

For a good couple of years leading up to mid-February 2008, there had been a hefty battle between the two competing formats, HD-DVD and Blu-ray, both vying to be the chosen replacement standard after DVD.
We at EESB were following the fight with interest for a long time, as the outcome would shape a chunk of our business direction in the future.
Officially, HD-DVD was the format endorsed by the DVD Forum – the people behind the specs for the original DVD specification – however, Sony was pushing its Blu-ray hard as an alternative, particularly after their losing of the VHS vs Betamax war in the 1980s. The aim of both the new formats was to win the hearts and minds of Hollywood studios and end-users alike.
In our opinion, HD-DVD had the right idea from the start: high-definition video; interactive menus; live data feeds from the internet to be used in semi-live menus; picture-in-picture facility; fairly decent data capacity; similar but evolved disc technology meaning HD-DVD players were not too expensive to buy; very little equipment replacement required at disc manufacturing plants, so discs were cheap to produce.
On the other hand, Blu-ray had a lot of things not so right. Aside from its greater capacity (25GB per layer compared to HD-DVD’s 15GB), the format was quite different to DVD, so required major retooling at manufacturing plants, leading to costly disc production. The players were difficult to manufacture and so cost typically double that of HD-DVD. It didn’t help that Sony were reserving required components for their PS3 console, which they wanted to use to bundle Blu-ray abilities into as many homes as possible. Most of all, it lacked the interactivity and live internet-fed features of HD-DVD.
Sony and Toshiba (the developer of HD-DVD) were in talks for a while, discussing the possibility of a new format, merging their two competitive platforms together. We really wished this had gone through – the raw bandwidth and storage of Blu-ray combined with HD-DVD’s interactive specs and region-free coding could have been a hell of a combination. It would also have made life much simpler for both the consumers and the content producers, to only have to choose one set standard to work to, as with DVD and VHS before it. Alas, Sony were too precious in regard to their specs, and the talks quickly broke down. What was to follow was a confusing battle for the poor consumers of the World.
We were interested to read the reviews of the first movie titles released on both formats. Interestingly, the critics typically said that although the HD-DVD titles were running on a disc with lower capacity to the Blu-ray rivals, they actually had better picture quality at least. Later this pretty much transpired to be more due to some sloppy encoding practices employed by whoever prepared the discs – not something you’d catch happening at Eight Eyed Sea Bass, we might add.
More recently, the Hollywood studios, the media, and the consumers, were all subjected to plenty of Sony propaganda. Sadly, along with disappointing initial PS3 sales finally starting to increase, Sony did begin to take a bit of a lead in the market.
We found it irritating that this should be the case – that a platform should begin to win, when its creators had not actually finished working on the specifications, even though the hardware was out on the market.
Poor, poor consumers. How many of you bought a Blu-ray player for £800 or more, only to find that it is an early model without the features which HD-DVD offers? Never mind, Sony will sell you another one if you are willing, one with Profile 1.1 and slightly enhanced features, unlike your now-defunct not-much-more-advanced-than-DVD-spec Profile 1.0 box.
Still not happy? You want a Blu-ray player with live menus and mandatory internet connection, enough memory to make it all work, with picture-in-picture and other advanced features, just like HD-DVD?? Don’t worry! Sony will gladly sell you yet another Blu-ray player, being released with spec “Profile 2.0″ during and onwards from 2008! Perhaps it’ll only cost you £600 this time, because they got better at manufacturing the things now….
This is not what EESB calls honourable practice. Get your products sorted properly, and specs sorted, and then release to the public!
In the run up to the end of the story, we felt it important that we share the last part of the timeline of the format war. Due to much propaganda and bribery, one format came out trumps in the end:
- Tues 21st August ‘07 - Two major studios dump Blu-ray, including Paramount
- Sun 6th Jan ‘08 – Warner Bros leaves HD-DVD camp, 2 days before CES show in which there was to be a big HD-DVD press event, messing up the tradeshow plans. Later, there is talk of Warner being paid to switch over to Blu-ray, with numbers like $100m or even $500m being bandied about.
- Weds 9th Jan ‘08 - Paramount claims it still loves HD-DVD.
- Tues 29th Jan ‘08 - UK Woolworths stops stocking HD-DVD, to sell Blu-ray only
- Mon 11th Feb ‘08 - Netflix (the online movie rental firm) stops renting out HD-DVD, at which point, 4 of the 6 major Hollywood studios are backing Blu-Ray.
- Tues 12th Feb ‘08 - Best Buy stops selling HD-DVD discs
- Fri 15th Feb ‘08 – Our sources suggest rumours of a leak from within Toshiba saying HD-DVD was about to be killed off.
- Mon 18th Feb ‘08 - Toshiba announce pulling out of format war, due to studio switches and the loss of support of Wal-Mart.
The loss of Wal-mart as a sales outlet for HD-DVD player was probably the final straw for HD-DVD. With most of the content being provided now on Blu-ray, there is not much hope when the largest retailer in the World stops stocking your product line.
So, sorry HD-DVD, to see you go, so cruelly killed off. We wish the future could have been different!
All said and done, we are glad that at last there is just one format for consumers to choose. Now the confusion will be gone, and people can get back to being entertained by their entertainment gear.
We at Eight Eyed Sea Bass look forward to developing some of the most exciting Blu-ray titles you can get. Keep your eyes peeled on our news in the future for coverage of this. However, we recognise that Blu-ray authoring and duplication will not be an option to consider for most clients for at least another 2-3 years at which point the costs involved should be much better. Until then, DVD will be just fine. However, we will obviously put our hearts and souls into whatever output our clients want and need.
Thanks for reading.
Keep well, everyone.