Content is king. A statement I believe to be true in this day of content driven technology. But, I fear, a statement that has been cast aside for technology’s sake in the discussion of the two camps at the heart of this article – Blu Ray and HD DVD.
Both solutions represent technology leaps forward by providing us with 1080p resolution, improved audio channels, additional content and, in real terms the closest experience to film yet. Both solutions present the dealer and installer with commercial opportunities for the installation of both new and upgrade paths into the world of High Definition. Both drive the HD display market, both drive the cable market and present opportunities. In reality, both have their pros and cons but both have a chance at succeeding as the HD playback medium of choice.
The key driver to the success of one over the other is the content. As of the time of writing this article Blu Ray had the edge with 230 titles, HD DVD falling behind with just under 200. As has been proven before, what captures the hearts and minds of customers at all levels is not so much the additional features of one over the other, in this case being a relatively level playing field, but the support of the major studios in providing that favourite title or latest blockbuster at release. The shift in studio support has been noticeable with Warner and others such as Paramount and DreamWorks in both camps despite the original format backing – perhaps a sign of ‘hedged bets’ in the short term. Disney, a massive pull for all genres of material is firmly in the Blu Ray camp along with the likes of Columbia, Lions Gate, MGM and Fox. One exception remains in the form of Universal, still firmly in the HD DVD camp. Despite whispers of a move to also support Blu Ray, it has remained silent and to a degree steadfast in its HD DVD backing. A move to Blu Ray would surely swing the balance of support and perhaps be one of the signs that HD DVD’s days are numbered.
Sales are perhaps the better marker of how the content has fared – in Q1 of 2007, Blu Ray made up 70% of the total HD content purchases and accounted for no less than 7 of the top 10 Amazon HD titles available. The marker of 1 million titles sold was reached by Blu Ray months before HD DVD and if this trend continues, it is clear that Blu Ray has the edge of content, if not the consumer understanding or marketability of HD DVD.
Indeed, dual format machines from LG already making their presence felt, show that confusion is still evident.
For custom installers, other areas must be considered. If HD content is to be enjoyed on media server devices similar to current DVD titles, the two technologies have clearly got it wrong. Their emphasis on copy protection systems of AACS and HDCP on the HDMI output, plus the potential use of BD+ has put the formats firmly beyond reach of current media server platforms – at least in terms of forward thinking. Rather than focus on ‘loosing’ content revenue to copying, some foresight would have suggested the growing media server market vs. traditional disc players to be the early adopter/decision makers. Insistence of high license fees of AACS for both formats has put it beyond the reach of some media server companies. DRM is something that has slowly been killing the move to digital playout and HD DVD / Blu Ray will be no different. The ironic exception to this rule has been Hewlett Packard’s support of Blu ray and with it, its insistence on the deployment of Managed Content Protection, in effect a way to allow control over how many times a disc may be copied. The technology is therefore capable in Blu Ray, but the studio executives still need to be convinced to embrace the opportunity. The content is slowly but surely increasing; it is time for the two camps to get the model correct on bringing that content to the custom install market and providing flexible schemes and terms to enable that content to be exploited in all its acknowledged glory. Whilst the MPAA may be considering so called format shifting, it may well be some time off as our industry slowly but surely gets across the message of its need, and even then the DMCA and its European equivalent require legislature changes unless the Studios are compelled to make the right decision, something that historically has proved a slow and painful exercise.
So here is the conundrum – the technology may be there; the content may well be on the rise, but issues still remain. In my mind, the custom installer should wait for these issues to be resolved and utilise the flexible DVD platform with its vast content catalogue via up scaling DVD players or digital media servers.
We should not be recommending one solution over another whilst these wars are fought, lest we do the end customer a disservice. Instead of discussing physical implementations, perhaps the focus should be on the truly flexible dynamic of HD digital media on platforms such as the PC, media servers and Video on Demand in glorious 1080p and the banishment of physical media and its restrictions to bygone days. These alternate models will be the future of HD and something that we will explore in next months column.
Patrick Mc Grath