While Sony has been tagging its DVD TV spots with the phrase "available on DVD and on Blu-ray" since June, the first DVD TV spot tagging HD DVD made its debut this week.
Eagle-eyed viewers first noticed the ad for Universal's September 26 release of 'The Fast & the Furious: Tokyo Drift' on NBC's "Sunday Night Football," but it has since been spotted across the dial.
And while at first glance a two second flash of the HD DVD or Blu-ray logo may not seem like big shakes, such tags are seen as an important early step in introducing mainstream audiences to the new high-def formats.
Representatives for both formats are stepping up their promotional efforts ahead of the crucial holiday shopping season. In July, the HD DVD camp announced plans to launch a $150 million marketing campaign to help boost awareness of the format, encompassing all media including print, internet, television and other outlets. The Blu-ray camp as well appears to be expanding the focus of their "Experience Blu" marketing campaign.