disney backs sony dvd technology a next generation dvd technology backed by sony has received a major boost.  film giant disney says it will produce its future dvds using sony s blu-ray disc technology  but has not ruled out a rival format developed by toshiba. the two competing dvd formats  blu-ray developed by sony and others  and toshiba s hd-dvd  have been courting top film studios for several months. the next generation of dvds promise very high quality pictures and sound  as well as a lot of data. both technologies use a blue laser to write information. it has a shorter wavelength so more data can be stored. disney is the latest studio to announce which technology it is backing in a format battle which mirrors the 1980s betamax versus vhs war. sony lost out to jvc in that fight.  the current battle for hollywood s hearts and minds is a crucial one because high-definition films will bring in billions of revenue and the studios would prefer to use one standard. last month  paramount  universal and warner brothers said they were opting for the toshiba and nec-backed format  hd-dvd high-definition discs.  those studios currently produce about 45% of dvd content. sony pictures entertainment and mgm studios have already staked their allegiance with the blu-ray disc association  whose members also include technology companies dell  samsung and matsushita. twentieth century fox is still to announce which technology it will be supporting. if fox decided to go with blu-ray too  it would mean the format would have a 47% share of dvd content. disney said its films would be available on the blu-ray format when dvd players for the standard went on sale on north america and japan  expected in 2006. universal is to start producing films on the hd-dvd format in 2005  and paramount will start releasing titles using the standard in 2006. toshiba expects sales of hd-dvds to reach 300bn yen ($2.9bn  £1.5bn) by 2010.