It will take longer than DVD, but there is alread a substancial interest in HD, digital and Blu Ray. Here every 2nd advert is HD Sky or HD Xbox or HD TV's. Not everyone is as in touch with tecnology as we are. People see shit on TV and hear some bloke down the pub mentioning the same thing, they think they have to have it. That's how broadband took off when half of Britian didn't even have the internet.