A new trade organisation backing HD DVD, the North American HD DVD Promotional Group, has been assembled by Universal Studios Home Entertainment, Warner Home Video, Paramount Home Entertainment, HP, Intel, Microsoft and Toshiba, Electronic News (US) reported.
Launching an offensive against rival next-generation DVD technology Blu-ray, these companies have banded together to foot the bill for a US$150 million marketing campaign to ensure HD DVD's success in North America. The non-profit group said it “will promote the companies' common interests in the success of HD DVD and educate consumers on the quality and value of HD DVD”.
The North American HD DVD Promotional Group unveiled a new advertising and marketing campaign showcasing HD DVD as “The Look and Sound of Perfect”.
The group and its member companies said they plan to back the campaign with an anticipated US$150 million in trade and consumer marketing, advertising and promotion through this year and into 2007. The campaign will promote the format in television, print, online and outdoor advertising markets, co-marketing HD DVD hardware with HD DVD titles expected by the year's end.