A group of marketers in the entertainment, software and computer industries have formed a new trade organization dedicated to spreading the gospel about high-definition digital-video discs (HD DVD).
Dubbed North American HD DVD Promotional Group, it includes Universal Studios, Warner Brothers Entertainment, Inc., Paramount Pictures, Hewlett-Packard Development Co., L.P., Intel Corp., Microsoft
Corp. and Toshiba America among its members. Its goal is to educate consumers on the quality and value of HD DVDs, which can hold high-definition videos such as movie or other data. The technology
debuted in the U.S. in April and has been pushed by consumer electronic companies such as Toshiba, which introduced a line of HD DVD players in the spring. The technology has been backed by large
movie studios and Microsoft, which has plans to add HD DVD drives to its Xbox 360 game consoles by year-end. The group plans to spend $150 million in trade and consumer marketing to promote the
product and to convince consumers to choose HD DVDs over an alternative disc format known as Blu-Ray technology, which is supported by Samsung, Apple, JVC, Sony and other hardware companies, as well
as content developers such as Disney, Lionsgate and MGM.
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