The ongoing war between the next-generation high definition formats HD DVD and Blu-Ray Disc seems to be finally coming to an end, with the latter emerging as a clear winner.
The defections from the HD DVD format, backed by companies like Microsoft, Fuijitsu and Kenwood, was prompted by the announcement in early January of Warner Brothers to release its titles exclusively on the Blu-Ray Disc, supported by companies Sony, Apple and Dell. The exodus from HD DVD has continued: Netflix, the online DVD rental service in the States announced a month later that it too will start phasing out HD DVD and switch to Blu-Ray only by the end of the year, and The Times has reported that as many as 20 companies currently part of the HD DVD Promotion Group are contemplating removing their names from that list [1].
Since both the formats were introduced in 2003, neither had shown a clear lead in the race. Having learnt from the infamous format wars in the late 1970s – 80s between Sony’s Betamax and JVC’s VHS home video formats, both the HD camps have maneuvered to gain a majority share in the home entertainment market, so as to benefit from network externalities and ‘bandwagon effects’. Network externalities refers to how an individual purchasing a good would indirectly benefit other consumers; in this case, the more consumers choose Blu-ray Disc players, the more likely rental services or DVD shops are likely to stock Blu-Ray discs, and the easier for other consumers to find and enjoy their high definition DVDs. This in turn would lead to the ‘bandwagon effect, where momentum for a particular product builds up, encouraging the support of consumers, distributors, licensees, such that it becomes the industry standard. Considering this, it seems rational for Sony to have release their Playstation 3 game console—which features a Blu-Ray Disc drive—at a significant loss.
It has been argued that unlike the Betamax-VHS format war, the present competition has effectively been decided in boardrooms, with the major studios making the decision of where their loyalties lie before consumers. In this respect, network externalities and bandwagon effect at the producers and distributors’ level was what mattered in the current war– the more studios back one format, the easier and cheaper it would be for producers to mass produce the discs. However, it must be noted that Blu-Ray discs were already outselling HD DVDs by about two to one in the first three quarters of 2007 [2], such that it may be too early right now to declare whether it was the consumers or producers who decided the winner of the format war.
Rationale Reckons:
- Since companies are already working on the successor to Blu-Ray Disc format, and DVDs are still holding up, is it possible that we may leap-frog this HD format, such that it doesn't quite matter who won this round?
- Would this development matter much to those of us who seem to be increasingly enjoying our media in out formats (...downloading, anyone?)
- Lord of the Rings on Blu-Ray...at last!
Sources
[1] Lewis, Leo “Blu-Ray takes inside edge in war with HD-DVD” (8th January, 2008) Times Online
http://business.timesonline.co.uk/tol/business/industry_sectors/media/article3153038.ece
[2] McBride, Sarah. “DVD formats Blu-Ray, HD square off” (30th September 2007) http://www.charleston.net/news/2007/sep/30/dvd_formats_blu_ray_hd_square_off17561/
The defections from the HD DVD format, backed by companies like Microsoft, Fuijitsu and Kenwood, was prompted by the announcement in early January of Warner Brothers to release its titles exclusively on the Blu-Ray Disc, supported by companies Sony, Apple and Dell. The exodus from HD DVD has continued: Netflix, the online DVD rental service in the States announced a month later that it too will start phasing out HD DVD and switch to Blu-Ray only by the end of the year, and The Times has reported that as many as 20 companies currently part of the HD DVD Promotion Group are contemplating removing their names from that list [1].
Since both the formats were introduced in 2003, neither had shown a clear lead in the race. Having learnt from the infamous format wars in the late 1970s – 80s between Sony’s Betamax and JVC’s VHS home video formats, both the HD camps have maneuvered to gain a majority share in the home entertainment market, so as to benefit from network externalities and ‘bandwagon effects’. Network externalities refers to how an individual purchasing a good would indirectly benefit other consumers; in this case, the more consumers choose Blu-ray Disc players, the more likely rental services or DVD shops are likely to stock Blu-Ray discs, and the easier for other consumers to find and enjoy their high definition DVDs. This in turn would lead to the ‘bandwagon effect, where momentum for a particular product builds up, encouraging the support of consumers, distributors, licensees, such that it becomes the industry standard. Considering this, it seems rational for Sony to have release their Playstation 3 game console—which features a Blu-Ray Disc drive—at a significant loss.
It has been argued that unlike the Betamax-VHS format war, the present competition has effectively been decided in boardrooms, with the major studios making the decision of where their loyalties lie before consumers. In this respect, network externalities and bandwagon effect at the producers and distributors’ level was what mattered in the current war– the more studios back one format, the easier and cheaper it would be for producers to mass produce the discs. However, it must be noted that Blu-Ray discs were already outselling HD DVDs by about two to one in the first three quarters of 2007 [2], such that it may be too early right now to declare whether it was the consumers or producers who decided the winner of the format war.
Rationale Reckons:
- Since companies are already working on the successor to Blu-Ray Disc format, and DVDs are still holding up, is it possible that we may leap-frog this HD format, such that it doesn't quite matter who won this round?
- Would this development matter much to those of us who seem to be increasingly enjoying our media in out formats (...downloading, anyone?)
- Lord of the Rings on Blu-Ray...at last!
Sources
[1] Lewis, Leo “Blu-Ray takes inside edge in war with HD-DVD” (8th January, 2008) Times Online
http://business.timesonline.co.uk/tol/business/industry_sectors/media/article3153038.ece
[2] McBride, Sarah. “DVD formats Blu-Ray, HD square off” (30th September 2007) http://www.charleston.net/news/2007/sep/30/dvd_formats_blu_ray_hd_square_off17561/
No comments:
Post a Comment