Disney Project Aims to Play Film on Any Device
Walt Disney Co. will launch new technology code -named Keychest by next month which will benefit the entertainment companies that is in accordance with the latest trends in entertainment where the customers have made TV sets and DVD players somewhat obsolete and rather use cell phones or computers for the same. Disney trusts that with key-chest technology the interest in Blu-ray and DVD can be prolonged as the viewers would rights to watch the movie in different ways which includes the traditional disc.
With this technology the word ownership gets an entirely new meaning as it stands for right to access rather than possess. The consumers need to make one-time payment to access a movie or TV show from the internet which can be played on iPhones or cable services that have on demand movie viewing and it would also support online movie subscriptions. The company has been wooing movie studios and technology companies by giving them demo performance of Keychest.
This new technology would apparently solve the problems of storage space limitations on computer hard drives and the compulsion of playing the movie on PC or laptop only. Key chest from Disney is almost similar to Digital Entertainment Content Ecosystem (DECE) and has similar interests as Disney executives themselves accept. Key Chest according to them uses combination of digital file formats which are in use in wide range of devices whereas DECE is more interested in setting up new standards. They are of the opinion that cable companies internet service providers and movie studios could utilise both DECE and Keychest. This is an attempt to network devices like Zune, iPod, Mac PC, Roku box. Google Docs uses Doud Computing logic which is behind web-based applications –this allows the storing of files, photographs on a remote internet server rather than on self-owned computers and access them from any where. So in this process when a consumer buys a movie from stores which are a part of this service his accounts with other participating services like video-on-demand cable or mobile service provider would be automatically updated and display the title as available for viewing and also the distribution services can enquire about the movies the customer has paid for.
Similarly movies bought on Blu-ray or DVD discs could be kept track of. The user in case of DVD has to manually type in the code where as in Blu-ray the players are connected to the internet and hence the system of sending codes is automated. If large number of hardware and content companies participate there will library of movies easily available to the user. If an entire library of a particular user is lost he can still access the same titles via other services. So the place, time and mode of purchase of movie by the consumer are not important. The movies are not downloaded but will be with each Delivery Company like Cable Company, internet service provider and Phone Company. This has spelt massive losses to the movie industry as the main-stay of their income-- the sales of DVD have plummeted.
Even giants like Disney’s movie studio recorded an operating loss since 2005 as per the quarterly earnings report. To counter these losses Blu-ray disc and digital downloads from sites like Apple Inc’s iTunes store were started and currently they contribute to 11% of home-video sales (which might increase to 20% next year) and DVD responsible for the rest percentage of sales. Bob Chapek, the current chief of home entertainment at Disney studios says they do not expect immediate gains but over a five year period Blu–ray in tango with digital distribution will allow the business to pick up. As Apple’s chief executive Steve Jobs is the largest share-holder it is obvious that Apple too would participate in this initiative.
Other movie studios might not put a competitor to over see the access to their content and Keychest has the provision to allow movie studios to decide a given movie could be played on how many devices and be connected to which distribution networks though this might reduce choice of consumers. The competitor DECE is being arranged by number of people headed by chief technology officer of Sony Corp’s Sony Pictures Entertainment -Mitch Singer. DECE has allies in five Hollywood studio and tech companies like Intel Corp and Comcast Corp. and the absence of Apple and Disney is apparent.
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