Speaking at a press conference at IFA 2007, Panasonic's European president roared that he is certain that Blu-ray will become the dominating high definition format. Prior to that the respective figure went on to discuss the new ethos of Panasonic, specifically how people will be essentially 'living in high definition' across all homes as the aim is to make all appliances networked, not strictly limited to consumer electronics.

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Panasonic has made clear its stance in the high-definition war. "Blu-Ray will succeed to become the predominant high-definition format, be certain," Joachim Reinhart, chief operating officer and president of Panasonic Europe, told journalists at a press conference at IFA 2007 in Berlin this afternoon.

Earlier Reinhart had explained the new ethos within the company - how people are going to "live in high definition", with everything in their home. He's not just talking about consumer electronics, but white goods and other appliances too - all connected up to a wireless network.

The main component of such a home network will be a full high-definition TV, and Panasonic today added five to its Viera range.

The full Viera line-up of full-HD plasma and LCD TVs now includes 65-inch (PZ/PY700 series), 58-inch (PZ/PY700 series), 50-inch (PZ/PY70 series) and 42-inch (PZ/PY70 series) plasma TVs, and a 37-inch (LZD/LZ70 series) LCD TV.