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HD DVD's rival in this space is the Sony-led Blu-ray technology, which already boasts the likes of Dell, Apple, Samsung and HP among its ranks as well as numerous movie studios.

HD DVD is the baby of Toshiba and NEC, although it too enjoys support from IT, media and movie companies.

It's apparent that the announcement from both companies is interlinked. The companies claim to favour HD DVD for the support it offers in managing, repurposing and copying content from disc to device across perhaps a home network. This sits well with Intel's upcoming ViiV platform - which does just this - and includes the Microsoft Windows Media Center Edition as a required component.

'Our vision with Intel Viiv technology is that digital media content can be enjoyed on these Intel-based PCs and consumer electronics devices in and around the home in an easy and affordable manner,' said Brendan Traw, Intel Fellow and chief technology officer

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of Intel's Digital Home Group. 'Intel has determined that HD DVD best meets the needs of consumers and the requirements for the respective consumer electronics, computer and entertainment industries for delivering a high-definition, interactive experience to the home on optical media.'

The companies also support the backwards-compatability with standard DVDs, meaning two versions of the same film can be pressed to a single disc.

They also say that the ability to use existing production lines to quickly ramp up volumes is attractive. Blu-ray discs will need separate equipment to be installed. However, the Blu-ray group says that the material costs associated with manufacturing a Blu-ray disc will remain a very small percentage of the overall cost, and would not influence a movie studio's decision over which format to use.

Up until recently, HD DVD devices looked set to hit the market ahead of Blu-ray, but recently a decision was made to hold back the launch to ensure everything is in place for the big push.

This means that the two technologies will probably make it to market around the same time - in about six months' time. However, the two technologies are incompatible, meaning consumers too will have to decide which to back when buying devices and media.

Products are beginning to emerge. BenQ has showcased a Blu-ray disc burner and Toshiba has announced today the world's first notebook featuring a slimline HD DVD drive, to be exhibited at CEATEC JAPAN 2005, from 4 to 8 October.