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The announcement that Tesco and Microsoft are combining forces to offer digital films is a new innovation in the film marketplace. When you buy a DVD or Blu-ray disc from a Tesco store or online you will be entitled to download and watch a digital version of the film. This will use the Microsoft Silverlight format, rivaling the more popular Macromedia Flash and will be compatible with both PCs and Macs.

It is easy to see why this is an appealing idea for both businesses. For Tesco it gives them an edge over their competitors in the DVD marketplace. There is no need to change their infrastructure or business; they are selling DVDs in their supermarkets anyway so things can continue as they are at the moment. They offer something new without it needing to cost them anything at all.

Microsoft also benefit from this deal. Keen to promote their Silverlight format, movie fans wanting to take advantage of this opportunity will need to use their software. So Microsoft benefit too.

One party seems to have been missed in this plan from Tesco, however – the consumer. This appears to offer very little to the customer. Once someone has bought a DVD, why do they need to download the same movie? They can watch it at their leisure; even playing the DVD on their computer and chat to their friends on Facebook in a separate window if they want to.

Admittedly, netbooks do not all have a DVD player, so watching the DVD on their computer may not be an option for everyone. But once they have bought a DVD customers will surely watch their film in this format.

Industry does need to embrace new technologies and online technologies for streaming video and file sharing and downloading. Sadly this joint effort between Tesco and Microsoft seems to do little to meet the needs of the consumer and the ever-demanding public.

For more information on ideas to combat piracy and embrace digital media for film and music, check out this article.