consort to the Nihon Keizai Shimbun , Sony and Toshiba are do step towards create a single next - coevals data format , rather than subjugate consumers to a format state of war between Blu - Ray and HD DVD . Sony ( behind Blu - Ray ) had the following to say :

so as to offer users with a nicer environment , we are continuing talks with various company concerning next - multiplication format like . However , because of the influence next - generation formats have throughout the industry , we current can not comment about fellowship names , contents of the talks , or their context .

And Toshiba ( behind HD DVD ):

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We can not clear up any details yet . There is the standpoint that having a exclusive data format is better for users . Nothing concrete has been determine .

Sony and Toshiba , first footstep towards “ next - coevals format integration”?[AV Watch ]

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