Sony is to step up its marketing campaign for the PlayStation 3 and emphasise that the game console is a Blu-ray disc player.
The move is aimed at boosting both the PS3 and the Sony-backed DVD format ahead of the Christmas holiday sales season.
Kaz Hirai, president of the games unit, told the Financial Times his division was working closely with Sony Pictures and Sony Entertainment to "get the Blu-ray message out". It was a delicate "balancing act" for Sony Computer Entertainment,
"The PS3 is first and foremost a video games machine but we want to say – by the way, it's a great Blu-ray player as well," Mr Hirai said. Marketing efforts in the US, Europe and Japan would highlight the PS3 as a Blu-ray disc player as well.