The format war makes Blu-ray and HD-DVD players a tough sell, just ask Best Buy.

In a story from Home Media Retailing, it seems Best Buy is now taking a "wait and see" approach to the next generation technology.

The chain has 762 stores in 49 states and they currently carry "Toshiba's HD DVD player and Samsung's Blu-ray player at its Magnolia locations, and is taking preorders online for the Sony and Pioneer Blu-ray players." Still, marketing efforts are being retooled so that the store is promoting a "standalone flat-panel HDTV display that requires consumers make the first move."

According to Brian Lucas, a spokesman for Best Buy, "Customer response due to the format war is so muted that it is not even a factor for us. There are people who had to have either one or both when they came out, but most people are sitting on the sidelines to see how this plays out."

Stores like Circuit City say it is "too early to discuss adoption rates of either Blu-ray or HD DVD. The 600-store chain carries Blu-ray players from Samsung and Sony, and an HD DVD player from RCA."

Lastly, due to how much it is being geared to gamers, many in the industry don't see the PlayStation 3 (which also plays Blu-ray discs) as helping end the format war.

Evan Jacobs