(5 October 2007 3:00 pm)

MUMBAI: Microsoft has joined hands with Toshiba to form the Advanced Interactivity Consortium (AIC), which it expects to make an open forum for accelerating the adoption of advanced interactivity and interoperability across HD DVD products.

The rival Blu-ray disc is supported by Sony and movie studios Metro Goldwyn Mayer and Walt Disney Co.

AIC will be a platform for companies to collaborate on improving the digital home entertainment experience and bringing advanced interactive features, including web-enabled features, to digital downloads that go to DVDs, PCs, gaming consoles and cell phones.

This is part of Microsoft's larger plans in not only becoming an active supporter of the HD DVD format but also being a driving force in adoption of the format. The company is pairing up with the main promoter of HD DVD Toshiba to highlight existing and future interactivity features of the format.

Microsoft said that AIC will also include Hollywood studios such as DreamWorks Animation SKG, Paramount Pictures, Universal Studios and Warner Bros.