Introduction
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Sumi Das: It's not possible for people who own Mac's that have Intel processors, to instantly watch movies thanks to this application Silverlight. You just made that service available to your customers. What were the challenges for you to adapt that application for your business, and to put that platform on the web?
>> The biggest challenge with getting to the Mac platform in general is the question of rights management. So that's a little bit of a dirty word with consumers. It's about making sure that the ownership, the rights of the movie owner, the studio, are respected; and that we don't provide a vehicle for people to gratuitously take copies of the movie that they paid for. So the key question here was, what kind of rights management technology would be available for the Mac platform? What ladders fullfill our obligations to the studios to gain those licensing rights? And we chose Silverlight because it comes with... as of this year, it comes with playwrighting which is a technology that encrypts the content on the way to the consumer, so that it's protected.
==== Transcribed by Automatic Sync Technologies ====
