sonycowboy
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http://www.videobusiness.com/article/CA634677.html
Never bluff small.
Thats the lesson for HD DVD supporters, as they try to find a face-saving way to let the formats launch date slip into 2006.
With time running out to get product onto retail shelves in time for the formats much-touted fourth-quarter debut, HD DVDs principal hardware backer, Toshiba, says it is on schedule for this year. But it has yet to offer details on when players will be available, how many will be shipped, their features, price or likely retail mix.
In fact, the company has been unable to start building players due to a delay in final technical specs and licensing terms for the Advanced Access Content System copy-protection scheme, which are still pending.
With so much uncertainty on the hardware side, the studios nominally backing the format are starting to go squishy on their own fourth-quarter plans.
Paramount seems to be falling back on its original position of releasing titles in 2006, NBC/Universal is hemming and hawing, and Warner says it will release titles when the players are available but cant say when that will be (see chart, page 1).
As it stands, the most likely scenario is that a small number of playersperhaps 50,000-100,000will arrive on store shelves in early December, accompanied by a handful of titles from Warner and perhaps Universal.
From a marketing perspective, it would probably be better for all concerned if it didnt happen.
The only reason it might is due to the studios own earlier posturing.
The first unveiling of studio support for HD DVD, in November 2004, was supposed to involve Warner, Universal, Paramount and Disney. Its aim was to create the appearance of a broad industry move toward HD DVD in order to put pressure on the rival Blu-ray camp to either give up or at least agree to serious negotiations on a unified format.
At the time, none of the studios was firm on a launch date for HD DVD, because no one expected to have to go ahead with one without the rest of the industry on board. However, Disney demurred in the end, and the other three studios were left to proceed without the Mouse.
When that bluff didnt work, they turned up the heat, staging an elaborate press conference at CES in January to unveil the fourth-quarter 2005 launch plans, complete with a list of 89 titles. But once again, the demonstration was meant mostly for tourists.
Although the studios made an elaborate show of their determination to forge ahead with HD DVD, their goal all along was to pressure Blu-ray into a compromise. To maintain the pressure, theyve had to keep up the appearance of fourth-quarter launch planning in the months since.
What no one counted on was that people outside the inner circle might actually take their pronouncements seriously and start to expect a substantial fourth-quarter launch of high-definition DVD.
Now that theyve created that expectation, Toshiba and the studios are trying to figure how bad theyll look for not meeting it.
Had HD DVD supporters really wanted to play hardball with the Blu-ray group, there were points where they could have raised the stakes much higher.
The 10 hardware vendors who comprised the original Blu-ray Disc Founders Group sit on the steering committee of the DVD Forum, the industry-wide consortium that oversaw the development of HD DVD (VB, 1-24-03).
For several months in 2003, the Blu-ray companies managed to effectively hold up the Forums approval of the HD DVD design work done by Toshiba either by voting against adoption or abstaining from votes to deny Toshiba the majority it needed on the steering committee.
While that doesnt mean the Blu-ray companies did anything illegal, an aggressive gambler might have at least brought those votes to the attention of anti-trust regulators, or even filed litigation, to gain leverage at the table.
The Blu-ray side was betting Toshiba and its allies wouldnt go that far, and their bet was never called.