The Digital Entertainment Content Ecosystem (DECE) has unveiled the brand name for its cloud-based DRM system. It’ll be called UltraViolet, and will launch in beta this Autumn. The idea is that people who buy a TV show or movie will be able to watch it on a variety of devices, authenticating themselves via UltraViolet’s system. The likes of Warner Bros, NBC Universal, Sony, Fox, Microsoft, Netflix and Adobe are on board. However, UltraViolet content will only work on devices that support it, and Apple is a high-profile holdout (along with Disney, whose largest shareholder is one S.Jobs).