Toshiba slashes HD DVD player prices

James Delahunty
14 Jan 2008 16:12

In response to several studios backing the Blu-ray format exclusively over the past couple of weeks, Toshiba Corp. has slashed the prices of its HD DVD player line-up by 40% - 50%, according to a Reuters report. The price cuts are in effect now, aimed at pushing HD DVD players into more consumer homes after Toshiba reported a successful fourth quarter.
Toshiba's HD DVD players now go for prices between $149 and $399 for a top-end player. "While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer," said Toshiba executive Yoshi Uchiyama in a statement. The company will also step up its marketing drive for the format including joint advertising campaigns with studios and extended pricing strategies.

Consumers who buy HD DVD players from Toshiba will continue to get five free HD DVD titles. In the past two weeks, the world's media has focused more on the format war after Warner Bros. decided to release in the Blu-ray format only, causing several studios to follow suit. Rumors that Paramount, DreamWorks and Universal were about to do the same circulated immediately, but have all been denied so far.
Link: https://www.afterdawn.com/news/archive/12544.cfm