Toshiba and Microsoft have revealed plans to form the Advanced Interactivity Consortium (AIC), an open forum aimed at boosting the adoption of HD DVD.
It's the latest move in the hi-def format war, in which Blu-ray is currently stretching ahead mostly thanks to support from Sony and the PS3's movie playback.
According to data collected by Home Media Retailing, earlier this year Blu-ray movies were outselling HD DVD two to one. Well, half of our PS3's usage is for movies anyway...
As well as pushing HD DVD in the industry, the new organization will focus on ways to bring "advanced scenarios" to other platforms, including digital downloads to DVD players, PCs, TVs, mobile phones and consoles.
The Advanced Interactivity Consortium has its roots in the work we've done with HDiT and HD DVD, but is open to all companies interested in bringing a broader set of experiences to consumers on different platforms," said Robbie Bach, president of the Entertainment and Devices Division at Microsoft.
"We look forward to contributing to this effort with HDi, our implementation of HD DVD's interactive layer, and to collaborate with AIC members on how to extend interactive compatibilities to the consumer electronics market."
So finally a fess-up that HD-DVD is lagging behind, or MS making damn sure that its format of choice comes out on top? The Xbox 360 HD DVD drive - which currently retails for £114.99 in the UK - recently saw a $20 price cut in the US.
There's no word on a similar slash on our end, but considering the newly formed organisation we reckon we'll see a much stronger push going forward...
