Proofallis, Inc, a relatively new member of the Association of Motion Pictures, has announced a new form of DRM which will be applied to movies over the next few months. Similar to Cinavia, in that it is a digital watermark, this protection scheme will prevent the playback of the video stream from blu ray movies when copied to a computer hard drive, a disk or any type of portable media.
The first examples of the protection are expected to come out in April, with the release of Harry Potter and the Deathly Hallows Part 1.
The protection scheme will require updates to blu ray player firmware, but this is already a requirement for new types of AACS protection on blu ray. Updates for software will also be required, and the companies that produce such software, Cyberlink, Arcsoft and others, have indicated that they will comply.
The DRM scheme has not been accepted by makers of set top media players, but Proofallis has stated it is just a matter of time before they come to an agreement with the manufacturers.
The new watermark technology can be applied to dvds as well, but the sheer number of non-compliant players on the market make this impractical at the moment. Proofallis indicates that talks are ongoing to have it applied to new dvd players, but this is as yet unresolved.
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