Ears On

A company that stamps out half a billion DVDs a month has developed a way for movie studios and other software makers to track discs from factory to store to your home. The strategy is yet to be tested but the underlying technology is nothing fancy. It's RFID, or radio-frequency identification, the same chip-based system increasingly used in driver's licenses, U.S. passports, stores like Wal-Mart, and the EZ-Pass booth on toll roads. RFID can operate in a range from two inches, like the new credit/debit-card readers, to 69 feet. In this case the range for "chipped" discs will be six meters, or just under 20 feet. The RFID reader can be built into players, which would shut down when fed discs with the wrong regional coding. The AACS system built into the Blu-ray and HD DVD formats already allows copyright holders to shut down players in the home, but thanks to RFID, it will soon be possible to do the same in existing DVD as well. Developers of the new technology are iPico, an RFID specialist, and Ritek, whose U-Tech subsidiary manufactures discs for Disney, Fox, Warner, and other studios in factories all over the world. The first RFID-enriched discs will be made in Taiwan and tested in Australia.