The eventual marketing of video discs and hardware that incorporate both of the industry's two competing high-definition formats would seem to portend an end of the format wars. But it might just be the beginning. As The New York Times recently reported, Warner Bros., a division of Time Warner ( TWX), will announce plans to introduce a "Total HD" disc that will support the Blu-ray and HD-DVD formats at the Consumer Electronics Show in Las Vegas next week. Blu-ray, backed by Sony ( SNE) among others, and HD-DVD, supported by Toshiba ( TOSBF) and Microsoft ( MSFT), have been jockeying for the position of the market leader. Both are looking to replace the current standard DVD disc. In addition, South Korean electronics maker LG recently said it plans to manufacture a DVD player that would play both formats. While the latest moves will be a boon for consumers who have had to make a choice between the dueling formats, it's unlikely to benefit the industry in the long term. "In some ways, products such as Total HD and the dual-format player are prolonging the survival of both camps and working against a knockout," says Ross Rubin, director of industry analysis for NPD. Living with two formats could make it more complicated for disc and player manufacturers. And increased costs could eventually eat into everyone's profit. "This dual-format move may be required given the intractable nature of the format war, but the market overall will suffer," says Ted Schadler, an analyst with Forrester Research. "Markets grow best when there is a single standard, not dual specifications."