In our last episode of The Blu-Ray/HD DVD War, we went past the Blu Ray and HD DVD manufacturers and the motion picture industry to discuss other players with a stake in the game.
One such was Microsoft, who sells a HD DVD add-on player for their Xbox 360 gaming system, and so would seem to be seated firmly on the HD DVD side of the table.
However, movie director Michael Bay contends that Microsoft's support of HD DVD is more extensive than one might think.
And for an entirely different reason.
Transforming...
When Michael was asked on his web site why his latest film Transformers was only going to be available in the "less popular" HD DVD format, his response was direct and to the point:
"What you don't understand is corporate politics."
"Microsoft wants both formats to fail so they can be heroes and make the world move to digital downloads. That is the dirty secret no one is talking about."
"That is why Microsoft is handing out $100 million dollar checks to studios just embrace the HD DVD and not the leading, and superior Blu Ray," Bay continues. "They want confusion in the market until they perfect the digital downloads. Time will tell and you will see the truth."
XBox Video Marketplace...
He could be right. Microsoft is pushing its XBox Video Marketplace hard, and it's going worldwide. In December it will begin premiering outside of the United States, opening in Canada, France, Germany, Ireland, and the UK.
And unlike movies available from iTunes, Marketplace customers can choose between standard-definition/DVD quality or HD quality films. Apple, on the other hand, currently only offers video content at "near" DVD quality.
But it's questionable as to just how many systems can take advantage of Xbox-based HD. Xbox sales have been less than stellar, and only owners of Microsoft's more expensive Xbox 360 Elite or Xbox 360 Premium edition have the needed HDMI outputs.
In contrast, HDMI is available on all PlayStation 3 models, as is support for HD DVD's opponent, Blu-Ray.
Apple's media device, the Apple TV, also comes with HDMI connections as a standard feature, giving cause to wonder when, not if, HD content is coming to iTunes.
Affordable content?
Robin Truchy, Director of Xbox LIVE for Europe, adds his comments, “Xbox Live Marketplace Video Store in Europe is all about adding to the ever-expanding number of entertainment choices that our consumers have on their Xbox 360. We want to give them the entertainment they want, in the format they want, when they want it and at an affordable price."
As such, Microsoft's strategy is clear. Get the game console into the living room, then submarine in additional features, subscriptions, and immediate access to affordable content.
Though some might question the term "affordable", as Microsoft's prices for downloadable content correspond roughly to those for physical disks.
Then again, as we saw in Higher Prices On iTunes, dropping prices isn't easy. With studios pressing for higher revenues, and with retailers pressing pressing hard not to be undercut by digital downloads, it's doubtful prices are going to decline soon.
And that's to no one's advantage.
But is Bay right? Does Microsoft have ulterior motives?
Probably.
Because in any war, there's always someone with an agenda trying to play off one side against the other.
Continued in The Blu-Ray/HD DVD War: Defections And Betrayals
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