Evolution of Storage

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					                           Blu-Ray Disc

         Sr. No                  Index                 Page No

             1           Evolution Of Storage             1

             2    Comparison Between Different Discs      2

             3                   Origin                   3

             4    Difference Between HD DVD & Blu-        4
             5                Technology                  5

             6                  Variants                  6

             7            Software Standards              7

             8          Importance Of Blue Ray            8

             9               Market Share                 9

             10         Application Of Blu-Ray           10

             11        Application In Hollywood          12

             12             Region Coding                13

             13      Blu- Ray in different countries     14

             14           Future Of Blu-Ray              15

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Evolution of Storage:-

Change is never a constant process. There has been a change in technology and also the
processes involving technology from a long time. These changes are brought about due to the
changing needs and demands of people. To start with every organization or people have the
need to store a large data that can help them analyse or get information when they need. To
do so they have to store the collected data in the right manner so that it could be useful to
others and themselves on a long period of time. Initially people used a large amount of paper
work. Documents and files were stocked in cupboards and draws this created a large
occupancy of area and loss of data due to unconditional problems. This resulted in the
evolution of floppy which had the capacity to store up to 4MB (initially) of data this was a
revolution because now data could be more widely spread and was stored in a compact form.
The latest evolution of a floppy could store maximum data of 30MB.The need to store more
data increased and helped develop new storage methods. After floppy, ZIP drives came into
existence having a storage capacity from 128 MB-250 MB. By the development of CD
storage was safer and variety of data formats like songs, pictures, documents could be stored
and they were less exposed to spoilage then the floppies. The storage capacity of a CD was
from 700MB-800MB. As world’s reach increases, the needs increase for more and more.
Than the DVDs were developed that changed not only the methods of storing data but also
helped in viewing movies. It also added a boom in technology where in products that were
related to the DVD were now available like the DVD player, DVD movies etc. that changed
the idea of a DVD only being used in data transfer or as a medium of business. Once there is
a trend of evolution it just gets better and so there was a new technology that was introduced
and this included the use of blue ray instead of the red rays normally used in the CD and
DVD formats. This was called the blu-ray disc and it has since then changed the viewing
experience of people, the methods of storage also the introduction of large database storage
that have helped organizations achieve in maintaining large information from salaries of
employees to the job performances to customer trends for a period of time. We also see that
this technology has helped organizations view their information in a more condensed and
single step method other then having large data in different CDs or files or using a large
space in their computer. Instead know they store information in the blu-ray disc which offers

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them large space and helps them reduce occupancy giving more reliability and easy excess to
the most required information.

What is a Blu-Ray Disc?

Blu-ray (not Blue-ray) also known as Blu-ray Disc (BD), is the name of a new optical disc
format jointly developed by the Blu-ray Disc Association (BDA), a group of the world's
leading consumer electronics, personal computer and media manufacturers including Apple,
Dell, Hitachi, HP, JVC, LG, Mitsubishi, Panasonic, Pioneer, Philips, Samsung, Sharp, Sony,
TDK and Thomson. The format was developed to enable recording, rewriting and playback
of high-definition video (HD), as well as storing large amounts of data. The format offers
more than five times the storage capacity of traditional DVDs and can hold up to 25GB on a
single-layer disc and 50GB on a dual-layer disc. This extra capacity combined with the use of
advanced video and audio codecs will offer consumers an unprecedented HD experience.

While current optical disc technologies such as DVD, DVD±R, DVD±RW, and DVD-RAM
rely on a red laser to read and write data, the new format uses a blue-violet laser instead,
hence the name Blu-ray. Despite the different type of lasers used, Blu-ray products can easily
be made backwards compatible with CDs and DVDs through the use of a BD/DVD/CD
compatible optical pickup unit. The benefit of using a blue-violet laser (405nm) is that it has
a shorter wavelength than a red laser (650nm), which makes it possible to focus the laser spot
with even greater precision. This allows data to be packed more tightly and stored in less
space, so it's possible to fit more data on the disc even though it's the same size as a
CD/DVD. This together with the change of numerical aperture to 0.85 is what enables Blu-
ray Discs to hold 25GB/50GB.

