Toshiba is stepping up efforts to keep HD DVD a contender in the battle between high-def formats, the company said today. Toshiba will cut prices and increase advertising, reports MarketWatch. It's battling rival Sony’s Blu-ray technology, which doubled HD DVD's US sales last year and scored a major win recently when Warner Bros. said it would go exclusively Blu-ray.
Toshiba said it would slash prices on its players—one model that was $400 a few months ago will cost $199.99. And the cost of a Toshiba HD DVD player will include five HD DVDs of the buyer's choice. "While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer," said a Toshiba rep.