posted 12-29-2008 02:26 AM                    

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Microsoft once again rubbishes Blu-ray Xbox 360 claim
by Stevie Smith - Oct 13 2008, 11:42

Microsoft continues to deny rumours of Blu-ray coming to Xbox 360.

While most unsubstantiated tech rumours are quickly vanquished once an official source has released a stock-standard denial or “no comment” response, the notion of Microsoft incorporating Sony’s high definition Blu-ray drive into its Xbox 360 videogames console just won’t go away -- no matter how many times Microsoft attempts to kill it.

Specifically, the rumour that just keeps on giving has suffered yet another vicious attack from the Redmond-based software titan after Xbox Group product manager Aaron Greenberg strapped on a pair of steel toe-capped boots in an attempt to finally kick all credibility from the story.

Speaking to Xbox Live guru Major Nelson, Greenberg insisted that Microsoft has “no plans to integrate Blu-ray into the Xbox experience.”

The exec also swung a heavy boot in Sony’s direction regarding Blu-ray by saying Microsoft stands firm behind the belief that “we shouldn’t force people to pay for things they don’t want.”

Microsoft has countered Blu-ray rumours on several occasions following the February demise of Toshiba’s HD DVD format, which the software company backed through a standalone player for its Xbox 360 console.

So where now for Microsoft’s expansive Xbox 360 user base when it comes to HD content?

According to Greenberg, Microsoft’s position on hosting high-definition movie and television content is centred solely on providing online digital distribution through its hugely popular Xbox Live Marketplace.

Revitalised rumours surrounding a possible Blu-ray deal on the Xbox 360 resurfaced last week when online reports began claiming Microsoft had commissioned the hardware’s manufacture through a production deal with Toshiba-Samsung. A somewhat vague retail price of between $100 USD and $150 USD accompanied the speculation.

Despite Blu-ray having won the battle with HD DVD and emerging as the widely accepted industry flag bearer, Greenberg commented that “the days of one physical format being the standard I think are gone.” While adding that no one really knows where Blu-ray’s lukewarm reception is taking Sony’s format, the Microsoft suit offered that “it’s pretty clear it’s not the next DVD, right?”

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