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Macrovision CEO Responds to Apple

Amoroso’s company develops DRM technology used in commercial DVD titles; as well as DRM technology applied in commercial software and by other content creators.

Last week Jobs posted an open letter on Apple’s website suggesting that Apple could ditch its DRM on its iTunes Store if major labels agreed to the measure. Warner Music CEO Edgar Bronfman Jr immediately responded by calling Jobs’s anti-DRM fight a “no logic” fight.

Amoroso’s letter focuses on what he considers the four key points: DRM has a broader impact between different types of content, not just music; that DRM “increases and does not reduce value to the consumer”; that increases electronic distribution; and that DRM needs to be interoperable and open.

Amoroso defines DRM as “an important asset for all types of content, including movies, games and software, as well as music.”

As he says, “I believe that most piracy occurs because the technology currently available has not been deployed enough to make legitimately DRM-protected content as easily accessible as illegitimate content.” The solution, according to Amoroso, is to make DRM-protected content more appropriate, reasonable, consistent and transparent to use.

According to Amoroso, “For example, DRM is excellent for measuring usage rights, so that consumers who do not want proprietary content, such as a movie, can” rent “it. Similarly, consumers who “Who want to consume content on a single device can pay less than those who want to use it in all areas of entertainment, such as vacation homes, cars, different types of devices, or remotely.”

Amoroso believes that the industry should pursue “truly interoperable DRM” as its goal.