Just when you thought your home theater was all set...

Over the weekend Sony embarked in a new battle against technology company rival JVC, this time not over VHS or beta as in the past, but over the next generation DVD, High Definition DVD. Cleverly JVC jumped on the name HD DVD, while the marketing braniacs at Sony have come up with the name Blu-Ray.

From the get go you can see where this is heading. Sony lost the battle to JVC before and I think it is headed in the same direction during this second bout. Sony usually comes up with clever names, but I think they drop the ball this time. Names like Playstation, Walkman, etc; clearly state what the product offers, but they set themselves up to loose the contest , which began over the weekend when US stores began stocking the first players for Sony's Blu-ray. The product made by Samsung has a price tag almost twice that of the Toshiba player, which was launched three months ago. A name is a lot in this competing market and JVC has that covered. Though many consider VHS to be inferior to BetaMax in its day, it is a much easier thing to comprehend.

The bottom line is that the Hollywood community is split for the support and only time will tell who will win, but with name's like Microsoft, Intel, NEC, and Universal behind them, JVC surely has a good start. To get more juicy details as this technology unveils click here.