This week marked the launch of UltraViolet, a new digital locker system that would allow users to purchase content in one physical or digital format and access it across all platforms via a cloud-based system. The service came about through years of negotiation and collaboration between major studios, manufacturers, and retailers, but not everyone in the industry was on board — Apple and Disney were among the two biggest holdouts.

We’ve now learned why Apple declined to participate, and it’s pretty much the same reason Disney did. Apple has quietly been working on its own cloud service, expected to launch in late 2011 or early 2012, and has been working out deals with studios to allow videos purchased through iTunes to be streamed on any Apple device including iPhones, iPads, and Apple TV.

The good news for UltraViolet is that Apple is reportedly considering allowing UltraViolet users to access their libraries via apps on their Apple products. As the company accounts for a whopping 66% of digital movie sales and rentals — not to mention a sizable share of the market for both tablets and smartphones — this could be a big help to UltraViolet. However, in an effort to encourage customers to continue buying Apple electronics, iTunes purchases would only be playable on other Apple devices. [LA Times]

After the jump, read about a new deal between Netflix and The CW to bring all the Gossip Girl and Supernatural you could possibly want to your streaming account.

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Today’s edition of TV Bits isn’t just a mixed bag, but a jam-packed one. Happily, it’s nothing but good news all around as networks order more episodes of some promising rookie shows and get to work developing other intriguing series for next season. After the jump:

  • ABC orders more Revenge, Suburgatory, and Happy Endings
  • The CW gives full-season orders to Ringer, The Secret Circle, and Hart of Dixie
  • NBC orders six more scripts for Prime Suspect
  • HBO plans an hourlong TV version of The Kids Are All Right
  • Disney gives the go-ahead to a musical zombie sitcom
  • TNT casts Battlestar Galactica star Tricia Helfer in a K-9 pilot

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What is Page 2? Page 2 is a compilation of stories and news tidbits, which for whatever reason, didn’t make the front page of /Film. After the jump we’ve included 21 different items, fun images, videos, casting tidbits, articles of interest and more. It’s like a mystery grab bag of movie web related goodness. If you have any interesting items that we might’ve missed that you think should go in /Film’s Page 2 – email us!

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