Toshiba HD DVD prices tumble as studios flock to Blu-Ray
January 14th, 2008Having suffered the embarrassment of several Hollywood studios abandoning HD DVD Toshiba is now frantically trying to breath life back into one of its flagship technologies.
Toshiba is combining a strategy of slashing prices by 40% to 60% while spending lavishly on advertising in an attempt to turn the tide of partners fleeing to the rival format.
Toshiba executive Yoshi Uchiyama said in a statement:
“While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer.”
Toshiba’s range of players will now be priced from £76 ($149, €100) to £203 ($399, €266).
The companies advertising initiatives will be based around combined campaigns with the remaining format partners to remind the public that there are still some content producers left on this side of the fence! It will also continue with on-going promotions including five HD DVD titles free of charge with any of its HD DVD players.
The current line-up of studios producing content on HD DVD are:
- Universal Home Video
- Viacom Inc’s Paramount Pictures
- DreamWorks Animation SKG.
The opposing Blu-Ray camp includes:
- News Corp’s 20th Century Fox
- Walt Disney Co
- Lions Gate Entertainment Corp
In addition Sony’s PlayStation 3 game console plays Blu-ray discs while Microsoft’s Xbox 360 works with HD DVD. But Microsoft announced at CES last week that it may provide Blu-ray support should demand be sufficiently high.
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