Don Eklund, SPHE's senior vice president for advanced technologies, said two weeks ago that Sony's initial Blu-ray discs "and all of its Blu-ray titles for the foreseeable future" will be free of the "Image Constraint Token" (ICT) or "analog sunset" technologies that's built into the AACS standards for Blu-ray and HD DVD.
Following Sony's decision, 20th Century Fox (NWS), Disney (DIS), and Paramount (VIA) say they initially will not use the new copy protection on their releases. According to BusinessWeek.com, Universal will forego the protection too. Concerning the HD DVD releases, Warner Brothers will most likely be releasing some of its announced HD-DVD titles through April that will use the content protection software.
Sony and other consumer-electronics companies have also added the "upconvert" function to the next-generation players, in an effort to boost the image quality. However, to make the same disk look different after upconversion to HD resolutions would require a TV set of minimum 50 inches.
Toshiba, the main backer of the rival HD DVD format, has not made any official announcement regarding the use of the ICT function. The company may follow Sony's policy.