Microsoft Announces Use of HDi Logo by Toshiba and Major Hollywood Studios

[diabolo]

Microsoft Announces Use of HDi Logo by Toshiba and Major Hollywood Studios


Microsoft's implementation of HD DVD's interactivity layer to be promoted
on HD DVD hardware and packaging for software.

REDMOND, Wash., Sept. 20 /PRNewswire-FirstCall/ -- Microsoft Corp.
today announced that its trademarked HDi(TM) 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.
(Logo: http://www.newscom.com/cgi-bin/prnh/20000822/MSFTLOGO )
As Microsoft's implementation of the mandatory interactive layer in HD
DVD, defined as Advanced Navigation by the DVD Forum, HDi immediately began
delivering unprecedented and unique experiences for consumers when it was
launched in April 2006. Early movie titles such as "The Fast and the
Furious: Tokyo Drift," "Miami Vice" and "Mission: Impossible III" received
immediate acclaim for their interactive HD DVD experiences -- from
picture-in-picture director's commentary to graphical interfaces with
tailored movie specifications -- all available without stopping the movie
playback experience.
"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," said Jodi
Sally, vice president of marketing for Toshiba America Consumer Products.
"Advanced navigation using Microsoft's HDi technology has been offered on
all of Toshiba's HD DVD players -- from the models introduced last spring
to our third generation of models that are shipping today."
Based on easy-to-program Web standards, HDi provides studios with a
familiar and simple development environment, resulting in a digital canvas
of unlimited possibilities. With support for interactivity mandatory on all
HD DVD players, HDi allows for advanced features that can be played back on
any HD DVD player or drive.
"For studios to truly enhance and change the way people watch movies,
HD DVD provides the features and the flexibility we need to offer a
personalized experience," said Ken Graffeo, executive vice president of
Universal Studios Home Entertainment and co-president of the North American
HD DVD Promotional Group. "Web-enabled network features made possible
through HDi are particularly compelling because they bridge the gap between
physical media and the Web-based world of the MySpace generation."
Studios supporting HD DVD are already delivering on promises of
expanding their offerings with Web-enabled network (interactive) features
on shipping titles such as "300" and "Blood Diamond" from Warner Bros.,
"Heroes: Season 1" from Universal and the upcoming "Transformers" from
Paramount. The ability to download new trailers, buy ring tones and other
merchandise, and share favorite bookmarked scenes with other HD DVD owners
are just a few of the features now available on discs from studios
supporting HD DVD. Universal recently announced that all day-and-date
titles moving forward will include Web-enabled network features powered by
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," said Amir Majidimehr,
corporate vice president of the Consumer Media Technology Group at
Microsoft. "Using Microsoft(R) 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."
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(R). More information about HDi can be found at
http://www.thisishddvd.com.
Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in
software, services and solutions that help people and businesses realize
their full potential.

[Blurry]

I guess that is pretty clever, have something for people to look for thatindicates the extended interactivity - so they know they are getting more.

[MrE]

I was curious as to what the logo even looked like so here it is

[canoehead]

This will matter to the geeks who already own this stuff (ie you and me). Adding an additional logo to a long string of them will do nothing to broaden mass appeal. HD-DVD is clearly ahead of Blu in this area - they need to show how cool it is in commercials and such, not add more crap stickers to the front of players.

[Blurry]

Originally Posted by canoehead

This will matter to the geeks who already own this stuff (ie you and me). Adding an additional logo to a long string of them will do nothing to broaden mass appeal. HD-DVD is clearly ahead of Blu in this area - they need to show how cool it is in commercials and such, not add more crap stickers to the front of players.

I mostly agree with what you are saying, though actually I think it is us geeks who know better who won't be interested in the logo. If they can make a mental connection in consumers between the HDi logo and an "enhanced interactive experience", then I could see people buying something simply because they feel they are getting something more.

[Fettastic]

Nobody outside our little circle will even notice the logo. And we all know that having it there doesn't mean anything.

I think we need to ask ourselves what real advantage HDi has over BD-java.

The truth of the matter is that BD-java can do at least as much as HDi can.

Blu-ray has some exceptional BD-J games. So far the only HDi one I've seen is on 300. It's ok, but it gets old pretty quick.

Just because HDi is easier to program doesn't make it better.

HDi needs to work on more inventive applications instead of flashing their logo around.

Originally Posted by Fettastic

Nobody outside our little circle will even notice the logo. And we all know that having it there doesn't mean anything.

