The concept overview (via Ultraviolet)
A collaboration between Hollywood and tech companies Western Digital and SanDisk have come together to store and watch HD movies, as well as TV shows, on a myriad of devices securely. Project Phenix (as it’s named) is a secure DRM-based solution being developed by Secure Content Storage Association that will let the user (owner) transfer HD content onto digital storage devices such as SD cards, flash-drives and SSD hard-drives. The media can then be played on any SCSA-enabled devices like TV’s, tablets and gaming systems.
Project Phenix also implements the movie industries 'Ultraviolet' cloud-based servers that will enable users to store their content online and access it anywhere at any time. There is one catch (and this is why the content is secure), only content bought from the SCSA Ultraviolet cloud server (or similar sites) can be used on Phenix. Although one may have purchased movies legitimately from somewhere else, you will not be able to use or store it online using Project Phenix. The up-side is that you can store home movies, photos and music on the SCSA site so you can save them from accidents or disasters. While this project aims to fight online piracy, it seems rather limited to people who have to re-buy their HD entertainment.