When it comes to high-definition content that promises crisper visual and sound quality, customers favor the Sony-backed Blu-ray format of next-generation optical disks over the rival HD-DVD format, according to a Blu-ray-sponsored study released Wednesday.

Some 58 percent of respondents said they preferred Blue-ray while 16 percent favored Toshiba-backed HD-DVD, according to the May survey of 1,250 consumers by Penn, Schoen and Berland Associates for the Blu-ray Disc Association. Another 26 percent were undecided.

The battle between Sony and Toshiba, two Japanese consumer electronics giants, is brewing over what format will triumph for the next generation of optical discs that will play high-definition content and provide higher storage capacity.

When they come to market between the last quarter of 2005 and early 2006, both formats will succeed the current standard-definition DVDs.

Blu-ray has a higher storage capacity ranging between 25 to 50 gigabytes while HD-DVD discs can carry 15 to 30 gigabytes of content.

But HD-DVD has other advantages. It costs less and is easier and faster to make. The Blu-ray-backed survey did not poll customers about pricing.

The format war has been simmering for the last three years. In recent months, it appeared that the two camps were nearing a compromise to develop a common format. The truce would have been a win-win situation for consumer electronic companies, consumers, retailers, and movie studios.

But so for, the two camps have not made any definite announcements about developing a combined format.

The poll surveyed US consumers between the ages of 18 and 64. Fifty-nine percent of the poll-takers were male, while 41 percent were female. Some 392 of the respondents were owners of high-definition televisions.

Consumer Preferences

What were some of the key reasons consumers preferred Blu-ray, according to the poll? The format has the ability to play discs in more consumer electronic devices, personal computers, and gaming consoles.

The format also has “backward compatibility” with current DVDs, letting it play current standard-definition DVDs. Blu-ray has greater disc capacity and the large storage ability for high-definition video or data, which eats up a lot of storage space.

Currently, Sony-backed Blu-ray is supported by consumer electronics and computer companies such as Dell, Hewlett-Packard, Panasonic, Pioneer, Samsung, Mitsubishi, Phillips, LG, and Apple. Sony recently said it would incorporate Blu-ray technology into its next-generation gaming console, PlayStation 3.

Toshiba’s HD-DVD for the moment has only three major companies backing it: NEC, Sanyo, and Thomson.

Both formats are lobbying to win support from movie studios. Studio backing is vital as the studios’ movies will end up being released on the format they support. However, the major studios are essentially split in their backing of the two camps.

Readying Launch

The survey comes at an opportune time to win over consumers as the Blu-ray format’s hardware and software gets ready to launch in early 2006, said Victor Matsuda, vice president for Sony’s Blu-ray Disc Group.

HD-DVD devices and software are scheduled to launch in the fourth quarter of 2005.

Even though talk that the two formats may come together continues in consumer electronics circles, preparations to launch Blu-ray products are at full steam, said Mr. Matsuda.

Blu-ray’s large storage capacity scored high points among the surveyed consumers because of its ability to fit movies, bonus features, and interactive offerings on a single disc and on a single-sided Blu-ray Hybrid Disc, the survey said.

The hybrid disc allows both high- and standard-definition versions of a movie to play on a single-sided disc, which can be viewed on either a standard- or high-definition player currently being developed by JVC.

Toshiba officials could not be reached for comment.