Although HD-DVD is already in the market, Toshiba—the format's primary proponent—is still hopeful that a truce can be reached with the Blu-ray camp for a single next-generation DVD standard. "We haven't given up on a unified format," Toshiba President Atsutoshi Nishida said during the company's annual shareholders meeting this week. "We would like to seek ways for unifying the standards if opportunities arise." Toshiba, of course, had already tried to unify HD-DVD with Blu-ray but was ultimately rebuked by Blu-ray backer Sony, which is busy doing its version of Osborne Computers this year, for some reason