According to a study from Interpret, a media research company, in just two years around 60% of U.S. households now know what a Blu-ray disc is. At the same time it is being reported that the number of households with a high-definition disc player has passed the 10 million mark. Blu-ray is definitely picking up steam, however these challenges put a lot in front of the format, whose debut is often - erroneously, we feel - compared to DVD. The 10 million player mark, assuming one player per household, nets a 9% penetration figure.\n\n\nDiscuss "Blu-ray Awareness on the Rise" here. Read the article.