"See, we believe that if the government gets into the mandate business, you've just completely taken away the incentive to innovate. You've probably made some existing equipment obsolete immediately. You end up paying a lot more and getting less in terms of performance."
McClure says the alliance favors discussions between digital content creators and manufacturers and consumer education.
"I think we need to create an environment where the private sector can come up with solutions to help increase our ability to protect content."
The concern is the push in Hollywood for legislation...
"Well in the past, Hollywood has gone to the government and supported legislation which would require the government to do the designing and then force us to implement this technology."
Jack Valenti... who heads the Motion Picture Association of America... says he shakes his head over the labeling of Hollywood as the enemy. Good faith negotiations, he says, are taking place aimed at stopping ... in his words... thievery of films so that a legitimate digital marketplace can thrive. Bloomberg Boot Camp, I'm Fred Fishkin.