Comparison Between different Discs:-

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The information density of the DVD format was limited by the wavelength of the laser diodes
used. Following protracted development, blue laser diodes operating around 400 nanometres
became available on a production basis. Sony started two projects in collaboration with
Philips applying the new diodes: UDO (Ultra Density Optical) and DVR Blue (together with
Pioneer), a format of rewritable discs that would eventually become Blu-ray Disc. The core
technologies of the formats are similar.

      The first DVR Blue prototypes were unveiled at the CEATEC exhibition in October
       2000 by Sony.
      A trademark for the "Blue Disc" logo was filed February 9, 2001.
      On February 19, 2002, the project was officially announced as Blu-ray Disc, and Blu-
       ray Disc Founders was founded by the nine initial members.
      The first consumer device arrived in stores on April 10, 2003: the Sony BDZ-S77, a
       US$3,800 BD-RE recorder that was made available only in Japan. But there was no
       standard for pre-recorded video, and no movies were released for this player.
      Hollywood studios insisted that players be equipped with Digital Rights Management
       before they would release movies for the new format, and they wanted a new DRM
       system that would be more secure than the failed Content Scramble System (CSS)
       used on DVDs.
      On October 4, 2004, the name "Blu-ray Disc Founders" was officially changed to the
       Blu-ray Disc Association (BDA), and 20th Century Fox joined the BDA's Board of
      The Blu-ray Disc physical specifications were completed in 2004.
      In January 2005, TDK announced that they had developed a hard coating polymer for
       Blu-ray Discs. Cartridges, originally used for scratch protection, were no longer
       necessary and were scrapped.
      The BD-ROM specifications were finalized in early 2006.
      AACS LA, a consortium founded in 2004, had been developing the DRM platform
       that could be used to securely distribute movies to consumers.

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      At the request of the initial hardware manufacturers, including Toshiba, Pioneer, and
       Samsung, an interim standard was published that did not include some features, such
       as managed copy.

In 2005, the Blu-ray Disc Founders announced the creation of the Blu-ray Disc Association.
The Blu-ray Disc Association, or BDA, re-incorporates the Blu-Ray Disc Founders group,
but is now a voluntary membership group open to any corporation or organization with an
interest in creating, upholding and/or promoting the BD formats. Those organizations
engaged in research, development and/or manufacturing of any BD products or interested in
developing and improving the BD formats are also encouraged to pursue membership.
Furthermore, the group welcomes any company wanting to learn more about the format as it

The aim of the BDA was to:

- Develop Blu-ray Disc specifications

- Ensure Blu-ray Disc products are implemented by licensees according to the intent of the

- Promote wide adoption of Blu-ray Disc formats

- Provide useful information to those who are interested in supporting Blu-ray Disc formats

Difference between HD DVD v/s Blu-Ray Disc:-

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Despite the different type of lasers used, Blu-ray products can easily be made backwards
compatible with CDs and DVDs through the use of a BD/DVD/CD compatible optical pickup
unit. The benefit of using a blue-violet laser (405nm) is that it has a shorter wavelength than a
red laser (650nm), which makes it possible to focus the laser spot with even greater precision.
This allows data to be packed more tightly and stored in less space, so it's possible to fit more
data on the disc even though it's the same size as a CD/DVD. This together with the change
of numerical aperture to 0.85 is what enables Blu-ray Discs to hold 25GB/50GB. The disc
diameter is 120 mm and disc thickness 1.2 mm plastic optical disc, the same size as DVDs
and CDs. Blu-ray Discs contain 25 GB (23.31 GiB) per layer, with dual layer discs (50 GB)
being the norm for feature-length video discs. Triple layer discs (100 GB) and quadruple
layers (128 GB) are available for BD-XL Blu-ray re-writer drives. Currently movie
production companies have not utilized the triple or quadruple layer discs

