"A majority of consumers have been worrying about the format situation. Some manufacturers manufacture players only for Blu-ray. And others make players only for HD DVD. And some Hollywood studios make DVDs only in one format. So this is a very unhealthy situation for the whole industry as well as consumers. And we were very concerned. This is not only a problem for the DVD industry, but it could also affect the high definition television industry as well. So we felt our approach of having a single player which can play both formats …it's just like the conventional DVD." LG plans to begin shipping the Super Multi Blue player next month. One drawback…the 12 hundred dollar price tag. Lee says that should eventually come down as manufacturing ramps up. He adds…LG would welcome other consumer electronics companies to make hybrid high definition DVD players as well. Bloomberg Boot Camp, I'm Fred Fishkin.