Amazon Backs UltraViolet

Amazon has put its weight behind the digital rights locker UltraViolet (UV) in a deal signed with an unnamed studio as Sony, Universal and Warner say they will release hundreds of UV titles in 2012.
According to an Amazon.com executive the retailer has signed a deal with a Hollywood studio to sell movies that can be downloaded from an online "locker" system five studios have put together.
The UV technology bridges single pieces of content to a variety of devices.
The extent of Amazon support of the UltraViolet online locker system is unclear. But the deal signals that Amazon is at least open to trying it. Studios are hopeful that UltraViolet is attractive enough to consumers that they keep buying movies rather than renting, which is less profitable for studios.
If Amazon fully joins the system, it would hugely boost UltraViolet's chance of becoming a mainstream technology. "We're excited about additional possibilities," said Bill Carr, Executive Vice President of Digital Media at Amazon.
The UV technology was launched on Boxing Day to the UK after being successfully deployed in America.
The UK is set to become the second territory to roll out the UltraViolet system which sees home movie purchases recorded on an online account.
Users will be able to access those movies on other computers, Web-connected TVs, tablet computers and smartphones.
(LB/GK)