London — Software major Microsoft Corp., on Wednesday revealed that it has made an alliance with Tesce, one of the world’s UK-based leading retail giants, to introduce a new service that will provide customers with DVD-quality movies delivered to them over the web using Microsoft’s Silverlight technology.
The new service is based on Microsoft’s Silverlight technology, will provide a similar level of quality as consumers have come to anticipate from DVD and Blu-ray, but with advanced Web-based interactivity and a viewing experience that goes beyond other digital playback products in the marketplace.
The “virtual DVD” service will become functional sometime this fall. It will allow Tesco customers who buy certain movies to also download digital copies of the flicks for their Windows or Mac computers. In addition to delivering high-quality video, the digital versions will include bonus content, related MP3 files and ringtones, and networked games. Tesco said it is working with “broad range of major movie studios” as part of the deal.
“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,” said Rob Salter, category director for Entertainment at Tesco.
“For the first time, consumers will be able to enjoy a DVD like experience with digital movies, which paves the way for more advanced viewing experiences enabled through Silverlight, Salter said in a statement.
“This is just the beginning. Although in future we hope 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 said.
The basic technology that delivers these experiences is the Microsoft Silverlight browser plug-in, which powers rich, interactive experiences on Windows-based PCs and Apple Macintosh computers across all popular Web browsers. Silverlight provides a powerful engine for premium media experiences and sophisticated network-connected applications. It also allows developers and designers to create and deliver the same application anywhere Silverlight is running.
“Microsoft is committed to improving digital entertainment to deliver richer quality video and, ultimately, more enjoyable and interactive experiences for the viewer through technologies like Microsoft Silverlight,” said 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.”
Microsoft asserts that the virtual DVDs will be playable both on Windows PCs and Macs. The companies stated that the interactive elements in the movies will include auto-updating trailers so studios can always promote their latest releases!, exclusive bonus content, online “viewing parties” with online chat, and tie-ins with related music, ringtones, and games.
Tesco, a retail chain, has grabbed the opportunity the technology presents to create new business ventures. The company has expanded its reach in recent years to create software and offer a Skype-like VoIP service.
While details of the forthcoming service are scarce, customers who buy DVD movies from Tesco will be able to download digital copies of the title to their Windows PCs and Macs.
Though the virtual DVD service initially will be available only in the U.K., Microsoft said it expects to branch out to additional markets. The companies also did not offer any pricing information for the service, but expects to launch it in the “autumn”.