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NPD Group Inc. this week released data that indicates HDTV owners do not plan to purchase a Blu-ray disc player in the next six months.

According to consumers surveyed, six percent plan to purchase a Blu-ray disc player, while nine percent of high-definition TV owners plan to buy the high-definition device.

While purchase intent is low, Blu-ray awareness rose to 45 percent, up from 35 percent in June 2007.

The Blu-ray format declared victory over Toshiba Corp.’s HD DVD format in Feb.

NPD Group Inc. in May said that Blu-ray disc player sales fell 40 percent in Feb. from Jan. Sales rebounded three percent in Mar.

Retailers have begun offering retail incentives for Blu-ray disc titles to drive U.S. sales.

Amazon this week began offering up to 50 percent off high-definition titles in a new Summer Blu-ray Blowout sale.

Additionally it price cut the Samsung BD-P1400 Blu-ray disc player to $299.98.

Wal-Mart Stores Inc. this week released a $298 $298 Magnavox Blu-ray disc player to brick and mortar locations.