The Blu-ray Disc Association (BDA) used the SinoCES trade event in China to announce several developments in the establishment of the Blu-ray Disc format within the strategically important Chinese market.

A China Task Force has been created with 14 Board of Director member companies actively supporting it. The aim of the group is to establish and foster communication and strong relationships with various Chinese government groups along with organising technical seminars and lectures designed to help companies start to develop their Blu-ray Disc business models.

The BDA also announced that DigiRise DRA (DRA) digital audio coding technology had passed an important technical evaluation. Digirise had been actively applying to join the "Blu-ray Disc Association", as a means to promote its Multi-audio Track Audio-visual Encoding and Decoding Format as part of an international standard for next generation disk players. The approval of the DRA format by the Blu-ray Disc Association is a key milestone for a locally-developed Chinese technology to be potentially adopted by Blu-ray Disc format.

At the same event, Chinese makers such as Desay A&V Science and Technology Company, Hotwell, Hualu and VTREK showcased various Blu-ray disc player prototypes.

The BDA believes that the Chinese market is at a critical stage in its acceptance of Blu-ray Disc. "We are obviously very excited about the market potential for Blu-ray Disc in China: the huge population coupled with tremendous economic development presents fantastic opportunities for us now," remarked Sumitaka Matsumura, Chair of BDA's China Task Force.

Pioneer has reduced the price of its BDC-SO2BKZ Blu-ray player in China to Rmb999 ($145). At launch the Pioneer player was priced at Rmb2,000 ($300) – less than half the price of the Sony-branded equivalent which launched at Rmb4,999 ($626).

In other BD-related news, CESI Technology Co. Ltd, a subsidiary of the CESI (China Electronics Standardization Institute) and a contributor member of the Blu-ray Disc Association (BDA), has been designated as the first official Blu-ray Disc Test Center in China which the BDA indicates the strong momentum building for the Blu-ray Disc format in China.

The establishment of this Blu-ray Disc Test Centre is an important link in the Blu-ray Disc value chain in China. Chinese manufacturers can now receive verification services for the official production of BD-ROM Movie Players at this center, which will shorten the time needed for product development and market launch of fully compliant BD products for Blu-ray Disc product manufacturers.

Story filed 24.07.08