The MEDIA-TECH Association has joined the International Digital Media Alliance (formerly known as the DVDA) -led initiative, to express concern that the current AACS licensing fee structure can be impeding the adoption rate of the Blu-ray Disc for non-Hollywood titles.

AACS is a requirement under the Blu-ray Disc specification, unlike its predecessor the DVD format which did not have licensing agreements and the decision was left open to content holder whether to implement CSS for virtually no additional charge, or Macrovision for a fee commensurate with the quantity of discs created.

“The goal is merely to bring focus on AACS and to strongly suggest a tiered approach to licensing fees that will enable everybody to participate according to their means”, says Marianne Sernevi, President of the MEDIA-TECH Association. "Doing so will unleash the pent-up creativity of thousands of independent producers who are waiting to participate profitably in growing the blue ray format.”

"The International Digital Media Alliance is pleased to welcome the Media-Tech Association to the growing list of associations and individuals who share our enthusiasm for the Blu-ray format, and our desire to stimulate greater Blu-ray adoption worldwide," commented Bruce Nazarian (pictured), IDMA President.

The IDMA, a non-profit organisation dedicated to promoting excellence and fostering best practices in digital and interactive media, has been campaigning to make the Blu-ray format more accessible to smaller independent producers.

Through a petition, the organisation "urges the Blu-ray Disc Association and the AACS-LA to (1) make BDA/AACS licensing simpler, (2) make AACS per-title licensing less expensive, and (3) reduce the AACS CPA fee to enable more publishers to publish using replicated BD-ROM.”

Story filed 09.03.09