It already boasts a popular and competitive MP3 marketplace and now leading national supermarket Tesco has taken a huge stride into the digital video space with the announcement of its new Virtual DVD offering.
Using Microsoft's Silverlight – an ambitious rival to Adobe's Flash technology – the products will offer the same sort of features and content that can be found on DVD discs, but are instead designed to be viewed on a PC or Mac.
Tesco has partnered with Warner Bros for the new launch and will offer those who buy the DVDs of either Harry Potter and the Half-Blood Prince and The Hangover an accompanying Virtual DVD copy.
Tesco is excited to be the first retailer to launch this next-generation movie experience,” Tesco's category director for entertainment Rob Salter stated.
By partnering with Warner Bros, we tap into its experience as an innovator in the migration of physical formats to digital experiences, and offer our customers a new way of watching two of the biggest movies of 2009.”