The company says that DRM increases customer value by allowing them to buy specific content for specific purposes, i.e., for those customers who choose to rent movies rather than buy or simply purchase content for a specific device. Without DRM, companies would quickly lose the value of their content, diminishing the availability of high-value video entertainment, the exec claimed. Macrovision agrees with Jobs that DRM needs to be interoperable and open, but says the complicated effort required to maintain the controls of such a system should not stop the industry from pursuing it as a goal. "Truly interoperable DRM will hasten the shift to the electronic distribution of content and make it easier for consumers to manage and share content in the home – and it will enable it in an open environment where their content is portable across a number of devices, not held hostage to just one company's products." Macrovision adds that DRM supporting open environments will benefit consumer electronics manufacturers by encouraging as well as enabling them to create more innovative and sophisticated devices for consumers that play late running premium content from numerous sources. "As an industry, we can overcome the DRM challenges. A commitment to transparent, interoperable and reasonable DRM will effectively bridge the gap between consumers and content owners, eliminate confusion and make it possible for new releases and premium content to enter the digital environment and kick off a new era of entertainment." "At Macrovision we are willing to lead this industry effort. We offer to assist Apple in the issues and problems with DRM that you state in your letter. Should you desire, we would also assume responsibility for FairPlay as a part of our evolving DRM offering and enable it to interoperate across other DRMs, thus increasing consumer choice and driving commonality across devices." The company says the industry is on the verge of a transformation in home entertainment that could be as significant as the introduction of the PC into the home or the invention of the TV, pointing to advancements in wireless connectivity and interoperability of devices that enhance users' ability to acquire and view content from various sources. "With such an enjoyable and revolutionary experience within our grasp, we should not minimize the role that DRM can and should play in enabling the transition to electronic content distribution. Without reasonable, consistent and transparent DRM we will only delay the availability of premium content in the home. As an industry, we should not let that happen."