Blu-ray commands 73% of the market, according to the Blu-ray Disk Association, compared with 27% for HD DVD. If PlayStation 3 games and consoles are included, Blu-ray is now outselling its rivals by a ratio of three to one. Mikah Martin-Cruz, general manager of central marketing for Sony UK, said the support of retailers had been key to Blu-ray's strong performance.
Sony plans to build on its success next year by increasing its focus on digital marketing, handled by Dare. It will also support the format through messages around key Sony movie and DVD releases, as well as by making more Blu-ray-compatible music available from Sony BMG. The firm has already embarked on a roadshow to highlight the Blu-ray offering in PlayStation 3.
'Content is king and the majority of movie content is on Blu-ray,' added Martin-Cruz.
Sony kicked off an advertising campaign to promote the Blu-ray format last month.
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