iTunes movie rentals in Europe on a slow boat to China

It may be exceptionally easy to use, but rolling out Apple's iTunes movie rental service to Europe will be no easy task. This according to a piece just published by the The New York Times. Despite known collectively as Europe, the EU's 27 member countries remain a patchwork of convoluted regulatory fragments related to digital media. For example, in The Netherlands, it remains uniquely and ambiguously legal to download, but not upload, copyrighted material. Release schedules also vary widely across Europe -- sometimes releasing the same day as in the US or months later. Notably for Apple, a distributor of content must secure individual licenses to films in every country they wish to do business. No easy task given Apple's rental agreements cover all the major and many smaller studios. This lack of coherence makes a pan-European iTunes rental agreement daunting, to say the least. Fortunately, commissioner Vivian Reding of the European Commission, plans to make a proposal mid-year that would streamline digital commerce efforts across European borders. Remember, Viv is the force responsible for stomping out the EU's ridiculous roaming rates. In other words, we can expect more than just lip-service in the months ahead. Unfortunately, given Apple's history of trouble with the EU over pan-European iTunes pricing and DRM, you can bet they'll tread the EU waters carefully (read: slowly) as they attempt to go live.

[joshi @ Feb 15th 2008 3:21PM]

in luxembourg (europe) the post office is doing a service, a bit like apple movie rentals. you have tons of tv programms and you can buy movies through the tv. you don't need an apple tv or sth, everything over cable.

[Will @ Jan 21st 2008 6:58AM]

It amazes me that as far as the EU has evolved, there are still regulatory hurdles like this for businesses to jump through. Problems like this should be the first thing an economic union strives to right.

[Andrew @ Jan 21st 2008 8:56AM]

That's exactly what the EU is trying to do away with! The laws are in place to enable the "inner market" and free trade within the Union. However with 12 new members it takes time to integrate. Not to mention the fact that the sovereign nations involved have no intention of dissolving into a federation. The EU is just a common framework not the United States of Europe. And while the EU has 27 members there are 47 European countries.

[Will @ Jan 21st 2008 1:00PM]

Andrew,
I understand that. My point is that Brussels spends a lot of time squabbling over other issues (new members, foreign policy representation...etc), which seems to detract focus from economic issues like this.

A problem obviously exists with member states' laws, and Digital distribution of content is not something that is entirely new. In fact, it seems to have been common knowledge for several years that this is going represent a large area of growth for the foreseeable future. I'm simply surprised that it is just now being addressed.

[jas @ Jan 21st 2008 7:02AM]

boo hoo, we still have no tv shows or movie downloads here in australia after ... what.. 2 years you've had them in the states?

[jonathan @ Jan 21st 2008 12:37PM]

Don't think that being neighbors with the states has its perks. In Canada we just have our sub-par Canadian content shows. And we just got them. Between the bloody CRTC, canadian cable/sat providers, the stations and the studios, we will probably have little use for the Apple TV.

Thank-you politics and greed, you have advanced society so well!

[James Ollier @ Jan 21st 2008 7:12AM]

How do the expect people NOT to pirate stuff when there's no legal HD digital download alternative thats not riddled with DRM

[bryan Webster @ Jan 21st 2008 7:19AM]

Why don't European or Australian customers just setup an american iTunes account? That way you can get all the movie rentals and tv shows you want!!

[CG @ Jan 21st 2008 7:26AM]

if you stop for a second and think you will recognize that for setting up a us itunes account you need a us credit card which is not easy to get from i.e.: Hungary (where I am from).
If you have an alternative way than I would be more than happy to try it. thanks

[Revels @ Jan 21st 2008 7:26AM]

American credit card needed.

[Rowley @ Jan 21st 2008 7:59AM]

I have a US account but cannot pay for anything as a US address needs to be registered for paypal, or a US credit card supplied to pay for anything. I've tried. One way is to get iTunes Gift Cards in Dollars, again not available here - I'd have to buy off ebay or get an US friend to buy and post.

