http://www.news.com/8301-10784_3-978939 ... 7-1_3-0-20
Blu-ray manufacturers are going to start cutting prices and go out on a promotional binge this holiday season, Matsushita Electric Industrial's Kazuhiro Tsuga said during a briefing with reporters at Ceatec, a large tech trade show that started here Tuesday. At Matsushita, which is best known for its Panasonic brand name, Tsuga is an executive officer who oversees networking efforts, some home electronics technologies and overseas labs, and other areas.
By the end of the Christmas season or the end of the first quarter, the writing will be on the wall. The format war in earnest may last only another year, he predicted.
"The BD (Blu-ray disc) companies will try to do our best to promote Blu-ray," he said. "The studios want us to put money in to promote it."
He added: "By the end of the year, you will see good products with very good promotion."
The Blu-ray coalition is also working on ways to cut the price of slim Blu-ray drives and recorders to allow the technology to infiltrate notebooks and PCs.