Interview article with Amir

[Rio]

Here is the translated interview article with Amir from AV Watch.
We are seeing many points that we are very familiar with
Have a fun
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[I: Interviewer, A: Amir]

I: How's going about Xbox360 HD DVD player sales?

A: There are quite huge demand (for HD DVD add-ons), and great feedback. What important is that those who purchasing add-on are not the people so called "early adopters", they are "second generation" people, I mean, general public people. Widening the market (by general public people) is the important factor.

I: How many units has been sold?

A: I cannot disclose the accurate number, however, the sale number is certainly above our expectation. We've received feedback like it being very cheap considering the $200 price with the remote and "King Kong".
Although PS3 has a capability to playback Blu-ray Disc, it seems not affecting big enough for BD movie title sales (as of Dec. 6). BD title sales is still keeping low level compared to HD DVD. According to the "The DVD Wars" site, which is tracking the sales of Amazon.com, it indicates that HD DVD has better sales.

Sure, PS3 is a great player and it's $500. But players from Sony and Panasonic cost around $1,000 to $1,500. Then, why consumers need to buy expensive players? That's the issues for them.

I: If there is sales difference, then why HD DVD sales is better?

A: There are some reasons. First, consumer satisfaction was low for BD titles because of its quality. Compared to BD, HD DVD has better quality, with regard to not only audio and video but also interactivity. And, it's a big factor that more player has been sold. Samsung's BD player has not selling well, while Toshiba's selling much better.

I: But, considering the sales number of PS3, hasn't the number of BD players already surpassed the number of HD DVD players?

A: That is the difference between "Paper Spec" and the reality. People those who made lines to buy PS3 want to play games. They don't watch BD movies. On the other hand, Xbox360 HD DVD player is a "movie only" equipment. The number of people who purchase movie title is far more than the ones of PS3. Also, after getting PS3, HDMI cable and game titles, they run short of moeny for buying movies (). There are 7 million people who already own Xbox 360. They can play HD DVD movies paying only $200. So, there is no need to "give up buying games for movies".

Let me show another reason. We are bundling "King Kong" to Xbox360 player. It's very good not only its content but also picture quality. On the other hand, PS3 bundles "TALLADEGA NIGHTS" (to initial 500,000 shipment for US), its picture quality is bad and also content itself is not good. Also there is an issue that user has to use the controller instead of the remote.

I: Then, the number of shipment of Xbox360 player becomes more important. If giving the number is difficult, could you give us a hint? Is that at least the order of 10,000?

A: Much more ()

I: How do you think what will Xbox360 player take the position in entier HD DVD?

A: It's merely an option for "person wanted to watch hi-def movies". Those who want to watch might as well buy it, or might not buy it.
I: There is a "theory" so far, that "add-on for the game console will not sell". I think Xbox360 HD DVD player seems overturning this theory, what do you think about the reason of this?

A: Sure, HD DVD player is the most selling accessory for Xbox360. The reason is simple. It's not for gaming. In the situation that some games require add-on and some others don't require, it gives developers as well as users anxiety, so it won't sell. But HD DVD player does not. Because, only person who wants to watch movies buys it, and the one who doesn't care does not purchase it. Also, there is no complexity, since it can play all HD DVDs.

I: I have one complaint as to hardware. When I push "eject" button on the remote...

A: Yes (),

I: It opens the disc tray of the Xbox360 console, instead of HD DVD player's tray. Even with the remote bundled to the HD DVD player. Isn't there any solution for this?

A: I don't know the solution right now, but our development team recognized this issue. We want to follow up about this.

I: It is said that Microsoft will add some improvement about audio output, what is the specific content of this?

A: Since playback function of Xbox360 HD DVD player is all software based, update can be done quickly and easily. Our current plan is DTS eocnding output.

DTS has higher bit rate of 1.5Mbps against Dolby Digital 640Kbps, it allows output better audio quality. We are now in the final development stage for this. I'm not sure when the Xbox Live update will start, however, component development itself has almost been finised.

