Angelie New Media Technologies 08

Blu-ray discs are a new type of disc, created by Sony, enabling recording, rewriting and playback of high-definition video. Blu-ray discs are likely to replace DVDs, since they offer a better experience and can hold more data.

Blu-ray discs can store 5 times more data than a DVD. They can hold 25GB of data on a single layer disc and 50GB on a dual layer disc. Blu-ray also uses advanced audio and video codecs, which further the audience's high definition experience. For a long while, Blu-ray was in competition with Toshiba's HD-DVD. But as of around February this year, Blu-ray won the battle and Toshiba has announced that they will be axing HD-DVD. DVDs use red lasers to read and write data, whereas Blu-ray uses a blue-violet laser (hence the name Blu-ray). Blue-violet lasers have a shorter wavelength than red lasers, which means that the laser spot can be focused with greater precision. This means that the data can be packed more tightly and stored in less space, even though the disc itself is the same size as a DVD. The data layer on Blu-ray discs is a lot closer to the surface, making it necessary for hard coating technology to be used to make the discs more durable. The increased storage space eliminates the need for Bonus Features discs, and instead all the content can be stored on just one disc.


The audience use Blu-ray because of the better cinematic experience. The high-definition picture and sound quality would make the audience want to use Blu-ray over traditional DVDs, since they would probably get a greater sense of satisfaction. Blu-ray discs would appeal especially to film fans, since they would really enjoy watching films in high definition, in the comfort of their own homes. Blu-ray discs could also be more appealing for the audience since they may take up less shelf space, since there wouldn't be any need for more than one disc per film.

Sony has been able to offer consumers a much better experience since they can produce much higher quality home entertainment products. By tapping into the market for high definition products, Sony has managed to attract the support of leading consumer electronics, personal computer, recording media, video game and music companies. Seven of the eight major movie studios (Disney, Fox, Warner, Paramount, Sony, Lionsgate and MGM) are releasing their movies exclusively in the Blu-ray format. When Paramount switched from HD-DVD to Blu-ray in January 2008, that was one of the final signs that Blu-ray would win over HD-DVD.
Through Blu-ray, Sony can make a lot of money. This is because when customers switch to Blu-ray, their old DVDs will no longer work in Blu-ray players. So, the audience would need to buy all their old films in Blu-ray format. While this would be very beneficial for Sony, it would be really problematic for the audience.


Key Concepts

1. Quality
   Blu-ray allows an an enhanced sound and picture experience, meaning more pleasure for the audience.


2. Miniaturisation
   More data can be smalled in a smaller space (i.e. one Blu-ray disc as opposed to multiple DVDs)
   
3. Vertical Integration
   Sony's Playstation 3s come with an integrated Blu-ray player. This could mean that Sony could use Playstations to try and sell Blu-ray discs.
   
4. Non-linear
   The audience could choose what order they want to consume the Blu-ray's content in.

Examples of films on Blu-ray

• P.S. I Love You
• First Sunday
• The Devil's Own
• Shall We Dance?
• Om Shanti Om
• Twister
• 27 Dresses
• First Knight
• The Golden Compass
• Ocean's Eleven
• Ocean's Twelve
• The Orphanage
• One Missed Call