HD DVD is the most recognized brand name worldwide for high definition packaged media and we now have a strong group of companies behind it, from hardware manufacturers to studios and distributors.
Ken Graffeo, Executive VP, HD Strategic Marketing, Universal Studios Home Entertainment

At a press conference at CeBIT 2007 in Hamburg, Germany, Studio Canal, Universal, Toshiba and Microsoft were on stage to announce the formation of a new trade organization to promote HD DVD in Europe. The European HD DVD Promotional Group is the European counterpart to the North American HD DVD Promotional Group and completes the global promotion structure for HD DVD, working to educate consumers on the quality and value of the format.

"After a strong year in North America and Asia, HD DVD is drawing attention in Europe," said Ken Graffeo, Executive Vice President, HD Strategic Marketing, Universal Studios Home Entertainment. "HD DVD is the most recognized brand name worldwide for high definition packaged media and we now have a strong group of companies behind it, from hardware manufacturers to studios and distributors."

The existing marketing campaign, which showcases HD DVD as "The Look and Sound of Perfect" will be used to highlight European perspectives, with the launch of country-specific pages the groups website. The association and its member companies plan to back the campaign with promotions, and trade and consumer marketing through the 2007 Holiday season and into 2008. The campaign will promote the format and co-market HD DVD hardware.