The British Video Association (BVA) is hoping to give Blu-ray DVDs a boost this Christmas with a $1.7m (£1m) TV campaign.

The campaign, which will run during November and December, has the support of five major studios, Sony, 20th Century Fox, Universal, Warner Bros and Disney, and aims to encourage consumers to upgrade to high-definition in time for this winter’s crop of Blu-ray holiday releases, which include Terminator Salvation, Inglourious Basterds and Ice Age 3: Dawn Of The Dinosaurs.

Lavinia Carey, BVA director general, said “Our goal is to boost understanding of the benefits of Blu-ray in the run up to Christmas, really hitting the message home that Blu-ray is the format of the future.”

The campaign will also see an overhaul of the existing Blu-ray Revolution website.

According to a BVA figures, 3.1m Blu-ray discs were sold in the first half 2009, a rise of 231% year-on-year.

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