I: I'd like to ask the picture quality of movie titles. Certainly, initial BD titles released in US had not good quality. While it's true that HD DVD titles had better quality. However, BD titles which are quite good quality have increased recently. Considering this trend, won't difference about quality between HD DVD and BD titles be gone? Do you agree on this? If so, what else is the good points of HD DVD?

A: Certainly. BD's quality has reached certain level where "some of them are good". However, it is still "same level", and not "better". If the quality is just equal, why do we need to use higher priced discs or expensive players? On HD DVD, functions like interactivity and picture in picture, which are not supported in BD, are already supported, since those are mandatory from the beginning. There is zero BD title out of 89 titles (as of interview held) which has PiP, while there are many on HD DVD.

I: But, BD camp's claim "bigger the bandwidth can be used, better the picture/audio quality will be" seems making sense. How do you think about this?

A: Yes, if wider bandwidth is used, quality will be raised. However, if the quality has reached certain level by compression technology, the return from the high bit rate will not be recognized. Even the bit rate is doubled, it won't be big difference.

The BD camp may claim "bandwidth is still not enough", but watching the title's situation, it's not the real case. Especially, in case of leveraging excellent compression technology like VC-1 and H.264/MPEG-4 AVC. Otherwise, existing titles would not have such a good quality. Ah, their claim may be valid when using MPEG-2.

And, we keep improving VC-1 encoder all the time. The efficiency has increased 30% during last 6 months. I think there are many things can be improved, we could lower the data rate much more.

[continue]

[Rio]

[continued]

I: The issue is the number of HD DVD supporting companies. As to this, there seems no progress since last summer. It is needed getting more support from studios as well as CE manufacturers. How's about this?

A: With regard to the relationship between CE makers, we have been negotiating with drive vendors and chip vendors. Our target is, cooperating with them as possible as we can, and making good "reference design" of the HD DVD player. Based on this, many companies could manufacture cheap and good quality players.

As you know, it's very difficult to develop the next generation DVD players. We think that making a good reference design is the best solution to address this issue. To do that, Microsoft will provide various software resources and know-how.

Another way is, appealing how well the format is succeeding. Like the data (number of titles) shown to you. As the result of those efforts, various companies, from high end AV company to low end, (may? will?) join in (to the HD DVD camp?). Toshiba maybe occupies the middle of that line. In case of Blu-ray, there are many makers at the "high quality" position, but there is no low end, other than PS3.

I: Could you elaborate on the development of the reference design? What kind of companies are involved and in what shape do you plan to provide?

A: It's a same scheme as currently being done for DVD players. Based on the designs provided by drive vendors and chip vendors, each company adds something and makes products. Chip vendors provide chips, then Microsoft provides HD DVD player software and HDi software stack.

What differnt from BD is that there is no company like Microsoft in the BD camp. We don't have studio. We are not in the position to compete against Toshiba, chip vendors, and drive vendors. We can assist any company. Sony cannot assist Chinese companies, can they? Since they are the competitors. We are not. We can be the partners.

I: When the products based on the reference design will be rolled out?
A: I cannot comment on specific time frame, because it is the matter of our partners. What I can comment is that we are currently developing all the technologies.

I: Japanese CE makers do not welcome increasing of joined companies who use cheap reference designs and the low pricing. For very this reason, I think, they weigh heavily on the next generation DVD to differentiate.

A: "Business is business". The price eventually goes down. We'll continue evolving the format to realize functions consumer wanted. In the market, many movements like internet distribution, VOD, IPTV, and so on, are happening. HD DVD format is kept evolving within many those scenarios(?). HD DVD has the network functions from the get go. We, including Toshiba and other HD DVD supporting companies, aren't afraid of the situation happening that optical disc competes against network distribution, or integrates each other(?).

I: I'd like to ask about Chinese market. I heard that HD DVD group will actively move in the Chinese market from now on. How do you think?

A: Chinese market is very important. Because its market size is huge. Even if the format would be different from the rest of the world, it would become a big driving force to enlarge the number, so we are paying attention to it. As you know, the discussion about HD DVD format for Chinese market has started in the DVD Forum. As in past, at the open discussion place.

I: I think it's not a good way that the format in China and other regions is different. How do you think about this?

