Toshiba is to introduce a third HD DVD player into the US market, positioned between its current high-end and entry-level models. The new HD-A20 (pictured) will sell for 600 dollars and will offer a full 1080p video output. The model is clearly being positioned against the PlayStation 3, which offers Blu-ray 1080p at the same price point. However the company says that the launch is to meet growing demand for HD content.
Toshiba’s Vice President of Marketing Jodi Sally says “According to NPD Group data, the sales of HDTVs grew 52 percent between January and September of 2006. With the continued growth over this most recent holiday selling period and throughout 2007, we anticipate the demand for HD DVD to complement the demand and adoption of HDTVs.”