Following the successful initial releases of the exciting new audio format: High Fidelity Pure Audio in Paris last month, early reaction has been extremely positive. Universal, Dolby and QOL, the creators and driving forces behind this, have teamed up to create a collaborative industry group to drive this growing market. “We have been thrilled with the incredible buzz generated among consumers and retailers worldwide following our Pure Audio releases” said Olivier Robert Murphy, Global Head of New Business at Universal Music and Chairman of the High Fidelity Pure Audio group. “I’m seeing first-hand the excitement created across the whole music Industry sectors as well as among those involved in Blu-ray. Companies are now recognizing the format’s potential and the opportunity this represents.” The launch event will take place in London on Thursday June 20th.