem’ (DECE) brings together the leading TV and movie studios, tech firms such as Microsoft and HP, and retailer Best Buy. Apple, CBS, Amazon and Wal-Mart are among the highest profile firms not yet involved.

The scheme is based around four principles:

1. All downloads from participating studios will be playable on all hardware from participating manufacturers
2. Buyers will be allowed to make unlimited copies and burn as many disc copies as they like
3. Buyers will be able to opt for a streaming copy only, which will be accessible from anywhere
4. The scheme will use open standards available for any company to mirror

Mitch Singer, chide of technology at Sony Pictures and the head of the DECE scheme, says there have been no discussions with Apple, but the firm is welcome to come on board. However, he pointed out that the DECE principles give much more consumer choice than Apple’s own digital content management.

The goal seems to be that downloading a movie should be as simple and reliable as buying a CD or DVD. The studios are looking for a way to combat the advantages of illegal downloads which are often far less hassle to use because there are few if any technical restrictions.

Singer even made the bold claim that “we believe we can actually develop and deliver a product to the consumer that’s better than free.” That sounds bizarre, though he may be referring to the higher quality picture and sound available compared with some (but not all) illegal downloads.

The big problem is that there are no specific measures on the table for making DECE’s principles a reality. The firms involved will have to develop a single standard, adjust their download files to meet it, then make sure it’s compatible with enough hardware devices to make it worthwhile. That could take years, and even then its success could be limited without the involvement of Apple, whose video iPod continues to dominate the handheld video market.

Related:

Entry was posted on Monday, September 15th, 2008 at 3:06 pm under Apple, Media players, Online video, Piracy.

Read more entries by John Lister.
Stumble It!