Whoopie-do, you might think, but we haven't told you the clever part yet.

The DVDs or other optical media have a strip running across the disc that makes them unreadable in a player or games console.

When the sale is made at the cash till, the RFID chip is scanned and an electro-optic film is altered to allow the discs to be read.

According to company suits, the process could eradicate shoplifting for those products because any goods stolen would be unusable.

If only the same could be applied to content streamed over the internet, Media Rights Technologies' work would be complete.