The Digital Entertainment Content Ecosystem, which is a group of cable, entertainment, and technology firms, Tuesday introduced ‘UltraViolet’ - a cloud-based content platform that will allow consumers to access movies and TV shows from an array of Web-connected devices, including smartphones, tablets, TVs, and gaming consoles.

Users can access the UltraViolet system, which is essentially an online digital locker, by creating an account that would enable them to purchase content and view it from any supporting device. The movies and TV shows that the users will be able to access will be protected via the proprietary digital rights management technology

The Digital Entertainment Content consortium is banking on the UltraViolet platform to give a notable boost to the growth of digital purchases of movies and TV shows – which currently is barely 4 percent of all sales – largely because it frees the consumers of format concerns.

The UltraViolet standard – backed by movie studios and tech firms, including Warner Bros. and Microsoft – is apparently a challenger to proprietary formats, like the one from Apple, which basically restrain buyers of video content to a limited number of devices, such as the iPad or Apple TV.

Noting that UltraViolet will aim at evoking the platform’s invisible presence, and transcendence across numerous devices, Mitch Singer, President of the Digital Entertainment Content consortium, said that UltraViolet is “outside the visible spectrum, but it's all around you and it's ubiquitous.”