Blu-ray

Blu-ray
Blu-ray is an optical disc strorage media format. It is mainly used for high-definition video and data storage. The disc has the dimensions equal to that of the current DVD and CD. It works by using a blue-violet laser to read the write the disc and because of its shorter wavelength (405 nm) a blu-ray disc can store 50 GB, almost six times that of a DVD.
Blu-ray was developed by the Blu-ray Disc Association, a group of companies representing consumer electronics and motion picture production
The standard is covered by several patents belonging to different companies. As of April 2008, a joint licensing agreement for all the relevant patents had not yet been finalized.
As of April 5, 2008, more than 530 Blu-ray Disc titles have been released in the United States, and more than 250 in Japan.

How is it marketed?

With the introduction of Blu-ray many big companies, one of which is Sony, have begun to create Blu-ray disc players, this will allow viewers to purchase and watch the Blu-ray discs.

At this moment prices vary for the Sony's BDP-S300 ranging from £270 on Amazon (http://www.amazon.co.uk/gp/product/B000VRVUMO?ie=UTF8&tag=ny-21) to less than £230 on pixmania (http://www.pixmania.co.uk/uk/uk/598966/art/sony/bdp-s300-blu-ray-dvd-play.html?srcid=198&mctag=uk_16067).

It seems to be under development due to the high demand for something new in the film industry allowing viewers to have an in-depth and realistic experience in their own homes.

Institutions:

http://www.reghardware.co.uk/2007/08/31/ifa_sony_blu_ray/ this website shows how sony and producing some Blu-ray disc players. they have to models under production.

http://news.bbc.co.uk/1/hi/entertainment/5295740.stm and it seems that big films are going to be produced in Blu-ray.

Sony is planning to release a Blu-Ray player in the US this October, while a time-frame for a release in Japan has yet to be decided.
Games consoles with the Blu-Ray technology, including the Playstation 3, are likely to debut in November.

The Blu-ray format is backed by Sony
Both sides are expected to release an attractive package of films and computer games to increase interest in their product.
The new hardware is likely to breathe new life in the dwindling home video market, but some experts fear a repeat of the tussle between VHS and Betamax formats, when consumers were confused and VHS gradually won over the market.
Experts have predicted that the two formats will co-exist until a dual format system is developed.
Ben Keen, chief analyst for Screen Digest, said earlier this month that the format war would "dampen consumer appetite" for the HD disc category.

Audience:

Fans of HD film viewing will be able to buy Blu-ray disc players and Blu-ray discs allowing them to watch their movies in a whole new way. It seems to be a break through which like DVD took over the VHS, Blu-ray will now take over the DVD.

Currently from an audience point of view with Blu-ray you will recieve in-depth and spectacular viewing but choice is very limited with few films being produced in Blu-ray.
For the future it seems that Blu-ray will take off as already its production is massively inceasing.