MUMBAI: Digital media company DivX announced that it has granted DivX Certification to six new Blu-ray DVD players from Panasonic, Philips, and Denon.

The new DivX Certified DVD models join the world’s best-selling Blu-ray playback device, the Sony PLAYSTATION 3, which has been capable of DivX playback since December 2007.

The growth of DivX technology in the emerging Blu-ray market demonstrates growing traction of the company’s licensing business into new product categories. DivX technology has already become a de facto standard on standard definition DVD devices, with an estimated 41 per cent penetration in the global market as of the end of 2007.

"The end of the format war creates more opportunity for Blu-ray products," said In-Stat principal analyst Michelle Abraham, Converged Markets & Technologies, Multimedia. "In-Stat expects worldwide shipments of Blu-ray players to reach 23 million in 2011. DivX is well-positioned to become a standard feature on Blu-ray devices, just as it has shipped in millions of DVD players worldwide."

"Blu-ray technology clearly represents an important standard for the future of digital media, and we’re pleased that our partners continue to recognize DivX technology as an important feature on next-generation devices," said DivX CEO Kevin Hell. "The DivX logo has become a symbol of a high-quality digital video experience on any kind of device or platform."

Products that bear the DivX Certified logo have undergone a rigorous testing program to ensure interoperability, security and visual quality. DivX Certified products enable consumers to create, play and share high-quality video content across a range of devices and platforms. Over 100 million DivX Certified devices from a variety of manufacturers have shipped worldwide.