Providing our best peek yet at HD DVD's post-Warner strategy, Toshiba today announced lower prices for its third-generation HD DVD players and plans for a shift in marketing focus for the format.
Calling price "the most critical determinant" in reaching mainstream consumers, Toshiba announced an immediate drop in the MSRP for its complete line of third-gen HD DVD players, pricing its 1080i entry-model HD-A3 player at $149.99, the HD-A30 at $199.99, and the high-end HD-A35 at $299.99.
The manufacturer also unveiled plans to roll out a "stepped up" marketing campaign with its studio partners that would put renewed emphasis on the benefits HD DVD brings to a consumer's current DVD library by upconverting standard DVDs.
"Our HD DVD players not only play back approximately 800 HD DVD titles available worldwide and deliver an entirely new level of entertainment but also enhance the picture quality to near high definition on legacy DVD titles by all studios," explained Toshiba VP Jodi Sally.
Details on the new advertising campaign were still sketchy at press time, but the company's press release promises it will span television, print and online media.