A: It's not like prohibiting international standard disc to be sold in the Chinese market. Important point is, whether sitting aside and watch the process of establishing the format which is completely imcompatible and different technology, or help establishing the format which is still imcompatible but using similar technology to the international standard. If we need to chose one from these, would pick the later one.

I: How's about recording format? BD camp claims that BD has an advantage because of recording capability.

A: I myself am not good at recording format, what I can say is, it's a completely different world between recording and sell through title playback. Recordability won't affect big impact to the format competition. It's been 3 years past since BD recorder debut, but there has been nothing changed in the market. Recordable BD disc is very expensive. HDD is much cheaper than it. Isn't it better recording on HDD?

I: BD camp also put much weight on personal home video recording. It seems that HD DVD camp is not eager in use of "personal contents", what is your opinion?

A: There may not be too much needs to raise the picture quality of personal video, considering that internet video sharing which is much worse quality is so popular. Important point is usability and convenience than quality. If we receive a BD disc while we don't have BD player, we can't play it. If the video is edited on a PC, why don't we record it on a HDD? Perhaps HD DVD recording format standardized in the DVD Forum may help that case.

I: What is the current status of managed copy as well as network service?

A: Network functions will be the key of the next step. DVD will stay as it is, however, utilizing HD DVD and network functions, it will not be "as is", consumer will be able to enjoy new contents at any time. We are working on this now, and it wouldn't be far from now. It will be available within few months.

I: How's about managed copy's situation? It's an expected function for PC users.

A: Yes, since it turns streaming distrubution in the home into reality. With further step, combining network functions, it realizes the use that combining copied video and network downloaded contents.

I: Will we hear a good news at CES about the format situation and new hardware?

A: As to managed copy, I'm not sure. AACS is still in the interim license and there is the issue whether it will proceed or not. If the licensing issue would be settled by CES, it seems not likely to show a demonstration nor products. However, network and interactivity functions are different story. You could see many news at CES.

[theknub]

it seems a relevant superior idea is brought up, he "skips" the subject. aside from what i know, this guy is a lod of horse dung.

[Deciazulado]

I: The issue is the number of HD DVD supporting companies. As to this, there seems no progress since last summer. It is needed getting more support from studios as well as CE manufacturers. How's about this?

A: With regard to the relationship between CE makers, we have been negotiating with drive vendors and chip vendors. Our target is, cooperating with them as possible as we can, and making good "reference design" of the HD DVD player. Based on this, many companies could manufacture cheap and good quality players.

As you know, it's very difficult to develop the next generation DVD players. We think that making a good reference design is the best solution to address this issue. To do that, Microsoft will provide various software resources and know-how.

Another way is, appealing how well the format is succeeding. Like the data (number of titles) shown to you. As the result of those efforts, various companies, from high end AV company to low end, (may? will?) join in (to the HD DVD camp?). Toshiba maybe occupies the middle of that line. In case of Blu-ray, there are many makers at the "high quality" position, but there is no low end, other than PS3.

So the answer to the question of more HD DVD supporting companies is: NO

[iceman]

[Josh]

BD's influence in Japan is very evident in this review. They kept pushing facts on Amir and forcing him to buckle.

[JTK]

Originally Posted by Iceman

^^ Says it all. Doesn't even require any words or lengthy responses.

[thunderhawk]

Originally Posted by Iceman

Just had the same feeling when I was reading the article... His replies.. And how he advertises Microsoft.. Gawd!

[b2bonez]

Originally Posted by Deciazulado

So the answer to the question of more HD DVD supporting companies is: NO

Just as I thought, doing a Asia tour drumming up victims to build no-profit HD-DVD players for Microsoft...

Take a peek at this from Sigma... (warning... 600k .pdf file). While MS is figuring out their SW for MS-DVD, BluRay machines are already in the works...

http://www.sigmadesigns.com/public/P...ray8634_br.pdf

b2b

[Rio]

One thing a company, which plans to make HD DVD player, need to remember is that HD DVD player requires many patents, not only from Toshiba and Microsoft, but also many other CE companies and other organizations. I'm not sure companies in BDA and other organizations have joined to the HD DVD patent pool, it may not cover all patents to manufacture HD DVD player...

