Comparison of high definition optical disc formats Blu-ray disc players since the end of the format war. Blu-ray Disc has a higher maximum disc capacity than HD DVD (50 GB vs. 30 GB for a double layered disc). In September 2007 the DVD Forum approved a preliminary specification for the triple-layer 51GB HD DVD (ROM only) disc though Toshiba never stated whether it was compatible with existing HD DVD players. In September 2006 TDK announced a prototype Blu-ray Disc with a capacity of 200GB. TDK was also the first to develop a Blu-ray prototype with a capacity of 100GB in May 2005. In October 2007 Hitachi developed
DVD rental model to a for purchase model, and large numbers of DVDs were sold. At the same time, a demand for interactive design talent and services was created. Movies in the past had uniquely designed title sequences. Suddenly every movie being released required information architecture and interactive design components that matched the film's tone and were at the quality level that Hollywood demanded for its product. DVD as a format had two qualities at the time that were not available in any other interactive medium: enough capacity and speed to provide high quality, full motion video and sound, and low