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