HDV is competing with EVD to become China?s next-generation national DVD standard, according to the China-based Beijing K-City High Definition Electronic Technology.

According to DigiTimes, in an attempt to promote the HDV standard in China, Beijing K-City produces HDV players and HDV-based movie discs. Currently, Beijing K-City sells its products through Suning Appliance, a large retail chain with outlets throughout China, and bundles its products with FDP (flat display panel) TVs made by Toshiba, Hitachi and local maker XOCEO. Beijing K-City expects to ship 100,000 HDV players this year.

In order to attract consumers, Beijing K-City offers 10 new movies a week on HDV disc, the company indicated. The company has also signed with local movie producers to have more than 1,000 movies issued on HDV. Currently, a pre-recorded HDV movie disc sells for 12 yuan (US$1.45) while a disc with three movies sells for 15 yuan (US$1.81).