Disney Adopts Sony's Blu-Ray Digital Format

Walt Disney Co., the second-largest U.S. media company, adopted Sony Corp.'s Blu-ray format for digital videodiscs, supporting its new standard for the home movie market.

Disney's Buena Vista Home Entertainment will start releasing movies in the format when Blu-ray DVD players are available in North America and Japan, the Burbank-based company said.

Disney said it might still release movies in the competing format by Toshiba Corp. Toshiba's HD DVD format has been backed by Time Warner Inc.'s Warner Bros. and New Line Cinema units. Winning support from Hollywood film studios may help determine which format becomes the next standard.

Disney shares gained 34 cents to $27.20 on the NYSE.