Tesco and Microsoft announced a collaboration to launch the next generation of home video viewing. The new service, built on Microsoft Silverlight technology, will deliver a similar level of quality as consumers have come to expect from DVD and Blu-ray, but with advanced Web-based interactivity and a viewing experience that goes beyond other digital playback products in the marketplace. Starting in the autumn, Tesco’ll allow customers in the U.K. who purchase certain home video titles from Tesco to download “digital copy” versions of movies to their Windows-based or Apple Macintosh computers in a “virtual DVD” experience. The digital copy versions’ll include a similar level of video quality, interactivity and bonus content available on the physical products. In addition, the digital copy versions’ll provide consumers with extra network-connected features such as auto-updated trailers, exclusive bonus content, movie viewing parties with online chat, related music offerings such as MP3s and ring tones, and networked games.