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Blu-ray sales double over last year. But don't celebrate yet.

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Blu-ray's first report card of 2009 has arrived. The high-definition discs started off the year with a great sign of growth.

Americans bought about 9 million Blu-ray titles from January through March. That's nearly double the 4.8 million that sold during the first quarter of 2008, according to Adams Media Research.

The figure is a strong bullet point against detractors who think Blu-ray is just an interim format, a bump on the road to digital distribution. Despite the dragging economy, consumers are willing to hand over $20 or $30 per HD movie, and many times more than that for the 10.5 million Blu-ray players, the Adams report says.

But the "doubling" statistic is not quite as impressive as it sounds.

Bill Hunt at The Digital Bits points out that Blu-ray's sales trajectory is behind that of DVDs. He blames this on the recession. (Blu-ray adoption is actually ahead of what it was for VHS when that format was rolled out back in the late '70s.)

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