Is Toshiba Aiming to Drop HD DVD Altogether?

The format war may truly be coming to an end...

By: Brad Brevet
Published: Friday, February 15th 2008 at 11:12 PM

It would blow me away if the format war actually came to a halt before summer even arrived, but due to lack of studio support and the recent decision by NetFlix to go Blu-ray exclusive as well as a decision by Best Buy to primarily focus on selling Blu-ray it appears HD DVD is on its last leg. The Hollywood Reporter believes an announcement could come at any time saying the #1 HD DVD backer, Toshiba, will be pulling the plug on the format in the coming weeks.

THR cites "reliable industry sources" when it says that whil no decision has officially been made that "An announcement is coming soon," said one source close to the HD DVD camp. "It could be a matter of weeks." This comes after Toshiba cut prices on HD DVD players and even spent a reported $2.7 million on that Super Bowl ad you may have seen.

Apparently in recent weeks Blu-ray Disc titles accounted for 81% of all high-def disc sales with HD DVD at just 19%.

THR quotes Jodi Sally, vp of marketing for Toshiba America Consumer Products, saying, "Based on its technological advancements, we continue to believe HD DVD is the best format for consumers, given the value and consistent quality inherent in our player offerings," she said.

However, she also said, "Given the market developments in the past month. Toshiba will continue to study the market impact and the value proposition for consumers, particularly in light of our recent price reductions on all HD DVD players."

As of right now Blu-ray disc players are outsell HD DVD 65% to 25% according to NPD Group and with Universal and Paramount the last two major studios supporting the format it appears to be only a matter of time. It's hard for those two studios to compete against Sony, Disney, Fox, Lionsgate and Warner Bros.

Once an official development arises we will be sure to let you know.

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