The Blu-ray Disc Association (BDA) is responsible for promoting and developing business opportunities for Blu-ray Disc - the next-generation optical disc format for storing high-definition movies, games, photos and other digital content.

ENGADGET: Blu-ray Discs expand to 128GB under new BDXL spec

Blu-ray DiscTM is the next-generation optical disc format for high definition audio-video and high-capacity data software applications.

ENGADGET: Blu-ray Discs expand to 128GB under new BDXL spec

Nine consumer electronics firm agreed in February to standardize and promote a new format called "Blu-ray Disc" that uses a shortwave blue-violet laser to read more than two hours of high-definition content stored on a DVD-size platter.

FORBES: What's Coming

While we hope that the Blu-ray Disc Association can work out the kinks, there is real promise in the format.

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The five parts were shot as a movie over 24 days and will be released on Blu-ray disc, but Feldman said they knew they needed break points to fit the series format.

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Each team put its own spin on the numbers, with HD DVD-backing Universal pointing out that despite a 5:1 advantage in hardware due to the PS3, disc sales are still nearly even, while Blu-ray supporter 20th Century Fox sees the format war as being in its "final phase, " and fence-straddling Warner merely noting that both formats are "selling well".

ENGADGET: Blu-ray surpasses HD DVD in disc sales for the first time HD