Blu-Ray Technology:-

      Laser and optics: - While a DVD uses a 650-nanometer red laser, Blu-ray Disc uses
       a 405 nm "blue" laser. This shorter wavelength allows for over five times more data
       storage per layer than allowed by a DVD. Note that even though the laser is called
       "blue", its colour is actually in the violet range. The diodes are GaN (gallium nitride)
       lasers that produce 405 nm light directly, that is, without frequency doubling or other
       nonlinear optical mechanisms. Conventional DVDs and CDs use red and near-
       infrared lasers, at 650 nm and 780 nm, respectively. The minimum "spot size" on
       which a laser can be focused is limited by diffraction, and depends on the wavelength
       of the light and the numerical aperture of the lens used to focus it. By decreasing the
       wavelength, increasing the numerical aperture from 0.60 to 0.85, and making the
       cover layer thinner to avoid unwanted optical effects, the laser beam can be focused to
       a smaller spot, which effectively allows more information to be stored in the same
       area. For Blu-ray Disc, the spot size is 580 nm. In addition to the optical
       improvements, Blu-ray Discs feature improvements in data encoding that further
       increase the capacity
      Hard-coating technology: - Since the Blu-ray Disc data layer is closer to the surface
       of the disc compared to the DVD standard, it was at first more vulnerable to scratches.
       The first discs were housed in cartridges for protection, resembling Professional Discs
       introduced by Sony in 2003. Using a cartridge would increase the price of an already

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      expensive medium, so hard-coating of the pickup surface was chosen instead. TDK
      was the first company to develop a working scratch-protection coating for Blu-ray
      Discs. It was named Durabis. In addition, both Sony and Panasonic's replication
      methods include proprietary hard-coat technologies. Sony's rewritable media are spin-
      coated, using a scratch-resistant and antistatic coating. Verbatim's recordable and
      rewritable Blu-ray Discs use their own proprietary hard-coat technology, called
      Scratch Guard.


    Mini Blu-ray Disc: - The "Mini Blu-ray Disc" (also, "Mini-BD" and "Mini Blu-ray")
      is a compact 8 cm (~3 in)-diameter variant of the Blu-ray Disc that can store
      approximately 7.5 GB of data. It is similar in concept to the Mini DVD and Mini CD.
      Recordable (BD-R) and rewritable (BD-RE) versions of Mini Blu-ray Disc have been
      developed specifically for compact camcorders and other compact recording devices.
    Blu-ray Disc recordable: - "Blu-ray Disc recordable" refers to two optical disc
      formats that can be recorded with an optical disc recorder. BD-Rs can be written to
      once, whereas BD-REs can be erased and re-recorded multiple times. The current
      practical maximum speed for Blu-ray Discs is about 12×. Higher speeds of rotation
      (10,000+ rpm) cause too much wobble for the discs to be read properly, as with the
      20× and 52× maximum speeds, respectively, of standard DVDs and CDs. Since
      September 2007, BD-RE is also available in the smaller 8 cm Mini Blu-ray Disc size.
      On September 18, 2007, Pioneer and Mitsubishi co-developed BD-R LTH ("Low to
      High" in groove recording), which features an organic dye recording layer that can be
      manufactured by modifying existing CD-R and DVD-R production equipment,
      significantly reducing manufacturing costs. In February 2008, Taiyo Yuden,
      Mitsubishi, and Maxell released the first BD-R LTH Discs, and in March 2008,
      Sony's PlayStation 3 gained official support for BD-R LTH Discs with the 2.20
      firmware update. In May 2009 Verbatim/Mitsubishi announced the industry's first 6X
      BD-R LTH media, which allows recording a 25 GB disc in about 16 minutes. Unlike
      the previous releases of 120 mm optical discs (i.e., CDs and standard DVDs), Blu-ray
      recorders hit the market almost simultaneously with Blu-ray's debut.
    BD9 and BD5:- The BD9 format was proposed to the Blu-ray Disc Association by
      Warner Home Video as a cost-effective alternative to the 25/50 GB BD-ROM discs.

