According to a study done by the London based research firm, Screen Digest, the battle between Blu-ray and HD DVD will alienate many consumers, turning them off of the technology altogether.
The battle between two hyped formats for high-definition DVD will confuse shoppers and turn many of them off the whole technology, a London-based research firm predicted on Friday.
Market research analyst Screen Digest also forecast that only $11 billion of the total $39 billion expected to be spent on video discs by 2010 in the United States, Europe and Japan will be generated by the competing high-definition formats, Sony Corp.-backed (6758.T: Quote, NEWS, Research) Blu-ray and Toshiba-supported (6502.T: Quote, NEWS, Research) HD-DVD.
"The net result of the format war and the publicity it has generated will be to dampen consumer appetite for the whole high definition disc category," Screen Digest analyst Ben Keen said.
Screen Digest also predicts that the two formats will co-exist until a combined solution becomes cost-effective. If you'd like to read more, the entire article can be found here.