Major movie studios would also prefer the adoption of a single format for their digital content. It is crucial for Hollywood directors to avoid the costly and consumer-unfriendly situation of having to release DVDs in both formats.
Although both Toshiba and Sony representatives have courted Studios with their technologies, Toshiba seems to have the lead with its ROM proposition of high density video storage. Hollywood dismisses this scenario as it hopes to make Ocean's Twelve and The Bourne Supremacy the first high-definition releases of the year. The first HD-DVD players will then benefit of an interval of time to hit the market in the run up to Christmas, with Blu-ray devices following in early 2006.
In addition, Microsoft is now supporting the HD-DVD format. The news come from NAB2005, where Warner Bros Studios and Microsoft announced their eventual collaboratation on the release of a broad range of next-generation HD-DVD discs using Windows Media Video 9 (VC-1).
Sony reacted with the recent nomination of Howard Stringer as CEO. Stinger has close relationships with Hollywood authorities and his position appears to be backed by Sony's newly appointed president Ryoji Chubachi.
'In the area of next-generation optical discs, we continue to be open to discussions with supporters of other formats,' a Sony spokeswoman confirmed.
On the other hand, Toshiba 'remains interested in a single standard that would be in the best interestof the consumer,' according to Warren Lieberfarb, the former Warner Bros executive, currently working with Toshiba in persuading studios to acquire their format.
It seems that for Sony any compromise would be a synonym of success, with prospects of a share of the valuable licence fees.