An anonymous reader writes "Sony CEO Ryoji Chubachi knows something we don't. At a press conference, he announced Sony's plan to increase Blu-ray market share to 50% of all movie discs by the end of the year. 'DVD and BD currently account for about 80% and 20%, respectively, of global demand for movie discs, Chubachi indicated. The new BD devices to be offered by Sony include models integrating an HD LCD TV with BD recording functionality, Chubachi pointed out. Sony has relied mainly on the PlayStation 3 (PS3) to promote BD, and sales of the game console will increase along with the offering by top Hollywood studios of new BD movies, Chubachi noted. However, Sony will extend its BD promotion from the current focus on the PS3 and BD players/recorders to IT devices, Chubachi pointed out.'"