Japanese consumer electronics maker Pioneer Corp said on Tuesday it plans to launch Blu-ray DVD recorders by the end of the year, taking aim at a rapidly growing market after the end of a bitter format battle.

Pioneer is developing Blu-ray recorders with help from Sharp Corp Pioneer’s top shareholder with a 14 percent stake. Sharp already offers Blu-ray recorders.

Pioneer plans to start selling Blu-ray recorders in Japan before the year-end shopping season, followed by overseas launches.

The selling price and unit sales target have yet to be set, a Pioneer spokesman said.