BREAKING. UltraViolet, the new global digital rights video cloud, ready to roll-out worldwide by the end of the year.

Towards the end of this year consumers of electronic media goods - things that you can watch television on or with, like laptops, computers, DVD players and Blu-ray players - will start to contain this new UltraViolet logo as 60 companies from Microsoft to Sony, Nokia and Samsung roll out their new digital rights cloud partnership globally.

In July last year I told you RIGHT HERE about the new omni-platform, digital format that is Hollywood and the entertainment business's attempt to curb digital media piracy.

With UltraViolet's new universal file format a consumer would be able to buy a movie on a disk or online or a DVD box set of TV shows, and store it online to view at any given time or another device belonging to the same consumer, if you connect that device to the internet. Computers, TV's, DVD and Blu-ray players, videogame consoles and even cellphones and tablets are included in this collaborative entertainment industry effort. Your once-bought-play-anywhere content can be downloaded and transfered to recordable DVD's, SD cards and even flash drives with this new internationally standardized media product.

''Through UltraViolet consumers now have greater choice and freedom to purchase, manage and watch digital movies, TV shows and other entertainment,'' says the consortium in a press release. ''Consumers can create an UltraViolet account, free of charge, via one of the many participating UltraViolet service providers or through the UltraViolet website. Once created, this account will allow consumers to easily access and manage all of their UltraViolet entertainment, regardless of where it was purchased.''

ALSO READ: UltraViolet ready to become the new international digital format for video sharing.