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      The format was supposed to use the same codecs and program structure as Blu-ray
      Disc video, but recorded onto less expensive 8.5 GB dual-layer DVD. This red-laser
      media could be manufactured on existing DVD production lines with lower costs of
      production than the 25/50 GB Blu-ray media. Usage of BD9 for releasing content on
      "pressed" discs has never caught on. After the end of the format war, major producers
      ramped up the production of Blu-ray Discs and lowered their prices to the level of
      DVDs. On the other hand, the idea of using inexpensive DVD media became popular
      among individual users. A lower-capacity version of this format that uses single-layer
      4.7 GB DVDs has been unofficially called BD5. Both formats are being used by
      individuals for recording high definition content in Blu-ray format onto recordable
      DVD media. Despite the fact that the BD9 format has been adopted as part of the BD-
      ROM basic format, none of the existing Blu-ray player models support it explicitly.
      As such, the discs recorded in BD9 and BD5 formats are not guaranteed to play on
      standard Blu-ray Disc players. AVCHD and AVCREC also use inexpensive media
      like DVDs, but unlike BD9 and BD5 these formats have limited interactivity, codec
      types, and data rates.
    BDXL: - The BDXL format supports 100GB and 128GB write-once discs and 100GB
      rewritable discs for commercial applications. It was defined in June 2010. BD-R 3.0
      Format Specification (BDXL) defined a multi-layered disc recordable in BDAV
      format with the speed of 2X and 4X, capable of 100/128GB and usage of UDF2.5/2.6.
      BD-RE 4.0 Format Specification (BDXL) defined a multi-layered disc rewritable in
      BDAV with the speed of 2X and 4X, capable of 100GB and usage of UDF2.5 as file
      system. BDXL discs are not compatible with existing BD drives. 100GB BDXL
      Triple layer disc made by Sharp.
    IH-BD: - The IH-BD (Intra-Hybrid Blu-ray) format includes a 25GB write-once layer
      (BD-R) and a 25GB read-only layer (BD-ROM), designed to work with existing Blu-
      ray Discs. The Blu-ray Disc specification requires the testing of resistance to
      scratches by mechanical abrasion. In contrast, DVD media are not required to be
      scratch-resistant, but since development of the technology, some companies, such as
      Verbatim, implemented hard-coating for more expensive line ups of recordable

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Software Standards:-

File system: - Blu-ray Disc specifies the use of Universal Disk Format (UDF) 2.50 as a
convergent friendly format for both PC and consumer electronics environments. It is used in
latest specifications of BD-ROM, BD-RE and BD-R. In the first BD-RE specification
(defined in 2002), the BDFS (Blu-ray Disc File System) was used. The BD-RE 1.0
specification was defined mainly for the digital recording of High Definition Television
(HDTV) broadcast television. The BDFS was replaced by UDF 2.50 in the second BD-RE
specification in 2005, in order to enable interoperability among consumer electronics Blu-ray
recorders and personal computer systems. These optical disc recording technologies enabled
PC recording and playback of BD-RE. BD-R can use UDF 2.50/2.60.

The Blu-ray Disc application (BDAV application) for recording of digital broadcasting has
been developed as System Description Blu-ray Rewritable Disc Format part 3 Audio Visual
Basic Specifications. The requirements related with computer file system have been specified
in System Description Blu-ray Rewritable Disc Format part 2 File System Specifications
version 1.0 (BDFS). Initially, the BD-RE version 1.0 (BDFS) was specifically developed for
recording of digital broadcasting using the Blu-ray Disc application (BDAV application). To
support UDF, these requirements are superseded by the Blu-ray Rewritable Disc File System
Specifications version 2.0 (UDF) (a.k.a. RE 2.0) and Blu-ray Recordable Disc File System
Specifications version 1.0 (UDF) (a.k.a. R 1.0). Additionally, a new application format,
BDMV (System Description Blu-ray Disc Pre-recorded Format part 3 Audio Visual Basic
Specifications) for High Definition Content Distribution was developed for BD-ROM. The
only file system developed for BDMV is the System Description Blu-ray Read-Only Disc
Format part 2 File System Specifications version 1.0 (UDF) which defines the requirements
for UDF 2.50.

Importance of Blu-Ray:-

      Blu-Ray Offers Greater Storage than DVDs or HD-DVDS (50/30/8.5gb):- the
       reason for Blu-ray turning into a hit is largely do to the large storage capacity it
       provides. As discussed earlier with the growth in organization the entertainment
       sector and largely due to globalization there is a need to store data with the previous
       devices there were constrains which Blu-ray provided solution to and so it is widely
       accepted as the ultimate storage device that helps reduce storage space.

