A research team from the Institute of Multidisciplinary Research for Advanced Materials of prestigious Tohoku University in Northern Japan announced [JP, PDF] it has found a way to multiply the amount of data that can be stored on a DVD or CD by a factor of 9.
impressive for a DVD
It was never a secret that more research can be done with the existing DVDs to increase it's capacity instead of making an entire new format... but it's a lot easier for certain companies to create a new format and force everyone to spend money buying new hardware and pay more money fo the actual movies...