Multi-industry home entertainment media organization the Digital Entertainment Group said it is developing a multifaceted campaign featuring consumer education, retail training and public relations programs in support of the Blu-ray Disc format.

The DEG, whose members encompass the content, consumer electronics and IT industries, said “it aims to provide a collaborative, unified marketing effort for Blu-ray Disc as it did for DVD.” The company had promoted Blu-ray Discs in the past, but those efforts were somewhat hindered by the group’s split responsibility for the promotion of both Blu-ray and the recently dropped HD DVD formats.

The DEG will serve as the primary source of information for Blu-ray Disc, including consumer education, hardware/software introductions, media relations as well as a central repository for data, the group said. The DEG said its Blu-ray Disc campaign will encourage consumers to upgrade to Blu-ray Disc hardware and software to accompany their HDTVs.

The Blu-ray Disc Association, which had performed some of the duties outlined in the DEG's new mission statement, said it welcomes the organization's support, while marking its territory.

Story filed 10.03.08