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Microsoft Corp. (MSFT) Trademarked HDi Logo to appear on All Toshiba HD DVD Players

Microsoft Corp. (MSFT) announced today that its trademarked HDi logo will soon appear on all Toshiba HD DVD players. In addition, Universal Studios Home Entertainment and Paramount Home Entertainment will include the HDi logo on packaging for HD DVD movie titles beginning in the fourth quarter of this year. HDi technology is Microsoft’s high-performance implementation of the interactivity layer for the HD DVD format, which has taken the movie-viewing experience to an entirely new level with such advanced features as network connectivity and community scenarios. HDi is also a trademark of Microsoft, as recognized by the United States Patent and Trademark Office in its July 2007 notice of allowance for trademark.

This is yet another big step forward for the HD DVD supporters as it continues to work to win the HD DVD vs Bluray battle. Much like the once heated VHS vs BetaMax battle of the 80’s, the format war in the High Definition Age continues today. Microsoft is a heavy support of HD DVD and its capabilities, even offering a HD DVD player add-on for its popular gaming system the XBOX 360. Microsoft HDi technology powers the interactive capabilities in every stand-alone HD DVD player on the market as well the HD DVD drive for Xbox 360.

Amir Majidimehr, corporate vice president of the Consumer Media Technology Group at Microsoft stated in regards to HDi, “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. Using Microsoft HDi, studios can bring these interactive experiences to life in a way never seen before. We’re helping our studio supporters push the envelope with new features that are not only redefining how people experience movies at home, but also changing the way studios approach the filmmaking process.”

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