To win end-users, Sony has rallied the support of many vendors. "We have 90 per cent of the film companies behind us. And we have the majority of audio-video manufacturers and computer makers."

Hollywood majors such as Disney have announced video releases in the Blu-ray format.

Sony has a lot of weight to throw around in Tinseltown as its own studio Sony Columbia Pictures has gained profitability and respectability with blockbusters such as the "Spiderman" franchise. However, by releasing movies on both formats, studios like Warner have refused to take sides.

Among supporters of Toshiba's HD-DVD standard are computer juggernauts Microsoft and Intel. Disks of both formats store more content and enable better sound and picture quality than conventional DVD discs.

Chubachi insisted that the Blu-ray format has larger capacity than HD-DVD, but ultimately it will be "content" that will determine which may survive. "For a consumer electronic product, it is the availability of content that determines the result."

Chubachi did not want to speculate whether both formats may coexist. "That is something only the consumers can decide." But he reasoned that the rivalry would probably come to an end in two years. "It won't happen this year, but next year we'll see the shakeout."

Additional factors that will help Sony put Blu-ray on top, according to Chubachi, are its computer and game platforms. Its PlayStation3 game console will come equipped with Blu-ray and broadband connection, which, though priced higher, will boost its attractiveness. Its Vaio notebook computers, a favourite with audio-videophiles, will also push the new format.

"We have learned a lot from our experience," said Chubachi.

What lies ahead?

In the words of some analysts, Sony suffers from the dichotomy of platforms. Its Vaio computer, with its strong AV capabilities, finds room in the study, while its PlayStation is stationed in the living room.

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