HD-DVD Plans Marketing Blitz In Effort To Unseat Blu-ray

July 17th, 2006 Davis Posted in HDTV DVDs |

Over the last year I’ve been watching the format wars develop between HD-DVD and Blu-ray and while initially, I was anti-both formats, I’ve noticed that my position has begun to change. At first I was disinterested in this battle because I didn’t think that HDTV DVDs were really all that necessary given the quality of a traditional DVD, but as more and more manufacturers support the formats, I’ve started to come around.

In looking at both formats, it’s been argued that there isn’t a clear cut winner, but if you look at some of the initial reports on both technologies, it’s looking more and more likely that HD-DVD is going to provide the superior picture and sound quality. Now, the HD-DVD camp is announcing that they intend to highlight this advantage by committing to a 6 month $150 million campaign backing their technology.

What has changed my mind to support the HD-DVD over the Blu-ray isn’t the superior technology or the content partners that HD-DVD has lined up, but rather my refusal to support Sony’s misguided efforts to release another BetaMax. If there really were compelling features in Blu-ray, then I would question why Sony has refused to cross license their films. In other words, why not produce content for both formats and then let consumers decide who has the best technology? Rather then trying to create a more innovative product, Sony has instead stated that they refuse to release anything unless it’s on Blu-ray technology. While this may be a good strategy for trying to lock consumers into their own platform, it’s a terrible solution for consumers.

Not only are we left with an inferior product, but the format wars will only result in years of gridlock on the hardware side of the business. Sony’s flat out refusal to cross license their media crosses the line between good business strategies and treating the customer right. If they feel that the only way they can compete on this front is by locking my media into technology that is already obsolete, then I’d personally prefer to do without their films. After their rootkit fiasco, the format wars and their overall cluelessness when it comes to helping consumers, it’s hard for me to get excited about any format that will lock my media up with a company like Sony.  While I’ve already made up my mind on which format I’ll be supporting, hopefully, HD-DVD’s marketing push will be enough to tip the scales and force Sony to finally cross license their films on both platforms.