Observers of the Blu-ray and HD DVD format war have so far focused on business models, player pricing, studio support and Sony’s PS3 contribution. Now, the DVD Promotion Group is hoping to exploit the interactive features of HD DVD, called HDi, to broaden its appeal to the "MySpace" generation, according to TVPredictions on Thursday.

"In recent weeks, HD DVD backers, led by Microsoft, Universal and Toshiba, have announced that HD DVD discs will offer several interactive features including enabling viewers to re-edit movies, order clothing worn by the stars, download trailers and participate in online polls," Phillip Swann wrote

Because those features are not yet available on Blu-ray, the HD DVD camp believes that these intractive features will give them a boost, especially with younger people.

Mr. Swann pointed out that at the Home Theater forum of the Home Media Expo in Las Vegas yesterday attendees seemed more interested in getting the HD DVD camp to end its war and urged Universal, the only studio releasing titles on HD DVD only, to release titles on Blu-ray as well.

Mr. Swann, an authoritative observer of the TV industry, believes that the new focus on the interactive features of HD DVD (listed above) will be of no interest to prospective buyers of the players, will turn them off, and could actually kill the format.