Internet-based movie and TV show rental and store company VUDU may be planning on offering high-definition downloads that are equal in quality to Blu-ray movies, according to a Wednesday a report. While nothing is official, the Engadget claim suggests beta testing has commenced for a new content format, which VUDU calls HDX. If the company brings the option to market, it will need to address the lead time it would take for the higher-than-HD movie to download, as it is believed to be at least two hours before users can start watching.

The company already offers HD rentals in addition to standard, DVD-quality rentals, but would potentially have more credibility in its attempts to be integrated into high-end home theater systems through a higher-quality codec. It already targets custom installations with its Vudu XL product that offers 1TB of built-in storage.

No information as to when or even if the HDX format will be made available. Prices for the rentals can also only be guessed at, but VUDU’s standard-definition offerings currently range from $0.99 when committed to 99 DVD-quality rentals, to $3.99 for new, standalone, DVD-quality movies and $5.99 for new HD-labeled titles.