[bryan Webster @ Jan 21st 2008 7:35AM]

I am in the UK and registered an american account, no american credit card is needed at all. Just an american iTunes voucher (available on ebay) and an american address to type in the box (i used googles address)

do this

1) Buy the american itunes voucher on ebay (they email you the code)
2) Go to the iTunes store and log out of your account
3) Switch to the american store (option available at the bottom)
4) Click redeem under quick links
5) Put in the code for the voucher
6) Choose to create a new account
7) Under credit card choose none
8) Fill out some american address
9) The voucher gets credited to your account and you have $50 or whatever to spend
10) Enjoy all the movie and tv shows you want
11) When your credit runs out buy another voucher



It works fine and the exchange rate against the dollar is great at the moment.

[ClaMs @ Jan 21st 2008 7:36AM]

Woops! I was meant to reply here.

For an iTunes account go here:
http://uneasysilence.com/archive/2008/01/12871/

[Derk Kooi @ Jan 21st 2008 7:31AM]

"For example, in The Netherlands, it remains uniquely and ambiguously legal to download, but not upload, copyrighted material."

And we're proud of it.

[Ron @ Jan 21st 2008 7:30AM]

Thank God i live in the netherlands :D

Legal weed and legal downloads what more to ask?

[CG @ Jan 21st 2008 7:33AM]

Legal HOs ;-)

[Martijn @ Jan 21st 2008 7:41AM]

We've got them too ;) Remember te red light district?

[ClaMs @ Jan 21st 2008 7:30AM]

We don't have American Credit Cards, which are need to pay for the content.
Even then, there's a work around to be able to get the free content on iTunes:
http://uneasysilence.com/archive/2008/01/12871/

[Julian Bond @ Jan 21st 2008 7:40AM]

This is so screwed. It really should be possible to set up a global website doing downloads to any country at a single price. Maybe next decade, eh?

Be careful what you wish for. A single EU agreement is likely to be based on the worst current regime within the EU.

[ElectricJohn @ Oct 14th 2009 1:53PM]

I agree but i don't think we will see anything like this before 1200 years.
Europe it's a mess!

[Raheem @ Jan 21st 2008 8:20AM]

Europe's a mess? In what sense? No civil wars here lately! :P

[Andrew @ Jan 21st 2008 9:05AM]

What rubbish! The EU does not pick the lowest common denominator in legislation! Of course you cannot back up your statement with any evidence or examples?

That's why the new Central and Eastern European member states have the most to implement and integrate! You agree they would have the least developed legislation? As for the "best" or "worst" that is entirely subjective. However most trade law are subject to international agreements and UN conventions.

Legislation in the EU is largely the consequence of the highly developed Western European nations needs and wishes.

[€uro @ Jan 21st 2008 7:20PM]

I'm happy there are some thinking heads in Europe defending people's rights and humanity.
Hopefully some people stand in front of the money juicers and escape the global brain washing!

THINK! READ BOOKS!

[Julian Bond @ Jan 22nd 2008 2:47AM]

Andrew. My perception of the EU law process is that the countries with the most restrictive regimes are rarely prepared to give up their position. So the consensus and final regulations tends to be closer to them than to some kind of average or to the most open regimes. Car emissions and controls along with food controls come to mind. In this context, this would mean that Europe wide copyright control would end up being based on the current regime with the longest copyright term and most restrictions on fair use. Now maybe I'm being too pessimistic. I hope so.

[CG @ Jan 21st 2008 7:46AM]

I know Martijn ;-)
this is why I wrote ";-)" :)

[Optimus Rhyme @ Jan 21st 2008 7:56AM]

I am in the UK and have a US iTunes too.

Beware though, I just had my account disabled because I bought a $100 voucher from eBay from someone who then did not pay their wholesale account. Apple removed what little was left of the credit on my account (about $40) and then disabled my account. I had to email customer services and get them to reinstate the account (which they did immediately).

I'm now going through paypal to try and get some sort of refund from the seller. My friend's girlfriend lives in the US so I will just get her to buy me vouchers from now on. Better than taking the risk if you ask me...

