Blu-ray Disc: Positioning for Rapid Adoption, Endorsement

With a battle reminiscent of VHS vs. BetaMax looming, the Blu-ray Disc and HD-DVD camps prepared to launch competing, high-definition DVD formats
Blu-ray Disc had to overcome its name, which is less intuitive than HD-DVD. HD-DVD also had a perceived lead in transitioning from standard to high-definition discs, which the Hollywood studios found appealing

Employ a political campaign-style approach that leverages leading media to frame the debate in a way that plays to Blu-ray's advantages and facilitates productive one-on-one discussions with Hollywood studios
Leverage the visibility and consumer trust placed on the brands supporting Blu-ray Disc
Position Blu-ray Disc as the more consumer-focused format

Develop and implement a multi-city, myth-busting media tour to redefine the playing field for key reporters
Develop a monthly newsletter targeted at studio executives, reporters and analysts
Conduct consumer research to understand consumer priorities and expectations and build a message platform highlighting the nexus between Blu-ray's strengths and consumer demands
Maintain steady contact with reporters covering the issue to ensure Blu-ray remains top-of-mind and is inserted into all stories on the next-generation format

Seven major Hollywood studios joined the Blu-ray Disc Association
Blu-ray outpaced HD-DVD in overall coverage, as well as in coverage tone
Consumer research indicates a substantial consumer preference for Blu-ray Disc over HD-DVD