The Digital Entertainment Content Ecosystem (DECE) has finally launched its digital content access UltraViolet system. Beginning this fall, consumers in the US should be able to purchase select movies and TV shows with UltraViolet rights.

DECE claims its ecosystem combines “the benefits of cloud access with the power of an open, industry standard – empowering consumers to use multiple content services and device brands interchangeably, at home and on-the-go.”

Becoming an UltraViolet licensee will enable companies to implement technical specs; market content, services and products with the UltraViolet name and logo; and make use of a centralized digital rights locker system for consumers’ management of their UltraViolet proofs-of-purchase.

Licensing is available for companies to participate in UltraViolet through one or more of five defined roles: content provider, retailer, streaming service provider, app/device maker, and download infrastructure/services provider.

Initial UltraViolet licensees are said to be beta testing the digital rights locker system, which DECE will operate as a shared cloud resource for all licensees. Neustar, a provider of network and digital media interconnectivity solutions, was selected by DECE as a key partner to build and operate the UltraViolet technology infrastructure.

“Interest in UltraViolet has been robust and we are excited about the number of companies seeking to play roles in the delivery of Ultraviolet to consumers in the coming months," says Mark Teitell, UltraViolet’s General Manager. However, with two months left to go, DECE has yet to announce any major licensees.

Access to rights is a tricky issue. Three of the six film studios –Warner, Fox, and NBC Universal – have deals with HBO to provide the premium cable network with exclusive access to new releases for specific periods of time, report CNET. Under HBO's contract, those three studios can't sell movies for electronic distribution during those windows. An UltraViolet-licensed service would have to remove those studios' movies from their digital shelves during an HBO window.

During the first half of 2011, DECE added eight new member companies, including AMD, Blockbuster Inc., CyberLink Corp., NVIDIA Corporation, PacketVideo Corp., Roadshow Entertainment, SeaChange and Walmart’s Vudu. DECE now includes more than 70 members in ten countries, spanning entertainment, software, hardware, retail, infrastructure and digital delivery.

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Story filed 25.07.11