Blu-ray looks to be gaining an increasing competitive advantage in the European HD format war. It's achieved critical mass with three main Blu-ray manufacturers (Sony, Panasonic and Samsung) while one million PS3 consoles have been sold across Europe. And, software titles now outsell HD-DVD by a clear and consistent two to one ratio.
Market indicators suggest that Blu-ray is entering a strategically important period where it's possible for the format to gain momentum rapidly in mainstream European markets. As such, a group of hardware and software have pooled together to place significant resources behind Blu-ray in European markets.
Recognising that distribution and market dynamics vary wildly between European countries, the companies have established a series of Blu-ray promotion task forces throughout a number of local country markets.
Teams will be active in the Benelux countries, France, Italy, Germany, Spain and the UK. These teams are providing local press events and retail promotions including in-store promotions, roadshows and local language websites – all of which are specifically tailored for each country.
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