UK supermaket chain Sainsbury's has licensed the Rovi Entertainment Store to power a new over-the-top video service. Expected to launch later this year, the movie storefront will reinforce Sainsbury's online channel growth strategy and complement its rapidly expanding digital entertainment lineup which currently includes music and ebooks. Sainsbury's will thus compete with market leader Tesco, and follows electronics group Dixons Retail's KnowHow Movies service, which also relies on Rovi.

Rovi Entertainment Store will enable Sainsbury's to provide its customers convenient access to an extensive library of film and TV entertainment including new releases often on the same day they are available on DVD and Blu-ray Disc. The service will initially be available online at Sainsbury's Entertainment, and then expand to offer access through a range of connected devices including Smart TVs, Internet-connected Blu-ray Disc players, smartphones, and game consoles.

Late last year, Sainsbury's acquired digital entertainment distribution vendor Global Media Vault for £1 million to power its launch into online content retailing. The supermarket chain's commitment to becoming a important player in the digital entertainment market was further demonstrated with the 64% stake in online e-books retailer Anobii.

"Our agreement with Sainsbury's is an important win for Rovi as we continue our efforts to expand our presence and influence in international markets," said David Cook, Senior Vice President of Sales and Marketing and General Manager of Rovi Entertainment Store, Rovi.

Story filed 23.08.12