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      Offers Full 1080p High-Definition: - we have seen quit often Sony cameras and
       LED, LCD TVs having 1080p HD now this is largely contributed to the entry of the
       Blu-ray. It has revolutionized the entertainment industry and our viewing experiences
       to a large extent. Due to this technology even the photography experience has
       enhanced and has there by increased the no of hobby as photography and a increase in
       the number of photographers and video recorders. This has also had its effect on the
       people that are featured on enhancing their experiences too.
      Greater Interactivity: - Thanks to the technology there is a great interactivity
       between the technology and the users that are using the technology to the fullest.
      Blu-Ray is utilized by the Next-Gen Video Game Console, the PS3:- this
       technology has also increased the peoples experiences in gaming since people love
       being involved in the game no other technology before blu-ray had united the people
       with their gaming passion and this is just what it has done given the people a new
       experience or a new dimension to gaming.
      Blu-Ray Has Support of Most of the Major Movie Studios and Consumer
       Electronic Companies:- the greatest advantage Blu-ray has is its collaboration with
       the market leaders in the electronic industry like Sony, Samsung, Wanner Bros etc.
       that help the product get its importance and it’s sale is also highly dependent on this
       brand names that helped it get the success it has enjoyed for a long time.

Market Share:-

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Speaking about the market value of the blu-ray the major reason for the growing demand for
this technology is the backing it has from its Blu-ray Association and the members that it is
constituted off. In terms of market share value the blue ray had great advantage over its rival
the DVD. It is important to know the market value of the company or the product as it gives
the true representation of the acceptance of the product or the organization by its customers
and its potential in the market. For most marketers it’s the market value of the product that is
important as future decisions like the growing demand for the product by the customers or
consumers. The above chart shows the growth rate in the life circle of the Blu-ray and the
DVD in the 1st year of sale DVD’s had a 0.05 share value in comparison to Blu-ray having
0.01 but there was a great increase by blu-ray by 3.02 within a year of sale, were as there was
only an increase of 0.29 in the DVD’s. From then on the value of the shares of Blu-ray has
increased making it a clear winner in the share market long ahead of its competitor.

Application of Blu-Ray Disc:-

    High Definition broadcasting is vastly expanding in the U.S. and Asia. Consumers are
       increasingly making the switch to HDTV sets to enjoy the best possible television
       experience. The Blu-ray Disc format offers consumers the ability to record their High
       Definition television broadcasts in their original quality for the first time, preserving
       the pure picture and audio level as offered by the broadcaster. As such it will become
       the next level in home entertainment, offering an unsurpassed user experience. And
       since the Blu-ray Disc format incorporates the strongest copy protection algorithms of
       any format or proposal to date, the format allows for recording of digital broadcasts
       while meeting the content protection demands of the broadcast industry.
    Due to its enormous data capacity of 25 to 50 GB per (single-sided) disc, the Blu-ray
       Disc format can store High Definition video in the highest possible quality. Because
       of the huge capacity of the disc, there is no need to compromise on picture quality.

