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Toshiba confirms UK HD DVD price cuts, sets out new strategy

January 18th, 2008 · No Comments

Toshiba UK has followed in the footsteps of Toshiba US and slashed hardware prices in the UK. From today, the HD-EP30 will sell for just less than 150 pounds and the high-end HD-EP35 below 250 pounds. The strategy going forward seems to be to sell the decks as DVD upscalers with advanced hi-def playback functionality. “With DVD up-scaling via HDMI, HD DVD players bring new life to your existing DVD library and make it look better than ever. Consumers can also enjoy more than 800 HD DVD titles currently available worldwide from leading Hollywood studios and a large number of European content partners,” says Masaaki Kimura, Vice President of Toshiba’s Digital AV Group , adding: “As the natural successor to DVD and a standard approved by the DVD Forum made up of over 200 leading consumer electronics companies, HD DVD offers a high level of DVD compatibility. With DVD up-scaling via HDMI, HD DVD players bring new life to your existing DVD library and make it look better than ever. Consumers can also enjoy more than 800 HD DVD titles currently available worldwide from leading Hollywood studios and a large number of European content partners.”
Toshiba says that according to the latest available independent research, its accumulated share of the High Definition standalone player market was close to 60 per cent at the end of 2007. In the fourth quarter of 2007 alone, HD DVD doubled its European installed base of players.
“While it’s still early days for HD on optical disc, these results confirm HD DVD performed strongly throughout 2007,” says Yoshio Abe, President of Toshiba Consumer Products Europe. “These new marketing investments coupled with our new recommended retail pricing, will ensure HD DVD remains at the forefront of the consumer’s mind within Europe.”

Tags: Corporate · HD DVD and Blu-ray · Home cinema · Trade

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