MUMBAI: Technicolour, the services division of Thomson, has partnered with CinemaNow, which works in digital entertainment technology, to offer online retailers a better way to deliver the digital content that consumers are demanding.

Under the new partnership, Technicolor and CinemaNow plan to provide a seamless, fully-integrated platform for the electronic delivery of movies, TV shows, music and software to consumers via a broadband Internet connection.

This platform will include content encoding and encryption, digital rights management (DRM), hosting and storage, promotions and ad management, streaming or download delivery, order fulfillment, reporting and forensics.

The end-to-end delivery channel will utilise Technicolor’s infrastructure and CinemaNow’s storefront and media manager application to facilitate new developments in electronic content distribution.

Emerging digital delivery services such as e-copy and second session, which are supplementary digital versions of physical DVDs purchased at retail stores, and online downloads will work across CinemaNow’s entire ecosystem of compatible consumer electronic devices including PCs, portable media players (PMP), digital television sets (DTV), set top boxes (STB), and network attached storage (NAS) devices from manufacturers such as Archos, Dish Network, HP, and Samsung.

Thomson stated, "this is the next stage in the evolution of the broadband digital supply chain. As the distribution of content transitions from physical to digital, a new streamlined infrastructure is required. The partnership between CinemaNow and Technicolor brings together and unifies two major pieces of a traditionally fragmented solution."

Under the terms of the partnership, CinemaNow and Technicolor will also collaborate on special projects including adding HD movies to CinemaNow’s library of more than 10,000 titles available via embedded stores and consumer electronic devices.

The partnership will also enable CinemaNow to expand internationally, leveraging Technicolor’s digital supply chain services including preparing and hosting movies with subtitles and foreign language audio tracks.