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      Depending on the encoding method, there is room for more than seven hours of the
      highest HD-quality video. There is even room for additional content such as special
      features and other bonus material to accompany the High Definition movie.
      Furthermore, the Blu-ray Disc movie format greatly expands on traditional DVD
      capabilities, by incorporating many new interactive features allowing content
      providers to offer an even more incredible experience to consumers. An Internet
      connection may even be used to unlock additional material that is stored on the disc,
      as there is enough room on the disc to include premium material as well.
    As the market penetration of High Definition TV sets continues to grow, so does the
      demand of consumers to create their own HD recordings. With the advent of the first
      HD camcorders, consumers can now for the first time record their own home movies
      in a quality level unlike any before. As these camcorders are tape-based, consumers
      cannot benefit from the convenience and direct access features they are used to from
      DVD players and recorders. Now, the Blu-ray Disc format, with its unprecedented
      storage capacity, allows for the HD video recorded with an HD camcorder to be
      converted and recorded on a Blu-ray Disc. When the HD content is stored on a Blu-
      ray Disc, it can be randomly accessed in a way comparable to DVD. Furthermore, the
      disc can be safely stored for many years, without the risk of tape wear.
    In its day, CD-R/RW meant a huge increase in storage capacity compared to
      traditional storage media with its 650 MB. Then DVD surpassed this amount by
      offering 4.7 to 8.5 GB of storage, an impressive 5-10 x increase. Now consumers
      demand an even bigger storage capacity. The growing number of broadband
      connections allowing consumers to download vast amounts of data, as well as the ever
      increasing audio, video and photo capabilities of personal computers has led to yet
      another level in data storage requirements. In addition, commercial storage
      requirements are growing exponentially due to the proliferation of e-mail and the
      migration to paperless processes. The Blu-ray Disc format again offers 5-10 x as
      much capacity as traditional DVD resulting in 25 to 50 GB of data to be stored on a
      single rewritable or recordable disc. As Blu-ray Disc uses the same form factor as CD
      and DVD, this allows for Blu-ray Disc drives that can still read and write to CD and
      DVD media as well.
    Due to its high capacity, low cost per GB and extremely versatile ways of transferring
      data from one device to another because of Blu-ray Disc's extremely wide adoption

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       across the industry, the format is optimized for Digital Asset Management and other
       professional applications that require vast amounts of storage space. Think of medical
       archives that may contain numerous diagnostic scans in the highest resolution, or
       catalogues of audio-visual assets that need to be instantly retrieved in a random
       manner, without the need to "restore" data from a storage carrier. One Blu-ray Disc
       may replace many backup tapes, CDs, DVDs or other less common or proprietary
       storage media. And contrary to network solutions, the discs can be physically stored
       in a different location for backup and safekeeping.

Applications in Hollywood:-

This chart shows the usage of the Blu-ray technology by the Hollywood industry. We can
observe that the major Hollywood production houses like warner bros., 20th Century Fox,
Sony Pictures produce a large number of their movies through the use of Blu-ray technology.

It is also observed that few of the production houses still do not use this technology the
reasons are as follows:- 1) The cost of producing the movies goes higher due to the high
price of blu-ray technology. 2) Thus companies prefer the DVD format over the blu-ray.
3) There are no the members of the Blu-ray Association

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Region codes:-

As with the implementation of region codes for DVDs, Blu-ray Disc players sold in a specific
geographical region are designed to play only discs authorized by the content provider for
that region. This is intended to permit content providers motion picture studios, etc. the
ability to support product differences in content, price, release date, etc., by region.
According to the Blu-ray Disc Association, "all Blu-ray Disc players (and) Blu-ray Disc-
equipped computer systems are required to support regional coding." However, "Use of
region playback codes is optional for content providers..." Some current estimates suggest
70% of available [movie] Blu-ray Discs from the major studios are region-code-free and can
therefore be played on any Blu-ray Disc player, in any region.

Movie studios have different region coding policies. Among major U.S. studios, Paramount
Pictures and Universal Studios have released all of their titles region-free. Sony Pictures and
Warner Bros. have released most of their titles region-free. Lions gate and Walt Disney
Pictures have released a mix of region-free and region-coded titles. 20th Century Fox and
MGM have released most of their titles region-coded.

The Blu-ray Disc region coding scheme divides the world into 3 regions, labeled A, B, and C.
Region A includes most North, Central and South American and Southeast Asian countries
plus the Republic of China (Taiwan), Japan, Hong Kong, Macau and Korea. Region B
includes most European, African and southwest Asian countries plus Australia and New
Zealand. Region C contains the remaining central and south Asian countries, as well as the
People's Republic of China and Russia. In circumvention of region coding restrictions, stand-
alone Blu-ray Disc players are sometimes modified by third parties to allow for playback of
Blu-ray Discs (and DVDs) with any region code. Instructions ('hacks') describing how to
reset the Blu-ray region counter of computer player applications to make them multi-region
indefinitely are also regularly posted to video enthusiast websites and forums. Unlike DVD
region codes, Blu-ray region codes are verified only by the player software, not by the optical
drive's firmware.

