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Hollywood Embraces Windows Media 9 Series

Sep. 24, 2002 Paul Thurrott | Windows IT Pro

Musicians, consumer-electronics and broadcast companies, and other media-content providers are embracing Microsoft's budding Windows Media 9 Series technologies, now in beta, at an unprecedented rate. This week, singer Peter Gabriel released his most recent album--"Up"--as a traditional in-store CD release and as a digital download available only in Windows Media Audio (WMA) 9 format. And because of advances available only in the new WMA 9 format, you can get Gabriel's downloadable digital album in both stereo and 5.1 channel surround-sound versions.

Described as a "groundbreaking" event, the album release is a major coup for Microsoft, which often takes a backseat in the cool department to Apple Computer, whose products are popular with artists, musicians, and other creative people. In Microsoft's favor, however, is the superiority of its new audio and video formats (which are at least two generations beyond the Advanced Audio Coding--AAC--and MPEG-4 formats that Apple uses) and its Digital Rights Management (DRM) technology (which content creators can use to prevent piracy). Microsoft's close relationships with more than 60 consumer-electronics companies, which are now building digital-media products and services based on the Windows Media 9 Series platform, are also a plus for the company.

"The fundamental value of a software platform is truly defined by the breadth and depth of companies that choose to build upon it," said Will Poole, vice president of Microsoft's Windows Digital Media Division. "We designed Windows Media 9 Series to be the most comprehensive digital media platform available, enabling a host of companies to deliver great products and services for their customers."

Among the products we'll see this holiday season and in early 2003 are DVD players with hardware-based support for Windows Media Video (WMV) 9-encoded digital movies on recordable DVDs, streaming and downloadable music from various online music services, a new generation of portable digital-audio devices, and local movie houses that will project digital movies in WMV 9 format. Software companies such as Adobe, Autodesk, Roxio, SnapStream Media, and Sonic Foundry are also building support for Windows Media 9 Series technologies into their products.

Discuss this Article 12

Felix Torres (not verified)
on Sep 26, 2002
Is microsoft even *thinking* of bringing Windows Media technologies to the XBOX? All it takes a disk with the software, after all; the XBOX already has all the required hardware. MS already has all the pieces on hand to deliver a WM9 solution right now. Considering some of the stuff going around the PS2 (Snapstream's offering, etc) it would seem they *have* to. It would seem stupid to have a perfect Windows Media 9 player inhouse--and the only HDTV console out there, at that--and not be using it to support WM9.
Matt Burgess (not verified)
on Oct 1, 2002
I've long felt that the Xbox is very cleverly positioned to give MS a foothold into the home environment. It's very hardware, the hard drive, and the network connection, make it perfect for instant conversion to a wide range of applications, from media jukebox to "digital hub". I think it's just a matter of time before they begin to use the presence they've been building, and expand the functionality of the Xbox to less "gamey" areas. Though it's possible it might take until the next iteration, I'd be very surprised if they don't at least continue taking steps. And yes, windows media 9 technologies would complement very nicely the hardware supported features (5.1 channel sound, etc.) Though I rather suspect that using actual HDTV quality would be a little extreme. The filesizes or bandwidth of HDTV are horrendous.
stephen (not verified)
on Sep 28, 2002
Remove the Static to reply by email. John Mae's comments sound a bit dangerous because, in my opinion, he didn't say enough. He didn't point out that regardless of what the software magicians at Microsoft can come up with, DRM for example, the data on my computer is mine and they shouldn't be touching it, snooping it or doing anything to it, in any way, once it is there. This isn't to say that a music distributer can or cannot distribute her or his music in any way they like .. it's just that once I've put data on my machine, any data at all, it's hands off. If there's a legal problem then that is for the authorities and due process. Stephen
Martin Dekker (not verified)
on Oct 2, 2002
Hi Stephen, I share your concern, but AFAIK at this very moment I already don't own about 100% of the data on my machine as the licences for "my" programs only grand me to "use" the software and not "own" them... Regarding saving music files on my machine... as long as the "protect content" option in WMP is not activated I can do whatever I want with the recorded songs (even share it with others if I wanted to). I'll start to get worried as soon as that option is to be removed ;-) On the other hand, if I buy a downloadable DMR-protected song from the internet, both the (re)seller and myself have to agree with the limitations of that download (max number of burning CD's, max number of copies, whatever). If I don't like the terms, I just don't buy it. Just like I decide not to buy any CD as long as they are too expensive in my opinion (which they are... in Holland about $22 per CD!). Not buying any music at all will cause the prices to be cut down eventually... and this is what will happen if they manage to get a grip on pirating. But I think it'll be a long war. Have fun, Martin
John Mae (not verified)
on Sep 26, 2002
Me, like most other people, dislike the way the music industry is handling the whole piracy problem. BUT, I think it's important to note that for as long as it's relatively easy for people to pirate content, there will never be harmony between the music industry and users, or even musicians and end users. While DRM is definitely not foolproof, the fact is still it will cut down a lot on casual pirates. Yes, you will always find ways to pirate something (if you can listen to it, you can copy it). But most casual pirates won't go the extra mile if there are some additional hurdles to jump over. I don't have any real figures, but let's say you reduce pirating from 40% to 10% with DRM, then this might make the music industry embrace the Internet as a distribution medium much better. As long as DRM does not interfere with the (legal) way I want to listen to purchased music on my computer, portable player, in my living room and in my car, I do not have a big problem with it, and I think most reasonable people won't either. In this respect, the media format that puts in the biggest effort to include good DRM features will ultimately win out. Guess who that is going to be? MS is smarter than most people will admit... John
Matt Burgess (not verified)
on Oct 1, 2002
I'm personally not against the theory of DRM. I believe that sources should be closed and "information wants to be expensive". I'm a capitalist, so shoot me. We all know that many people who object to anti-piracy initiatives are pirates. The problem is not the theory, but the implimentation. If I buy a digital album I should have the right to burn it to listen to in the car, etc. (Peter Gabriel's "UP" DOES allow two copies to be burned. Presumably one could copy the copies? Not sure.) If I download a video, I want to be able to watch it, without downloading, licensing, etc, it again. Importantly, if I buy digital albums and have to reinstall my computer, or buy a new computer I WANT TO BE ABLE TO KEEP THEM. Fair use. The problem then becomes a matter of defining fair use. If I download a trailer for a movie, should I be able to send it to my collegue? Why not? Or why? I don't own it, but at the same time, showing someone else is fairly reasonable, and why make him download it again? If I download a DRM protected movie, I can't send it to a friend? But if I bought the DVD I COULD lend it to a friend. Perhaps the issue here is that if I lend a DVD I no longer have it, but if I send a movie, I make a copy. Someone, and someone unbiased, needs to look into what constitutes fair use, and what would protect both consumer rights, and copyright, stopping, or at least hampering only pirates. A balance between the iron grip of the powers that make, and the "burn baby burn" attitude of many consumers.

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