"Blu-ray is the only format that has the ability to tell the whole story, with the most comprehensive offering on the market. With seven of Hollywood’s leading studios accounting for the vast majority of 2006’s home video sales, among the 170 plus companies globally that support Blu-ray Disc, it makes sense that content will be king when it comes to Blu-ray," said JB Hi-Fi marketing director Scott Browning

"Indeed this is the reason that we have decided to only stock Blu-ray products at JB Hi-Fi."

A raft of Blu-ray Disc products, including players, recorders, high definition computer drives, recordable media and PC applications, as well as over 70 movie and music titles were on display at the event. Sony's upcoming PlayStation 3 games console with also play Blu-ray discs.

Blu-ray offers retailers such a JB Hi-Fi a change to boost HDTV sales, which have suffered due to Australia's slow digital television takeup.

The Blu-ray camp also used the event to launch www.blurayaustralia.com.au as part of its ongoing marketing war with HD DVD. Sony continues to insist that Blu-ray has already won the format war, this time based on January sales figures.

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