The Chairman of the Blu-ray Disc Association in the US has commented that the Blu-ray camp is happy that the format war is officially over, now the focus is for member companies to promote the format as the best way to bring premier high quality definition content into consumers' lives.

The Blu-ray Disc Association has made an official statement regarding Toshiba's announcement that they would no longer be supporting the HD DVD format. Andy Parsons, Chairman, Blu-ray Disc Association U.S. Promotions Committee commented, "We in the Blu-ray Disc Association are very happy that this long format war is officially over. Now the task ahead for our member companies is to promote the Blu-ray Disc format as the best way to bring premier quality high definition content into consumers' lives."

As the main supporter of the HD DVD format, Toshiba's announcement that they no longer would be supporting the format effectively ends the format war and Blu-ray has been proclaimed the victor. As the only high definition format viable for consumer adoption, the BDA's focus will now be shifted towards ensuring consumers understand the advantages of Blu-ray and the superior movie experience it offers.