SAN FRANCISCO - During the Macworld keynote address, Twentieth Century Fox and Apple announced the Digital Copy for iTunes. Customers who purchase selected DVDs will be able to effortlessly copy the movie to iTunes and the view it on a PC, Mac, current generation iPods, iPhone or on Apple TV.

"One of the most requested features DVD buyers have been asking for is the ability to get the movies they bought into their iTunes library,” said Jim Gianopulos, chairman and chief executive officer of Fox Filmed Entertainment. "We’re thrilled to offer such an incredibly simple way for our customers to get even more out of their DVD purchase, and we look forward to releasing many more DVDs this year with iTunes Digital Copy."

Mr. Gianopulos, the chairman and chief executive of Fox Films Entertainment was introduced on stage by Mr. Jobs and received a warm reception to his humorous and charming presentation.

"Now movie fans can easily transfer a free copy of the movie they purchase on DVD into iTunes," said Steve Jobs, Apple’s CEO. "DVDs containing an iTunes Digital Copy allow movie fans to get a copy of their movie which can be viewed on a computer, iPod, iPhone or on Apple TV."

"Once a customer buys the DVD, they insert it into their computer, enter a unique code into iTunes and iTunes automatically copies the movie to their iTunes library within minutes. Customers own the iTunes Digital Copy of the movie and it has all of the same great viewing options as other iTunes Store video content, including the ability to be viewed on a computer, iPod with video, iPhone and Apple TV. Each DVD will only transfer its iTunes Digital Copy to one iTunes library," according to Apple.

The first DVD to offer this new feature is the Star Wars parody.Family Guy Presents: Blue Harvest