HD DVD format may be out but Microsoft continues to remain steadfast in its determination of not adopting Blu-ray format. The speculation about Xbox 360 integrating Sony s high definition DVD technology was put to rest when a senior Microsoft executive said that Xbox was not in talks with Sony nor did it have any plan to use Blu-ray.
In an interview to a news agency, Aaron Greenberg, group product manager for Xbox 360 denied any move to integrate its arch rival s technology. Greenberg s statement assumes significance since speculation was rife about Microsoft s next move following the collapse of the HD DVD format which was headed by Toshiba and supported by Microsoft. The HD DVD conglomerate had to bite the dust after major Hollywood studios announced their support for Blu-ray.
With Microsoft snubbing the only surviving high definition format, there are now talks about the Redmond-based internet giant launching its own high-definition format. There are reports that though HD DVD has lost the disc war, Microsoft is looking at other platforms including Xbox Live to make a fresh assault with its HD format. Xbox Live is a popular movie rental service and according to Greenberg, the only console offering digital distribution of entertainment content.