LONDON (Reuters) - Microsoft Corp. announced on Friday a series of tie-ups with consumer electronics manufacturers and media companies to put its Windows Media technology at the center of film, radio and TV broadcasts.

Microsoft has invested heavily in making its Windows Media Player software meet media companies' exacting standards as they shift more of their works to handheld devices, personal computers and high-definition digital televisions and cinemas.

The world's largest software maker has taken an early jump on chief rivals RealNetworks Inc. and Apple Computer Inc.'s QuickTime in Europe, mainly behind the strength of its ties to major music companies.

On Friday at the IBC2003 trade show in Amsterdam, Microsoft announced deals with a batch of firms to make Windows Media codec, or compression technology, available for TV set-top boxes, digital audio tuners and broadband Internet video-on-demand services.

Compression technology is key to converting ordinary sound and video transmissions across digital media devices.

Among the deals announced, Microsoft said its Windows Media codec will be used by German Internet service provider (ISP) T-Online to offer video-on-demand services across its broadband Internet network.

Microsoft also said it will launch a digital audio broadcasting service with Capital Radio in London next month capable of broadcasting in cinema-style 5.1 channel surround sound.

Earlier this week, Microsoft announced it would open the specifications of its Windows Media video codec to the society of Motion Picture and Television Engineers, a move that would allow filmmakers and broadcasters to use the technology for their productions.

Microsoft's Jonathan Usher, director of Windows digital media division, told Reuters on Friday there is no plan to do the same with its digital rights management (DRM) technology.

Media companies are keen to see mass deployment of DRM technology to cut down on digital piracy. DRM technologies have been used to make compact discs copy-proof and help media companies track online distribution of their works for compensation.

There is concern among media companies that a single market dominant DRM technology could ultimately determine how consumers view or listen to media in the future.