Reuters is reporting that Japan's Sony Corp. and Toshiba Corp. are in talks to develop a common standard for next-generation DVDs and end a fierce battle over formats that has been threatening to stifle the industry's growth. Sony and Toshiba, heading rival groups, have waged a three-year battle to have their new technology adopted by the industry and gain pole position in the multi-billion dollar markets for DVD players, PC drives and optical disks. Both parties are trying to avoid a repeat of the VHS vs. Betamax rivalry back in the 80's.