In a move that could step up the competitive pressure on Apple, movie download service CinemaNow has inked a deal that will make its movie and TV show downloads playable on both PCs and Macs.

CinemaNow announced today it has signed a deal to use Widevine Technologies' multi-format digital rights management and copy-protection technology to make CinemaNow's video downloads playable on Windows, Mac and Linux platforms. The technology also enables CinemaNow to stream movies to users through the Internet Explorer, FireFox, Safari and Opera browsers.

The move could help the company wrestle market share away from Apple iTunes, which dominates the paid digital video business. Up to now, iTunes has been the only download service to sell major studio movie downloads playable on Apple computers and PCs.

CinemaNow, Amazon.com, Movielink and others have been restricted by DRM to offering downloads compatible with PCs and Windows Media portable devices, the latter of which make up a fraction of the portable market compared to the iPod.

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