Blu-ray Disc Format Status
Judy Chan
Vice Chair, BDA China Promotions Group Philips Electronics
Blu-ray Disc Association Media Tech 2011
Contents
China HD Industry Landscape
BD industry Value Chain Complete in China Expanded Product Line
Increased Media Awareness Consumer Awareness
Global Adoption Blu-ray 3D
Recordable Blu-ray Closing Points
China HD Industry Landscape
Government
• The State Administration of Radio Film and Television issued a series of policies in 2009 in order to accelerate the development of high-definition television. As of now, over 10 HD channels have been launched
• As part of the 12th Five-Year Plan, the government is attaching great importance to the development of the culture industry and has
China HD Industry Landscape
Industry
• China’s high-definition TV market made steady progress in China in 2010
• 3D TV entered the market and attracted great attention
• CBHD is now supported by only a few remaining Chinese companies and limited products can be found in the market.
BD industry Value Chain Complete in China
Since the BD industry value chain was established in China in
2009, the BD industry continually accelerated and gained
momentum.
• Testing center: The CESI Blu-ray Disc Product Testing Center began operation in July 2008
• Hardware production: As of today, nine Chinese companies have produced BD players/drives for both the local market and for export
BD industry Value Chain Complete in China
BD Industry Momentum
• BD content production: Sony Digital Audio Disc Corp. and Dalian Hualu Optical Technology Co., Ltd. established their Blu-ray disc production lines in 2008 and 2009, respectively
• BD content authoring: The Hualu Blu-ray Authoring Center was formally established in late 2009
BD industry Value Chain Complete in China
BD Industry Momentum
• BD titles: As of today, more than 300 BD titles have been released in China market, with the lowest prices having dropped below RMB50
• FLLA membeship: As of today, a total of 46 Chinese companies are actively participating in the BD industry. The number of FLLA
Expanded Product Line - Hardware
Products:
• BD players available in the China market: Sony, Philips, Panasonic, Pioneer, SHARP, Samsung, LG, Hualu, Desay, Contel, GIEC, Seastar, OPPO, TCL
• BD drives available in the China market: Pioneer, Sony, Lenovo
• PCs with BD-ROM: HP, Dell, Lenovo, Acer, Sony, Asus, Toshiba, Samsung, etc. Price:
• Different prices provide more choice for consumers. The lowest price has now dropped below RMB1000 (about USD 151.6)
Extensive sales channel:
• Dealers, CE & home appliance retailers (Suning, Gome, Da Zhong, Best Buy), online stores (360buy.com, newegg.com.cn), etc.
Expanded Product Line - Software
Strong support from studios:
• Disney, Sony Pictures, Fox, Warner, BBC, Hualu
Price:
• The lowest price has now dropped below RMB 50 (about USD 7.6)
Extensive sales channel:
• Disc stores (FAB), Supermarkets (WALMART, Carrefour), CE & home appliance retailers (Best Buy), Bookstores (Xinhua bookstore), online stores (dangdang.com, joyo.com, taobao.com, goudou.com), etc.
Increased Media Awareness
Media awareness of BD has gradually increased over recent years. Media reports on BD technology, BD market performance, BD products analysis, HD market trend, 3D technology, BD royalty and etc.
Top trade websites such as ZOL.com.cn, pchome.com, yesky.com and etc. have launched HD/BD channel, and key portals like sohu.com have
Increased Media Awareness – Media Quotes
It is great to see more and more Chinese companies involved in the BD industry and launching products in the market. This tells us that the market is growing. - Guangzhou Daily (Guangzhou)
The BD market was refined in 2010, and will see a steady growth in 2011. According to the sales data of some home appliance retailers, the sales of BD players doubled in Beijing during the Chinese Spring Festival, which can be seen as good news for BDA. - Beijing Youth Daily (Beijing)
Without doubt, the Blu-ray technology raised the standards of the audio and video industry and changed our daily lives. But due to the high prices of BD products and competition from internet downloads, consumers in China have limited
awareness of BD…The HD player is currently BD player’s main competitor. If the government can make a better effort to strengthen its supervision of copyrights, BD player will have a bright future. - ZOL.com.cn (Beijing)
3D movies, 3D games and other forms of 3D entertainment have drawn more and more attention from consumers. We believe that 3D is the main driving force of the BD market. - YOLO Magazine (Shanghai)
Consumer Awareness
Home entertainment awareness of BD is steadily growing among consumers.
Keyword search on
index.baidu.com: “Blu-ray” from June 2006 until
Consumer Awareness
A keyword search on index.baidu.com: “3D movie” from January 2009 to December 2010
Consumer Awareness
Consumer attention to movies, especially the 3D movie
experience have grown substantially*
• Over 50% of consumers have watched 3D movies in cinemas
• Over 90% of consumers have great interest in 3D products
• Over 40% of consumers hope 3D tech can be applied to their home TVs
Blu-ray: How is it Doing
in the U.S.?
Blu-ray is thriving
despite a very
difficult economic
environment…
Blu-ray Penetration vs. DVD:
Blu-ray Content Sales:
EMEA BD-Equipped Households
Blu-ray vs. DVD Hardware:
Format Share in Japan
Blu-ray 3D:
We’re Just Getting Started…
Strong need for consumer and
retailer education
Simplify the story: help consumers
understand benefits of Home 3D
Consumer feedback echoes what
we heard when Blu-ray disc was
first launched
When properly demonstrated,
consumers love 3D!
Projected 3D HDTV
Adoption Rate
Recordable Blu-ray Disc
BDA specs cover more than just movies
Two types of recordable media are on the market
•
Write-once BD-R and rewritable BD-RE
Newest addition: BDXL
• Multi-layer recordable discs
with up to 100GB (RE) or 128GB (R); compatible with new BDXL drives
But the path from here to watching
Plus, viruses can hit, computers can
crash, (permanently), laptops get lost
or stolen, and…
Your data and precious memories
could be irretrievably lost.
Protect your memories:
Simple + seamless: Drop disc in
Store it, share it, send it, or watch
it on recordable Blu-ray Disc
Closing Points
Blu-ray Disc is the ultimate film format
Highest quality HD video and sound
available…period
Film transfers to Blu-ray are done with the
utmost care, sometimes with frame-by-frame
restorations…
Closing Points
Blu-ray provides a lavish maximum data rate for the
best quality HD picture and multi-channel sound
More than ten times the bit rate of an average U.S. broadband connection*
Blu-ray Disc coexists very well with online streaming and
download services
Blu-ray for the complete, immersive home theater experience Streaming for immediate, casual use
