This week sees the opening of IFA's doors in Berlin with the Blu-ray Disc Association (BDA) staging one of the World's largest ever showcases of next generation High Definition technology.

Looking ahead to IFA, Frank Simonis, Chairman, BDA European Promotions Committee is full of anticipation for what he believes will be a milestone event in the establishment of Blu-ray Disc as the next generation High Definition replacement for DVD.

"These major trade shows provide us with the opportunity to demonstrate the significant advances that are being made in the BD format in the breadth of hardware and software product that is available and also in the continuing evolution of the format, especially in terms of its BD-Java based interactivity," commented Frank Simonis. "Since CES last January we have made major strides towards our goal of establishing this exciting home entertainment technology. This will be clear to see for all visitors to our stand."

Reflecting on last week?s news of Paramount's decision to adopt the HD DVD format, Simonis was philosophical.

"It would be churlish to say that we are not disappointed by Paramount's decision, it creates confusion amongst consumers' minds at a time when the industry trend towards Blu-ray Disc is clear and undeniable," stated Simonis.

"What we need to do is to stay focused, build on our recent successes and convince consumers worldwide that now is the right time to invest in Blu-ray Disc."

Interactivity comes to IFA

A major attraction for visitors to IFA this year is a series of 'Java Powered Blu-ray Disc Developer Forums' that are being organized and supported by the BDA in association with Sun Microsystems.

"Already, we have seen a number of announcements from studios such as Disney and Fox of releases this fall, which harness the power and potency of Java-based interactivity on BD," commented Jean-Paul Eekhout from the BDA European Promotions Committee. "These events are designed to provide content owners and developers with an opportunity to climb inside this technology and hear from its original creators about its amazing capabilities."

On its stand (Number 104, Hall 6.2) the Blu-ray Disc Association will stage one of the largest ever showcases of Bluray Disc technology, products and services.

The BDA enjoys the support of around 170 companies and many of these will be represented on the stand throughout the exhibition which opens on 31 August and runs until 5 September 2007. The showcase will provide details of the consumer equipment, a wide range of movies and music videos, and the professional equipment and services that are available on the Bluray Disc format.

This year, the BDA will stage a similar press event where leaders from consumer hardware and software companies come together to promote the Blu-ray Disc format. Amongst the entertainment industry executives presenting at the BDA press event will be Franco de Cesare from 20th Century Fox, Monica Juniel from Warner Home Video, Don Eklund from Sony Pictures and Steve Foulser from Disney Corporation.

The Blu-ray Disc Association will also stage a press event at 17.00hrs on Thursday 30 August. The event will take place in the Philips Theatre.