A "one-stop shop" for Blu-ray player and disc licensing is being set up by Panasonic, Philips and Sony.
The trio are currently in talks with Blu-ray Disc patent holders, according to Blu-ray.com.
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With prices of Blu-ray players and discs falling, the high-def format appears to be making some headway after a hesitant start.
But public ignorance of what hardware is required to fully enjoy Blu-ray is preventing even greater uptake, according to the British Video Association.
NEC is banking on the world’s first chip that combines signal processors with memory that controls graphics, audio and other functions to double its sales of Blu-ray hardware in the next two years.
The company expects the EMMA3PF chip to raise its revenue from Blu-ray products to US$378 million in the year ending March 2011.
NEC plans to increase its share of Blu-ray products by offering deep price cuts, which other companies have started and are necessary for the market to grow.