Microsoft Spreads HD DVD Interactivity Around

What do "The Fast and the Furious: Tokyo Drift," "Miami Vice" and "Mission: Impossible III" and Microsoft have in common? Technology of course, and to be even more specific, both movies, under the HD DVD format, made use of the Redmond company's implementation of the interactivity layer. And Microsoft announced that by the end of 2007, it would spread the HD DVD interactivity around to Toshiba and Hollywood studios: Universal Studios Home Entertainment and Paramount Home Entertainment. As a result, Toshiba will display Microsoft's HDi logo on its players, while Universal and Paramount will stick it to the packagings for HD DVD titles.

"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."

"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 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."

Essentially, Microsoft's high-performance HD DVD interactivity provides users with network connectivity and community scenarios on top of the traditional movie viewing experience. As an example, users will be able to access additional content via picture-in-picture features and graphical interfaces in tone with the movie experience. In the end, interactivity will permit HD DVD owners to interact with one another in a social network.

"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."