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Toshiba Fights for HD DVD Market Share

Price cuts, ad blitz attempt to counter Blu-ray's advances

By Laila Weir,  Newser User

Posted Jan 14, 2008 4:10 PM CST
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(Newser) – 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.

Scott Ramirez, Vice President of Marketing of Toshiba, speaks about Toshiba's HD-DVD, flat panel screens and other Blu-Ray players during a news conference at the Consumer Electronics Show (CES) in Las Vegas, Sunday, Jan. 6, 2008 before the start of the convention on Monday. (AP Photo/Paul Sakuma)
Scott Ramirez, Vice President of Marketing of Toshiba, speaks about Toshiba's HD-DVD, flat panel screens and other Blu-Ray players during a news conference at the Consumer Electronics Show (CES) in Las...   (Associated Press)
Akio Ozaka, President and CEO of Toshiba America Consumer Products, speaks about Toshiba's HD-DVD and other Blu-Ray players during a news conference at the Consumer Electronics Show (CES) in Las Vegas, Sunday, Jan. 6, 2008 before the start of the convention on Monday. (AP Photo/Paul Sakuma)
Akio Ozaka, President and CEO of Toshiba America Consumer Products, speaks about Toshiba's HD-DVD and other Blu-Ray players during a news conference at the Consumer Electronics Show (CES) in Las Vegas,...   (Associated Press)
The HD DVD booth on display at the Consumer Electronics Show (CES) in Las Vegas, Monday, Jan. 7, 2008. (AP Photo/Paul Sakuma)
The HD DVD booth on display at the Consumer Electronics Show (CES) in Las Vegas, Monday, Jan. 7, 2008. (AP Photo/Paul Sakuma)   (Associated Press)
Comic figures from the television show The Simpsons on display at the Blu-ray Disc booth at the Consumer Electronics Show (CES) in Las Vegas, Monday, Jan. 7, 2008. (AP Photo/Paul Sakuma)
Comic figures from the television show "The Simpsons" on display at the Blu-ray Disc booth at the Consumer Electronics Show (CES) in Las Vegas, Monday, Jan. 7, 2008. (AP Photo/Paul Sakuma)   (Associated Press)
Studio executives discuss Blu-ray Disc's strong showing in 2007 at a news conference Monday evening at the Consumer Electronics Show in Las Vegas. (Photo
Studio executives discuss Blu-ray Disc's strong showing in 2007 at a news conference Monday evening at the Consumer Electronics Show in Las Vegas. (Photo   (Associated Press)
The HD DVD booth on display at the Consumer Electronics Show (CES) in Las Vegas, Monday, Jan. 7, 2008. (AP Photo/Paul Sakuma)
The HD DVD booth on display at the Consumer Electronics Show (CES) in Las Vegas, Monday, Jan. 7, 2008. (AP Photo/Paul Sakuma)   (Associated Press)
HD DVD logos are shown at the Toshiba booth during the Consumer Electronics Show(CES) in Las Vegas, Monday, Jan. 7, 2008. (AP Photo/Jae C. Hong)
HD DVD logos are shown at the Toshiba booth during the Consumer Electronics Show(CES) in Las Vegas, Monday, Jan. 7, 2008. (AP Photo/Jae C. Hong)   (Associated Press)
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Sony • HD DVD • high definition • Toshiba • Blu ray

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