The Ultraviolet Alliance is attempting to address the limitations posed by current DRM standards on content buyers, by making content, once purchased legally, available on up-to 12 devices, and shifting the focus on ownership of content, instead of the device it is locked in to. Speaking at FICCI Frames, Mitch Singer, CTO of Sony Filmed Entertainment, said that users will be able to buy a Blue Ray disk, and once purchased, can choose to stream it instead: "Once I purchase it, the content goes to the cloud, and I get access to it in perpetuity. One of the important things about ultraviolet is that we have a common file format; one file for multiple delivery systems including broadcast, Multicast, streaming, Progressive downloads, Stored playback on multiple devices; One file for multiple screens including mobile phones, portable media players, PCs, game consoles, Internet TV etc. You don't get locked to a platform, and can personalize your collection with an Ultra Violet account." Singer said that the idea is to spark an interest in collecting again; studios were drooling over locking content to devices and expecting people to buy content separately for different devices, but younger consumers don't do that - they just want to download. On the other hand, if you buy Ultraviolet, then retailer would agree to load your new device with your existing content. It's still early days for the alliance - even though it has been three years in the works. At present, there are 70 partners on…
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