2 entertain, the video distribution subsidiary of BBC Worldwide, the commercial arm of the BBC, is to launch its top-selling titles with a Digital Copy feature. This initiative will enable consumers to transfer digital files contained in the DVDs of TV content onto laptop computers, games consoles and portable devices such as iPhones and Blackberrys.

In a strategic move aimed to increase the value of DVD by offering flexibility for consumers to enjoy their favourite TV programmes and TV talent, 2 entertain has agreed terms with Sony DADC to use their eBridge Digital Copy system.

Each release will feature three extra versions of programmes – one in Windows Media (WMV) format for PC-enabled playback, one optimised for smart phones such as Blackberrys and the other in MPEG4 format for mobile playback on iPhones and iPods.

A technology previously dominated by publishers of movie content, DVDs including Digital Copy will be launched on some of 2 entertain’s biggest specially-commissioned TV titles. Released next week, Jeremy Clarkson's new DVD Clarkson - The Italian Job will be the first title to launch as triple play – DVD, Digital Copy and Blu-ray packaged together (also available on DVD including Digital Copy).

Further DVD titles launching with Digital Copy include this year’s biggest new stand-up comedian on DVD John Bishop Live, the first-ever Richard Hammond and James May DVD collaboration Top Gear Apocalypse and leading fitness guru Davina McCall in Body Buff.

"We are incredibly excited to be one of the few TV DVD publishers who are pioneering a new technology that will add substantial value to the DVD experience,” says Stuart Snaith, 2 entertain Managing Director. “Our consumers are increasingly looking to watch their favourite TV programmes and movies on a range of platforms both at home and on the move. By adopting Digital Copy we enable consumers to watch their favourite DVDs whenever, wherever and however they wish - in one move."

Further titles which 2 entertain have ring-fenced for distribution with digital capability include CBeebies hit show ZingZillas: World Music Tour and Aardman’s Shaun the Sheep Party Animals, James Corden's hilarious panel show for Sky League of their Own and Sky’s Ten Minute Tales featuring some of Britain's greatest writing and acting talent.

Story filed 11.11.10