One option consumers are embracing is purchasing up-converting DVD players. According to NPD's Retail Tracking Service, unit sales of up-converting players were up over 5% in the first quarter of 2008 compared to 2007, while sales of DVD players without an up-converting feature declined 39%.
"Consumers continue to see a gap between Blu-ray's premium video quality and features and its premium price," said Ross Rubin, director of industry analysis, NPD. "As content availability improves, this holiday season will be the best opportunity to date for retailers and manufacturers to promote Blu-ray adoption.
--Karl Greenberg
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