Opinion: BLU-RAY Holiday Strategy

[BillCable]

The BDA needs to really push on marketing. The price on players is good enough for most people who would consider adopting at this point in the technology's life. They need to build awareness among HDTV owners (something like 1 in 3 US households). Commercials dedicated exclusively to Blu-ray would be nice, but that's expensive for no concrete product. What they need to do is really push awareness of exclusives.

So during the Spider-man 3 commercial, state and splash in big letters:

Available only on DVD and Blu-ray

During the Ratatouille commercial, state and splash in big letters:

Available only on DVD and Blu-ray

During the Die Hard commercial, state and splash in big letters:

Available only on DVD and Blu-ray

During the PotC 3 commercial, state and splash in big letters:

Available only on DVD and Blu-ray

At every chance... in every commercial for any exclusive title, you emphasize boldly that these titles are for Blu-ray. That's how you build the mindshare necessary to drive mass adoption. No more of this passing mention of Blu-ray that you saw at the end of the Fantastic Four commercial.