LG has stolen the limelight today by announcing the imminent launch of its dual-format HD DVD Blu-ray player on the same day as Warner Brothers has released details of its upcoming Total HD disc, which combines Blu-ray and HD DVD into one.

News of the disc was made public in the New York Times, but its official launch is next week at CES, where LG will also debut its dual-format player.

Warner Bros execs hope that support by retailers will encourage studios to release their films in both formats on the same Total HD disc.

“The next best thing is to recognise that there will be two formats and to make that not a negative for the consumer”, Barry M. Meyer, chairman and CEO of Warner Brothers told the New York Times.

“We felt that the most significant constituency for us to satisfy was the consumer first, and the retailer second. The retailer wants to sell hardware and doesn't want to be forced into stocking two formats for everything. This is ideal for them.”

However, Warner Bros may face opposition from rival studios. Recently both Fox and Disney execs made it clear that they support Blu-ray, and not HD DVD.

“I think the fastest way to end the format war is through decisiveness and strength”, said Bob Chapek, the president of Buena Vista (Disney-owned).