Apparently Kestrel Wireless Inc from USA and NXP Semiconductors from Netherlands invented built-in chip for DVD surfaces. In order for DVD to be played chip would have to be de-activated at the till.
"... The companies said their technology also can be used to protect electric shavers, ink jet cartridges, flash memory drives and even flat-screen TV sets by preventing some critical element from functioning unless activated.
Retail theft of entertainment products, including video games, accounts for as much as $400 million in annual losses, according to the Entertainment Merchants Association.
Many retailers now keep consumer-entertainment products behind glass cases, but that can inhibit browsing. With technology that renders stolen products useless, retailers could display items openly, thus encouraging more sales, said Mark Fisher, vice president for strategic initiatives at the EMA ..."
It looks like that they haven't learned the lesson yet. Instead of investing billions U$ into something which will be hacked within 24hrs after press-conference ( or sold by original developers on the black-market for few mil U$ cash ) they should follow Steve Jobs initiative ( make digital media content free ).