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                                      Blu-Ray Disc

The Blu-ray specification and all currently available players support region coding. As of
July 2008 about 66.7% of Blu-ray Disc titles are region-free and 33.3% use region codes. The
HD DVD specification has no region coding, so an HD DVD from anywhere in the world
will work in any player. The DVD Forum's steering committee has discussed a request from
Disney to add it, but many of the 20 companies on the committee actively oppose it.

Some film titles that are exclusive to Blu-ray in the United States such as Sony's xXx, Fox's
Fantastic Four: Rise of the Silver Surfer and The Prestige, are available on HD DVD in other
countries due to different distribution agreements (in fact, The Prestige was released outside
the US by once format-neutral studio Warner Bros. Pictures). Since there is no region coding
in HD DVDs, there are no restrictions playing foreign-bought HD DVDs in an HD DVD

Blu- Ray in different countries:-

The growth of Blu-ray technology was seen in different countries. Major BD market was
seen in China, as a result of pull for HDTV led to low pricing of BD players. The law of
demand says that a reduction in price leads to an increase in demand for the product and that
was seen in the Chinese market. There was also low production of domestically designed

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products in China. Like most of the other electronic products, BD’s market in Japan was very
good and it was also the country where this technology originated from. USA and other
European countries also saw the usage of BD technology by Film makers and it was
promoted well. Among the South American companies it was Brazil who had good sale in
BD as people in that country encouraged new technology. Blu ray marketing was seen in the
form of affiliated marketing. Formation of voluntary organization helped people become
aware of the technology. The association bought all it’s of investors together for discussions
and there were also open forums and blogs to discuss the merits and demerits of the
technology. This association was called BDA. In global association all the big brands came
together to promote this technology and also used it in their products.

BD market in India – Sony was the first company to introduce the technology. Its starting
price was at Rs. 9,990. Sony Picture Entertainment also introduced up to 500 Blu-ray movie
titles. Blu-ray market is expected to grow up to 5 lakh units by FY2012. Sony India aims to
capture 60% share and sell more than 3 lakh units by 2012. Attractive introductory offer to
the consumers; on purchase of every BD player worth Rs.9, 990/-, get two complimentary
Blu-ray disc™ of 'Legion' & 'Michael Jackson’s This Is It'. Since Indians prefer cheaper
things, they will think twice before making an investment. Also large population of India are
youth so they might be still ready to accept new technology in the market. The major issue
with Indian market is the competition from other technologies.

Future of Blu-Ray:-

Blu-ray 3D:- The Blu-ray Disc Association (BDA) created a task force made up of executives
from the film industry and the consumer electronics and IT sectors to help define standards
for putting 3-D film and 3-D television content on a Blu-ray Disc. On Dec. 17, 2009 the BDA
officially announced 3D specs for Blu-ray Disc, allowing backward compatibility with
current 2D Blu-ray players. The BDA has said, "The Blu-ray 3D specification calls for
encoding 3D video using the "Stereo High" profile defined by Multiview Video Coding
(MVC), an extension to the ITU-T H.264 Advanced Video Coding (AVC) codec currently
supported by all Blu-ray Disc players. MPEG4-MVC compresses both left and right eye
views with a typical 50% overhead compared to equivalent 2D content, and can provide full
1080p resolution backward compatibility with current 2D Blu-ray Disc players." This means
the MVC (3D) stream is backward compatible with H.264/AVC (2D) stream, allowing older
2D devices and software to decode stereoscopic video streams, ignoring additional

TBC Report                                                                            Page 15
                                    Blu-Ray Disc

information for the second view. Sony has released a firmware upgrade for PlayStation 3
consoles that enables 3D Blu-ray Disc playback. However, when playing in 3D mode, the
PlayStation 3 will downgrade high-definition audio such as Dolby True HD or DTS-HD) to
standard Dolby Digital or DTS, as HDMI 1.3 does not provide enough bandwidth for both
3D video and high-def audio. They previously released support for 3D gaming on April 21,
2010[160] (followed by the availability of 3D movies). However, with the new 3.70 software
update in August 9, 2011, the PlayStation 3 can now support DTS-HD and DTS-HD HR
while playing 3D Blu-Ray.

TBC Report                                                                        Page 16

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