Toshiba, the driving electronics company behind the HD DVD high definition disc format, has raised the bar by lowering the price of the entry-level HD DVD player, the HD-A2 to $399 retail. While gamers who use Microsoft’s Xbox 360 can upgrade their game machine with the external HD DVD Drive for less, the overall price of the Toshiba unit represents a major move toward mainstream affordability.

New $399 price for Toshiba players spark increased sales of dedicated high definition players Marking the first anniversary of HD DVD hardware and movies sold to consumers, the North American HD DVD Promotional Group has announced that sales of dedicated HD DVD consumer electronics players reached more than 100,000 units sold in the United States, ahead of any other high definition format. This figure does not include sales of HD DVD PC drives or the Xbox 360 HD DVD player, which are also selling strongly.

Toshiba America Consumer Products, L.L.C. ("Toshiba") announced today that its newest HD DVD player, the HD-A20, is now shipping to U.S. retailers. Priced at $499.99 (MSRP), the HD-A20 adds to Toshiba's second generation of HD DVD players and makes 1080p resolution available at an attractive price point.

Onkyo Corporation today announced plans to launch its first HD DVD player for the North American market in 2007. HD DVD is the next generation DVD format approved by the DVD Forum.

High definition technology is taking huge steps in improving integration in the consumer market. Particularly, HD DVD will be making waves with the announcement of Toshiba’s new second-generation HD DVD Players at the CEDIA Expo in Denver.