Los Angeles - Warner Bros. Entertainment (NYSE: TWX) announced on Friday that, "in response to consumer demand," it will now exclusively release its high-definition titles on Sony's (NYSE: SNE) Blu-ray disc format, ending its dual support for Toshiba's rival HD DVD format. "The window of opportunity for high-definition DVD could be missed if format confusion continues to linger," said Warner Bros. chairman and CEO Barry Meyer.

"We believe that exclusively distributing in Blu-ray will further the potential for mass market success and ultimately benefit retailers, producers, and most importantly, consumers."

"A two-format landscape has led to consumer confusion and indifference toward high definition, which has kept the technology from reaching mass adoption and becoming the important revenue stream that it can be for the industry," added Kevin Tsujihara, president of Warner Bros. Home Entertainment Group.

The company said it will continue to release new titles on HD DVD until the end of May, after which time they will only be available on Blu-ray.

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