Bell Canada took a major step towards becoming the leading Internet movie download retailer in Canada with the launch of the Bell Video Store yesterday.
With more than 1,500 movies and TV titles available, the Bell Video Store is the country's first online service to offer download-to-own movies the same day they become available in retail stores. People in less of a hurry can download them to rent shortly after, when they are released for rent.
The site is a collaboration between Bell and its partners, which includes digital delivery services developed by ExtendMedia as well as content from Paramount Pictures, Corus Entertainment, Maple Pictures, Eros Entertainment and Image Entertainment.
There are, however, some who were not impressed by the announcement.
"Although the news of more online download services is welcome news for Canadians, the Bell service is limited in both who can use the service and how videos can be played," wrote Hugh Thompson of Digital Home Canada in a post on the website's forum.
Users must install a special media player in order to view the videos, all of which contain proprietary Windows Media digital rights management (DRM) code, preventing the files from playing on Apple Inc.'s iPod devices or computers featuring Macintosh OS or Linux operating systems.
Bell is also facing criticism from observers who say the way the company manages the content on its Internet network provides the new online store with an unfair competitive advantage.
Bell is one of a number of Canadian Internet service providers that slow down certain types of Web traffic on its networks and those it leases to third party ISPs, a process known as "traffic shaping."
Most of the traffic being shaped by Bell's system is peer-to-peer and BitTorrent-based, two download technologies which are used to distribute large files, including videos.
Bell has said it needs to slow down these types of traffic because they clog the company's broadband networks, resulting in slower connection speeds for other users.
Although there was a time when pirated music and movies comprised virtually all BitTorrent traffic, the service is increasingly being used for legitimate file distribution. Earlier this year, the CBC announced it would be offering its Next Great Prime Minister show free for download through BitTorrent technology.
Customers at the Bell online service can purchase shows for prices starting at $4.99, and rent them for prices starting at $1.99. A rental allows a user to access a movie for 30 days after downloading it; once started, the movie will continue to be available for 24 hours.
Apple added TV shows to the Canadian version of its popular iTunes music store in December for $1.99 each, but has yet to add movies or rentals to the service.
In announcing the opening, Bell cited recent movies such as Cloverfield, Into the Wild, and There Will Be Blood as available. The store also offers access to classic TV shows, Bollywood movies and children's entertainment including Franklin, Rolie Polie Olie and Little Bear. It will also include music concerts from Cher, BB King and Neil Young.