Swanni not pulling any punches on Microsofts HD DVD ITV...

[joeorc]

Microsoft HDi Logo Added to HD DVDs
Thursday, September 20, 2007, 03:06 PM
News & Commentary
Microsoft HDi Logo Added to HD DVDs
The symbol promotes Microsoft's interactive features.
By Swanni

Washington, D.C. (September 20, 2007) -- Microsoft today said its HDi logo will soon appear on all Toshiba HD DVD players and HD DVD discs from Universal and Paramount.

The HDi logo means that Microsoft's Interactive TV features are available on the devices and film releases.

Microsoft's HDi technology in HD DVD players enables viewers to re-edit movies, download trailers and participate in online polls among other activities.

The features are available on such HD DVD titles as 300, Miami Vice and The Fast and the Furious: Tokyo Drift.

"With Microsoft's HDi technology, Toshiba is able to offer consumers a consistent movie-watching experience in a way that simply isn't possible with today's DVDs or available with any other format right now," Jodi
Sally, Toshiba's vice president of marketing said today in a press release.

"As the market for High Definition evolves, consumers will want more out of the next generation of DVD than just superior picture and sound -- they'll also want to personalize their experience and tap into fan communities for their favorite movies and TV shows," added Amir Majidimehr, corporate vice president of Microsoft's consumer media technology.

Commentary:
Microsoft has now been trying to shove Interactive TV down our throats for 10 years, investing billions of dollars on this foolish folly. But people simply don't want it. Time and time again -- whether it's WebTV, MSN TV, cable TV, you name it -- consumers have shown no interest in interacting with their televisions. They want to watch TV, not interact with it!

If Toshiba and Microsoft continue to deliver the message that HD DVD is ITV, the format will fail. The companies should be emphasizing HD DVD's great picture and sound, not the ability to go shopping or play a game on your TV.

Of course, Toshiba may not have an option here. Microsoft is investing heavily in the HD DVD format. Toshiba probably can not afford to tell Microsoft that it wants to downplay the ITV stuff. So, expect more.

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