[ElectricJohn @ Jan 21st 2008 10:43AM]

:) let's hope it holds! :P
however you're right, i should had be more specific. I was referring at the technological side (in first place). But may be i'm so pessimist because the 56k modem it's hard to die where i live and wifi/wimax seems a deja vu'! :P

[Jakob @ Jan 21st 2008 8:55AM]

I think the rules in Scandinavia are quite similar - that was 20 mio. people, now we only need 470 mio. people. Go for it, Apple! Or just make EU one single country?

[Andrew @ Jan 21st 2008 9:10AM]

Of course, we have very similar laws in Scandinavia. And very similar in Denmark and Norway because of our shared history. But even today we cooperate closely in creating new laws in Denmark, Norway and Sweden.

As Denmark and Sweden joined the EU - Norway stayed out. But Norway still implements all of the EU legislation to remain compatible and have access under the trade agreement (EEA).

I don't know what your point was but we have the same laws today mostly because we all accept EU legislation in the same fashion.

[Jakob @ Jan 21st 2008 9:29AM]

Yes know Norway is a member of EEA (EØS), but I mean the local laws between Sweden, Denmark and Norway. If every country in EU has the same law regarding this issue, there wouldn't be a problem at all?
My point - I don't know?

But it's much easier to understand you, than these drunk Swedes.

Will Norway ever join the EU?

[Jamar @ Jan 21st 2008 9:00AM]

Meh, I use the same method, only I prefer to turn to the Japanese store instead because of its better free singles and because of its MUCH better J-pop selection.

[Andrew @ Jan 21st 2008 9:14AM]

Hey Ricker!
May I suggest you pick up a map and check out the European part?

"Despite known collectively as Europe, the EU's 27 member"

Those 27 members are only 27 out of 47 European countries! The European Union members are know collectively as the "EU" not Europe! The European continent is NOT confined to the countries of the EU.

[Jakob @ Jan 21st 2008 9:32AM]

Whatever? The Europan Union includes about 500 mio. citizens, and Europe about 700 mio. :D

Again iTunes only operate in 22 (?) countries worldwide.

[Dapensa @ Jan 21st 2008 9:46AM]

Woehoew!!!

The Netherlands rulez indeed.
Legal weed, and downloading to the max!
Not paying for movies/music is my kinda price!

[CG @ Jan 21st 2008 12:25PM]

probably the Dutch laws were written under the effects of the weed, this is your luck :))

[warrenpeace™ @ Jan 21st 2008 9:59AM]

Fine, so it's going to be a mess. In the meantime, get it working in Canada already. We're right next door. You too iPhone, c'mon over.

[Matt @ Jan 21st 2008 10:00AM]

Comparitively it seems it should be easy to make movie purchases and rentals available in Canada, yet we still have nothing.
I can't even blame our shitty TV networks for this one, I don't think... perhaps it's the cable companies that do VoD that purchase rights. Mind you, they're not exclusive since I can VoD the same movie on Shaw, Rogers, or MTS... hmm I'd like some clarification on why the eff it's so hard for Apple to bring me movies.

[scott @ Jan 21st 2008 11:49AM]

would the content from a us account work on a european version of apple tv? and would the european apple tv be able to access the rentals from it's own menu if it was configured with a us account?

[yonsito @ Jan 21st 2008 1:50PM]

I'm quite sure that there are no laws in the EU prohibiting someone from renting out movies over the internet. The fact that downloading may be legal in Holland serves as a point in case for there being different laws in different countries but nothing more.
The problem here lies in how the film companies set up their business. Film rights in different countries are held by national entities, either subsidiaries or licensing institutions whose whole purpose is managing film rights. These companies will not easily give up their rights to an European body as they would give up their reason for existence.
The EU is fighting such cartell-like set-ups where it can but the battles are many and complicated in legal terms.

[Johnny @ Jan 21st 2008 2:02PM]

you can download pirated...I mean copyrighted audiovisual material legally in the Czech Republic too ... though we don't have legal weed :)

[Evan @ Jan 21st 2008 2:04PM]

Apple can't even work licensing for Canada, let alone Europe!