CES 2008: Microsoft Won't Rule Out Blu-Ray Drive
Microsoft has never been entirely against releasing a Blu-ray add-on for Xbox 360 -- Peter Moore said as much two years ago -- but the company has been staunch supporter of HD-DVD, so they've so far limited HD-DVD as the high-def disc alternative on Xbox 360. With the announcement that Warner Bros. is now Blu-ray exclusive and analysts predicting the end of the format war, however, what's Microsoft's stance now?
During CES 2008, 1UP had the chance to speak at length with Jeff Bell, VP of Global Marketing for Microsoft's Interactive Entertainment Division, where he discussed his reaction -- and hinted at Microsoft's future intentions -- for HD-DVD and Blu-ray.
"We were disappointed with the announcement. It has a consequence. I will tell you that we are committed to HD-DVD and still have some great partners -- Universal, Paramount, DreamWorks -- these are great participants in the format," said Bell, before taking a jab at PlayStation 3. "We have sold very well the HD-DVD accessory. We did make a specific choice; we did not impose technology on our consumers. We would like choice to be our guiding principle, and it has worked for us. We're not demanding that people choose a format, but rather, we're with DVD in the Xbox 360."
At the same time, Bell recognizes that Sony and Microsoft already work together in some arenas. "You know, interestingly, we have a long history of partnership with Sony. Obviously, they run our software on their personal computers and other devices, so we have a 'coopetition' -- a word I learned at Microsoft when I joined. We've been talking to Blu-ray all along because we have the best piece of software in the business, called HDi. It is the backbone that powers interactivity in HD-DVD and we have that available to potentially partner with others."
"You never say never. I think we'd like to see how things evolve. Our commitment, however, to HD-DVD is profound and consistent, and we have done very, very well in term of our accessory sales. We have 400 HD-DVD movies from great studios available," concluded Bell. "It's a long time between now and June."