The new Xbox 360 starts the battle for dominance in the HDTV era

"A new game machine starts the war to rule the HDTV era

Muhammad Ali vs. Joe Frazier! Rocky Balboa vs. Apollo Creed! Mike Tyson vs. Evander Holyfield's ear! Each of these memorable matches pales compared with the bouts that will take place in the consumer electronics arena over the next few months. And the outcome will determine how we unwind at home for the next few years. Having proved itself a serious contender in the action video game market, Microsoft--armed with its new Xbox 360--aims to end Sony's championship reign. DVD s have already just about knocked out the videocassette market. But which of the two new, competing disk formats that can hold high-definition video--Blu-ray or HD DVD--will be left standing? And which of the fancy, flat-panel technologies--LCD or plasma--is really better for showing off the sharp, realistic images that these new devices can deliver?

When it arrives on store shelves this Tuesday, Microsoft's Xbox 360 could very well be the device that heralds the arrival of the HDTV era. The sets that have tantalized techies for years are becoming more affordable (story, Page 60). Video game machines like the new Xbox will be some of the first devices to capitalize on the high-def potential. "There's never been a period of time before when a new [TV] video standard coincided with the launch of a new video game system," says Bobby Kotick, CEO of Activision, one of the leading video game software companies." [more]