[Blackraven]

Originally Posted by b2bonez

Just as I thought, doing a Asia tour drumming up victims to build no-profit HD-DVD players for Microsoft...

Take a peek at this from Sigma... (warning... 600k .pdf file). While MS is figuring out their SW for MS-DVD, BluRay machines are already in the works...

http://www.sigmadesigns.com/public/P...ray8634_br.pdf

b2b

Nice chipset.

Without fresh R&D, HD-DVD suffers a choking point.

And I believe that the format is choking right now.

[dialog_gvf]

Originally Posted by b2bonez

Just as I thought, doing a Asia tour drumming up victims to build no-profit HD-DVD players for Microsoft...

Take a peek at this from Sigma... (warning... 600k .pdf file). While MS is figuring out their SW for MS-DVD, BluRay machines are already in the works...

http://www.sigmadesigns.com/public/P...ray8634_br.pdf

b2b

Good catch! Keith posted a pic many months ago, but this is so cool.

I'm hoping to see an announcement of production of the Sigma reference design (note the 7.1 analog outputs!) early next year. Such a thing could be a dominant stand-alone player, in my opinion.

Gary

[dobyblue]

Originally Posted by Rio

I: The issue is the number of HD DVD supporting companies. As to this, there seems no progress since last summer. It is needed getting more support from studios as well as CE manufacturers. How's about this?

A: With regard to the relationship between CE makers, we have been negotiating with drive vendors and chip vendors. Our target is, cooperating with them as possible as we can, and making good "reference design" of the HD DVD player. Based on this, many companies could manufacture cheap and good quality players.

As you know, it's very difficult to develop the next generation DVD players. We think that making a good reference design is the best solution to address this issue. To do that, Microsoft will provide various software resources and know-how.

Another way is, appealing how well the format is succeeding. Like the data (number of titles) shown to you. As the result of those efforts, various companies, from high end AV company to low end, (may? will?) join in (to the HD DVD camp?). Toshiba maybe occupies the middle of that line. In case of Blu-ray, there are many makers at the "high quality" position, but there is no low end, other than PS3.

I: Could you elaborate on the development of the reference design? What kind of companies are involved and in what shape do you plan to provide?

A: It's a same scheme as currently being done for DVD players. Based on the designs provided by drive vendors and chip vendors, each company adds something and makes products. Chip vendors provide chips, then Microsoft provides HD DVD player software and HDi software stack.

What differnt from BD is that there is no company like Microsoft in the BD camp. We don't have studio. We are not in the position to compete against Toshiba, chip vendors, and drive vendors. We can assist any company. Sony cannot assist Chinese companies, can they? Since they are the competitors. We are not. We can be the partners.

Yep, these two answers pretty much show that their has been no change in studio or manufacturer support since last summer.
I'll bet Amir wished he had a stiff whiskey during this interview.
What a load of shite he waffles on about.

[dialog_gvf]

Originally Posted by Rio

A: Certainly. BD's quality has reached certain level where "some of them are good". However, it is still "same level", and not "better". If the quality is just equal, why do we need to use higher priced discs or expensive players? On HD DVD, functions like interactivity and picture in picture, which are not supported in BD, are already supported, since those are mandatory from the beginning. There is zero BD title out of 89 titles (as of interview held) which has PiP, while there are many on HD DVD.

I'm curious how "better" would be agreed upon? There are many BD titles that have reviewed far better than HD DVD. For same titles, there hasn't really been a test.

VC-1 is an expensive codec from a compressionist time point of view. And there isn't a VC-1 suite for BD yet (gee, wonder why?), only a reuse transformer for HD DVD titles. That Paramount has outright rejected HD DVD reuse is speaking volumes. Clearly they think better is ultimately achievable.

Dynamux could mitigate the bandwidth issue for HD DVD somewhat, but at what cost in compressionist time? Warner has spent 200 hours (25 man-days) on some VC-1 titles. And yet, Paramount was able to encode a title to MPEG-2 in two days.

As for PiP: Has there been a 1.85 + PiP + lossless title on HD DVD?