Is this the beginning of the end for DRM?

Today EMI and Apple announced that high quality DRM-free music will be available from the iTunes store as of next month. A potentially momentous move that consumers have been waiting for ever since the iTunes store was launched 4 years ago.

Finally, you will be able to buy the music you want from iTunes and not worry that it won't work on a non-Apple device and the bonus is it will be higher quality as well.

EMI's catalogue will be available DRM-free in 256Kbps AAC format for an extra 20 pence per track. The existing 128Kbps DRM-crippled files will still be available to buy at the same 79p price point for those people that don't either know or care what any of this means.

But what does it mean? Is it quite as pivotal a moment as people are making out? Well, I think it could well be because hopefully this will spread. First, to the other big music labels, then to the indies and eventually to the big one, video. Once consumers get a taste for DRM-free digital downloads, they are going to demand it across the board.

For me, video DRM is a much worse problem than music DRM. There is a horrible trend in the UK at the moment to offer downloadable video in Windows Media Player, with DRM of course.

Unlike iTunes, Windows Media Player isn't available for anything other than PCs, so as a Mac user and regardless of the fact that it's crippled with DRM to restrict its use, I can't download and watch any content on Sky Anytime or 4oD anyway.

This really annoys me. I hate not being able to get that content on my Mac, especially in the case of Sky where I am paying through the nose for their content already and now one delivery channel is completely closed to me. So video is doubly bad. But without the need for DRM, they could distribute video content in multiple formats, for multiple platforms.

And that must be how people without iPods have felt all this time. And that is why DRM in all forms, for all content, is evil and completely unfair for consumers. DRM-free music may even lead to increased iTunes sales from non-iPod users because now they will be able to join in the fun as well.

There's a long way to go yet, this is only the beginning, but hopefully the big content owners out there, whether music or movie studios, will closely watch what happens and if successful follow suit quickly.

Especially in the music industry, it's going to be hard for anyone to hold onto DRM; now that one of the big four has gone for it, the others will have to follow to stay competitive.

So, a good day for digital consumers. Hopefully there are a lot more to come.