A new company named, Streamburst, is looking to try something new in the world of downloadable media, specifically movies. Their idea, watermarking. Instead of utilizing digital rights management (DRM), users instead are treated to a 5 second introduction to each download that displays the name of the purchaser along with an encoding process that strip out a unique set of bits from the file. This set of bits allows Streamburst to track down who bought the file.
Because the movie files do not utilize DRM, you can burn them to DVD, copy them onto a portable player, or watch them on your PC. It does all of this without criminalizing the customer. Way to go guys.
I hope something like this picks up steam, because DRM needs to go away and be replaced with something better.