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Wednesday, January 16, 2008

Toshiba cuts HD DVD price in US to combat Blu-Ray

Manufacturer attempts to minimise Warner Bros damage by halving some prices

Toshiba has reacted strongly to last week's news that Warner Bros had defected to Sony's Blu-ray camp by cutting prices on its HD DVD players in the US by up to half.

According to a report on CNN Money the suggested retail price of its three standalone players will fall by as much as $200 - the HD-A3 falls from around $300 to $150, the HD-A30 drops from $400 to $200 while the HD-A35 goes from $500 to just $300.

The company already marketed one of HD DVD's key advantages as being cheaper than Blu-ray, and Toshiba is taking drastic action to keep its format in the next-generation DVD race.

Following Warner's decision Blu-ray now boasts five key players on its side of the divide, while Paramount and Universal support HD DVD.

Toshiba America's group vice president of digital audio and video explained: "While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer."

The company also plans a lengthy advertising campaign to promote HD DVD on TV, print and online.

Source: Games Industry