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Toshiba rejects Sony Truce in HD-DVD - Blu-Ray War

UK daily, The Guardian, is reporting that Sony executives have approached Toshiba in the last few weeks in an attempt to stave off the brewing next-gen format war.

However, it is reported that Toshiba did not accept the olive branch, setting in train the sniping that has taken place recently between the two electronics giants. Sony (who are developing the Blu-Ray format) recently announced support from Disney in response to Toshiba (backing the HD-DVD format) claiming backing from Warner Bros, Paramount and Universal.

The attempted truce mirrors the situation in 1994 when the big industry players agreed a format for DVD, avoiding a similar dispute at the time