After an unimpressive launch, Blu-ray Discs are finally beginning to take off. In its latest study, DEG The Digital Entertainment Group estimated that Blu-ray Disc sales rose 91 percent in the first half of the year versus the comparable period last year. Blu-ray rentals were up 62 percent during the half. At the same time, more than 2 million Blu-ray players were sold in the first half -- up nearly 25 percent from the first half of 2008. Home Media magazine quoted DEG President Ron Sanders (who is also president of Warner Home Video) as saying, "Despite an extraordinarily challenging marketplace, the home entertainment sector continues to be remarkably stable overall, particularly with the growth of higher-margin businesses like Blu-ray Disc and digital distribution." Somewhat surprisingly, Sanders disclosed that the studios get a bigger cut from Blu-ray Disc and digital distribution sales than they do from standard DVD sales.