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Blu-ray becoming household word

Posted by Jazz Inmate on April 3, 2008 at 10:19:54:
The installed base passed the 10 million mark, too.
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Blu-ray disc awareness on rise: survey
Thu Apr 3, 2008 6:37am EDT
By Thomas K. Arnold

LOS ANGELES (Hollywood Reporter) - A majority of U.S. households now know what a Blu-ray Disc is, while the number of households with a high-definition disc player has crossed the 10 million threshold, a new study shows.

The study, from media research firm Interpret, finds that 60% of U.S. consumers are aware of Blu-ray Disc, "up from zero two years ago, when the format was still in the talking stages," said Jason Kramer, the Santa Monica, Calif.-based firm's chief strategy officer.

Making that number even more significant is that the survey of consumers age 18-54 was conducted in mid-January, after Warner Home Video threw its support exclusively behind Blu-ray but before Toshiba officially ended the format war by abandoning its rival HD DVD product.

Since then, the studios and consumer electronics manufacturers supporting Blu-ray Disc have been ratcheting up their own promotional efforts and encouraging retailers to devote more floor and shelf space to the next-generation format.

Among men 18-34, the critical "early adopter" demographic, Blu-ray awareness is at 76%, the Interpret study found.

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Call it, friendo.