Using proprietary DivX technology, movies can be viewed while downloading and can be burned onto a blank CD or DVD an unlimited number of times. Playback is allowed on any DivX certified device, such as DVD players, portable devices and any computer with an Internet connection. There are more than 50 million DivX-compatible players on the market.
Private launched the service with 420 titles, and new titles will be added monthly. At the outset, new release titles in the Private-to-Own program will be two months behind the company’s general release schedule, giving the DVD time to sell on store shelves and online.
Private-to-Own movies are encoded at a bitrate of 1300 Kbps, which is the same quality as a DVD. Private chose the DivX format because of the medium’s easy-to-use digital rights management technology.
“The primary reason for Private-to-Own is new technology,” Private Media Group’s Director of Internet Technology Fiona Garvey told XBIZ. “Customer preferences also are changing, and we want to offer customers the freedom and flexibility to watch movies in as many ways as possible. So far, we have found that people who are downloading Private-to-Own movies are not traditional [brick-and-mortar] customers. So in fact, this product is targeting a different audience and giving us an additional customer base.”
The time taken to download and burn depends on the file size, movie length and Internet connection speed. According to Garvey, most Private movies take two to three hours to download using a standard DSL connection. Burning technology is included in DivX players, and with a standard burner, should take approximately five minutes. With the fastest burner and connection speed, the entire process should take approximately 30 minutes.
“We offer a much larger range of movies than other companies [offering a similar service,]” Garvey said. “‘Private-to-Own’ is easy to use, instant and flexible. Overall, we think that this is the perfect new product to meet changing customer needs.”
