The Rumor was proven untrue when Universal themselves came out a day later and stated they are not leaving
HD-DVD.
Toshiba...today announced that it is stepping up its successful
marketing campaign for
HD DVD as it experienced record-breaking unit sales
in the fourth quarter of 2007. Major initiatives, including joint
advertising campaigns with studios and extended pricing strategies will
begin in mid- January and are designed to spotlight the superior benefits
of HD DVD as well as the benefits HD DVD brings to a consumer's current DVD
library by upconverting standard DVDs via the HDMI(TM) output to near high
definition picture quality.
As
Toshiba achieved the #1 sales volume in the next generation DVD
category with an approximately 50 percent market share in 2007, HD DVD is
proven to be the format of choice for consumers. Coupled with an 80 percent
plus market share of all next generation DVD equipped notebooks for the 4th
quarter 2007, the HD DVD format has already paved the way to a high
definition digital AV solution by eliminating the boundaries between the
consumer's living room and on the go.
HD DVD not only creates the ultimate high definition entertainment
experience, leveraging all of the promise of the format such as superior
audio/video performance, Web-enabled network capabilities and advanced
interactive features - it also has a high-level of compatibility with DVD.
With DVD upconversion via the
HDMI output, HD DVD players instantly make a
movie lover's existing DVD library look better than ever.
"HD DVD is the best way to watch movies in high definition," said Jodi
Sally, Vice President of Marketing, Toshiba's Digital A/V Group. "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. In short, we added high def to DVD which already is the de
facto standard format created and approved by the DVD Forum that consists
of more than two hundred companies."
New Marketing Strategy for Mass Market Adoption
Taking the holiday season sales based on promotional prices into full
consideration, these new manufacturer's suggested retail prices (MSRP) are
designed to meet the potential demand for HD DVD players in the U.S.
market. Effective on January 13, 2008 the MSRP of the entry-model
HD-A3
will be $149.99, the
HD-A30, with
1080p output, $199.99, and the high-end
HD-A35, $299.99...
They just need to make a Mac vs PC like tv spot with the following information
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Blu-ray may have taken a commanding lead in the next-generation format war, but the group has a big problem looming: early supporters of the format will be left out in the cold when the Blu-ray Disc Association introduces BD Profile 2.0
Unlike HD DVD, which mandated features such as local storage, a second video and audio decoder for picture-in-picture, and a network connection from the very beginning, the companies behind Blu-ray took a different approach. Initial hardware players lacked these capabilities in order to keep costs down.
None of the Profile 1.0 players can be upgraded to Profile 1.1, which was finalized recently, with the exception of the PlayStation 3 -- whose update arrived in mid-December. Likewise, Profile 2.0 is expected to arrive in October bringing Internet connectivity that Profile 1.1 players lack.
Representatives at the Blu-ray booth at CES told BetaNews that the PlayStation 3 is currently the only player they would recommend, due to upcoming changes to the platform. But
Pioneer,
Samsung,
Panasonic and
Sony have all been selling standalone Blu-ray players to customers.
In order to allay confusion, the BDA has adopted special labels that will be placed on Blu-ray movies. Those with a "Bonus View" sticker will require Profile 1.1 players, while those with "BD Live" will require Profile 2.0...
When BetaNews asked developers of BD Live whether they were concerned about a backlash from early adopters who supported the format from the beginning, we were told: "They knew what they were getting into..."
BDA President Andy Parsons echoed that sentiment at the Blu-ray press conference Monday, telling BetaNews that it's normal for new technology to change and older hardware to become obsolete. He added that early Blu-ray owners can continue to do everything they could in the beginning: watch movies in high-definition.
Still, the confusion will only likely further alienate existing and potential customers of the nascent format. One key Blu-ray developer told BetaNews that although he builds discs for studios including Fox and Lionsgate, he did not buy a Blu-ray player for personal use...
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