Orpheus:
First, people got to know about it.
There are many ways to advertise hi-rez hardware and software. One way is to make the hardware more accessible and affordable. That is a key and critical step in an overall marketing program. The third and fourth quarter of 2004 will usher in new universal DVD players that handle both hi-rez formats along with Red Book CD and DVD-Video catering to all price points from as low as $150 - $75,000 USD.
There are a couple of key points to note: 1. audio / video companies ranging from Samsung up to Goldmund are investing R&D and marketing in manufacturing and selling these universal DVD players which should demonstrate some degree of commitment on their collective parts in giving the consumer the power of choice to decide which hi-rez format succeeds (I hope both flourish together), 2. if you take a look at the bevy of universal DVD players being offered within that $150 - $75,000 USD price bracket, then you will see the most number of universal DVD players manufactured are targeted at the < $500 USD and over $2000 USD price ceilings; in other words, these audio / video manufacturers are targeting the general populous by attracting both those with limited and more robust means. Furthermore, you have very few manufacturers investing well over $10,000 USD into universal DVD players but they are indeed available by speciality audio / videophile companies such as Linn, Bel Canto, Goldmund, and Lexicon.
With more universal DVD players making it to market in the last half of 2004, consumers will have the hardware incentive to invest in hi-rez. It is not unreasonable to deduce that there will be heightened interest in hi-rez software. I say so because think about all that SONY, Philips, and the DVD Consortium have done in their pricing of hi-rez media thus far. SONY and Philips have mandated that all future SA-CD releases be Hybrid SA-CDs and competitively priced around the $12 - $17 USD much like their Red Book CD counterparts. Furthermore, the DVD Consortium has just approved DualDisc (as I have mentioned in an earlier in this same thread) which means that the DVD-Audio format will too compete against Hybrid SA-CDs by offering a Red Book CD layered side and a multi-channel DVD-Audio layered side on the same disc. The key questions regarding DualDisc are 1. will it be compatible with all Red Book CD players, 2. will it be unencumbered by capacity restrictions, 3. will it offer the same entertainment value as conventional DVD-Audio discs? If DualDisc succeeds modestly (as I hope it will), then the DVD-Audio format will survive another year. If it fails, then all of those universal DVD players hitting the markets in late 2004 will still be compatible with DVD-Audio titles but the format will not be bolstered by such a risky venture in the form of DualDisc. Make no mistake: DualDisc or DVD+ will make or break DVD-Audio in the ensuing months.
I hope this is all helpful to our readership. Thank you for your time.