DEG: The Digital Entertainment Group, the trade body for the home entertainment industry, has revealed the adoption of new terminology – DIGITAL HD and DIGITAL – to refer to digital versions of filmed entertainment and television content across all consumer communication. The new positioning aims to enhance the value of digital home entertainment offerings and bring consistency to the way digital products are marketed to consumers.
The new branding will see DIGITAL HD and DIGITAL appearing on physical packaging, digital downloads, advertising, social media outreach, publicity and merchandising. It will also complement the UltraViolet brand in market for those studios participating.
“DIGITAL HD (or DIGITAL) is a dynamic and direct approach aimed at consumers who want movies and television shows that they can access on their favourite devices,” said Amy Jo Smith, President, DEG. “Whether they access the DIGITAL HD version as part of a Blu-ray purchase or as transaction through a digital store, we believe this terminology will help them understand they are getting an exciting, versatile product that heightens their home entertainment experience.”
The new DIGITAL HD and DIGITAL terminology will be found on new release titles from all participating studios, including Blu-ray combo packs, which allow consumers to own both the physical and digital versions of a film or TV show. Combining physical and digital into one purchase offers consumers the best possible value for collecting entertainment, as well as the flexibility to enjoy it at home or on the go.
In addition to physical products, such as Blu-ray combo packs, the new DIGITAL HD and DIGITAL branding can also be applied to movie and TV content (with the UltraViolet logo where applicable) purchased via digital stores.
Consumers who purchase a Blu-ray Disc, DVD or DIGITAL/DIGITAL HD product with the UltraViolet logo will have the added option of streaming or downloading their content to UltraViolet-compatible devices across a variety of participating partners. UltraViolet provides secure access to content in the cloud across several UltraViolet-enabled digital stores, including CinemaNow, Flixster, Target Ticket and VUDU.
Anchor Bay Entertainment, HBO Home Entertainment, Lionsgate, Paramount Home Media Distribution, Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Universal Studios Home Entertainment, Walt Disney Studios and Warner Bros. Home Entertainment will all be including the new DIGITAL HD and DIGITAL messaging on their products.