I think we need to ask ourselves what real advantage HDi has over BD-java.

The truth of the matter is that BD-java can do at least as much as HDi can.

Blu-ray has some exceptional BD-J games. So far the only HDi one I've seen is on 300. It's ok, but it gets old pretty quick.

Just because HDi is easier to program doesn't make it better.

HDi needs to work on more inventive applications instead of flashing their logo around.

I thought we're talkign about HDi here, not BD-J.
For consumers, a logo/trademark can go a long way. Otherwise, why do people spend money to trademark anything?

If microsoft gets HDi well known through it's computer usages, it will self advertise and advertise for HD DVD players. HDi is for interactivity, not necessarily games. At least in 300, you can play a strategy game OVER THE INTERNET. How many really play games. I have 300 and I use it to watch the blue screen PiP which I think is awesome, but personally, I wouldn't have patience to "play a game" when all I wanted to do is watch the movie and see special scenes while the movie is playing.

And for consumers, ofcourse it is important! People make their own VHS movie and DVD with family clips and stuff. If HDi is easy to implement on their own discs through GUI, it's a big plus. If consumers want to make their own personal family video but can't program, BD-J would prove more difficult for them.

[Fettastic]

Originally Posted by wysiwigHD

I thought we're talkign about HDi here, not BD-J.
For consumers, a logo/trademark can go a long way. Otherwise, why do people spend money to trademark anything?

If microsoft gets HDi well known through it's computer usages, it will self advertise and advertise for HD DVD players. HDi is for interactivity, not necessarily games. At least in 300, you can play a strategy game OVER THE INTERNET. How many really play games. I have 300 and I use it to watch the blue screen PiP which I think is awesome, but personally, I wouldn't have patience to "play a game" when all I wanted to do is watch the movie and see special scenes while the movie is playing.

And for consumers, ofcourse it is important! People make their own VHS movie and DVD with family clips and stuff. If HDi is easy to implement on their own discs through GUI, it's a big plus. If consumers want to make their own personal family video but can't program, BD-J would prove more difficult for them.

I actually played the game on 300 for 15 minutes or so. Sounds like it's more important to me than it is to you.

j6p doesn't even know what HD DVD or Blu-ray is let alone understand what HDi is. I honestly don't think they will ever care.

As for HDi making it's way to home movies...I think that's unlikely.

Originally Posted by Fettastic

As for HDi making it's way to home movies...I think that's unlikely.

It certainly isn't currently, but there's still the 1000 indies project set up by Amazon and Microsoft, which is a start. In the future, if HDi proved successful, personal movie makers will certainly appreciate the ease of use for HDi.

[goody1701d]

Originally Posted by canoehead

they need to show how cool it is in commercials and such, not add more crap stickers to the front of players.

Being a HD DVD supporter I agree whole hartedly, HD DVD promotions group needs to do more to get their product notice, not just release it and hope people see it.

[ddwyer]

This is news-worthy?

Agree with everyone else - one more dumb logo. I also agree that they need to demonstrate and advertise what the supposed advantages of HDi for this to even matter (and the consumer doesn't care if it's easier to program with vs. BR Java - that's a studio concern).

[tru2blu]

I don't want interactivity from either Blu-Ray or HD DVD. I just want my movies in High Def..

[PrestoMovie]

Originally Posted by tru2blu

I don't want interactivity from either Blu-Ray or HD DVD. I just want my movies in High Def..

i actually really enjoy my interactive features for some of my HD DVDs like the u-control stuff for "Heroes: season 1" and thue stuff on "king kong".

and the web-enabled features are kinda cool.

[tru2blu]

Originally Posted by PrestoMovie

i actually really enjoy my interactive features for some of my HD DVDs like the u-control stuff for "Heroes: season 1" and thue stuff on "king kong".

and the web-enabled features are kinda cool.

I hear what you're saying. I wouldn't mind movie only editions (not even special features) for a few bucks less per disc, then I could buy more off them

[Blurry]

Originally Posted by tru2blu

I hear what you're saying. I wouldn't mind movie only editions (not even special features) for a few bucks less per disc, then I could buy more off them

That may be true, but if I could get more features for the same price, I would prefer that even more -and in fact might make me more likely to buy the movie.

Additionally, for the movies I really love, I am willing to spend extra to get more features. For the movies I want to add to my collection, but don't adore, those I might buy the cheaper version of...