Sections

Toshiba hits back with US HD DVD price cut

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.

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 USD 200 - the HD-A3 falls from around USD 300 to USD 150, the HD-A30 drops from USD 400 to USD 200 while the HD-A35 goes from USD 500 to just USD 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.

Related stories

Dontnod plotting IPO on Euronext Growth

Life is Strange developer registers with AMF as it prepares to go public

By Haydn Taylor

Ubisoft launches second season of start-up incubator program

"Ubisoft is proud of its roots and has not forgotten that its very own adventure began as a start-up," says program sponsor

By Haydn Taylor

Latest comments

Sign in to contribute

Need an account? Register now.