tesco recently bought an 80% stake in v.o.d platform blinkbox. >>they realised that from the technological side of this, it's quite complex and it wasn't necessarily a skill they had in-house. and really understanding how digital consumers behave and understanding how they work is quite different from necessarily the skill set they had in-house. >>we do a lot of work with itunes at the moment, we obviously have a lot of work with lovefilm. as we see new players come into the market we keen to work with them and to bring our titles out to as many people as possible and on as many services as we can. >>reporter: it's a big step for the industry, but would be a giant leap for consumers who still seemto be keeping to the shallow end - for now. >>...the number of times a feature film is seen in its entirety on the subscription vod, from first frame to last is quite minimal in terms of a comparable being how you would expect a viewer of a dvdthat they purchased to really watch the entire film from beginning to end. so it's much more like the tv market