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The Blu-ray Association is trying build some entry-level Blu-ray players that they can sell for just $99 in hopes to eventually dethrone the standard DVD format.

Currently DVD is the only real threat/competitor Blu-ray has, in America that is.  A Chinese HD format, known by CBHD, is threating the livelihood of Blu-ray in China.

Getting the price of Blu-ray players down to $99 will definitely give sales a boost but, it's not going to the same thing it did for DVD players back in the day.