Toshiba cuts HD DVD prices
14 Jan 2008 14:47
Consumer electronics manufacturer Toshiba has announced that it intends to make a number of price cuts to its range of HD DVD players.According to allthingshighdef.com, the Japanese company - which is a major backer of HD DVD as a replacement for DVD - has suggested new retail prices for at least three of its units.
The website states that the move could be a response to last week's news that Warner Bros had decided it would be publishing its own future content using Blu-ray - HD DVD's closest competitor.
However, vice president of Toshiba's Digital A/V Group Yoshi Uchiyama, said that the move was as a result of increased consumer awareness of HD DVD coupled with concerns over pricing.
"While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer," he said.
Last week's announcement by Warner Bros was seen by many to be a major blow to HD DVD, as Blu-ray continues to outsell the format.
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