Supermarket giant gets Flash of Silverlight in 'virtual DVD' deal

Microsoft has inked a deal with UK mega-grocer Tesco to flog a new home viewing service built on the software firm's Silverlight technology - which MS developers recently shunned at the launch of its Flash-only MSN video player. The retail giant will begin offering "digital copy" download versions of certain home video titles bought by Tesco's UK customers. It will allow them to watch the movie or show on their Windows and Mac-based computers in what Microsoft described as a "virtual DVD experience". To convince customers to scoop up the digital copy, Tesco will provide a few add-ons such as auto-updated trailers, exclusive bonus content, online chat, and even "movie viewing parties" (presumably minus the balloons). There will also be related music offerings that include MP3s and ringtones, made available via Microsoft's browser-based media player. Microsoft claimed the service would "deliver a similar level of quality as consumers have come to expect from DVD and Blu-ray, but with advanced web-based interactivity and a viewing experience that goes beyond other digital playback products in the marketplace."

Source: http://www.theregister.co.uk/2009/09/09/microsoft_tesco_digital_copy_silverlight/