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Old 01-14-2008   #32
TheMoose
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Question Re: Warner Pulls Support For HD DVD and Backs Blu-ray

What do you guys make of this?

Toshiba Deploys New HD DVD Marketing Initiatives


Toshiba Deploys New HD DVD Marketing Initiatives Based on Strong Fourth Quarter Unit Sales

Mass Market Acceptance Confirms that HD DVD is the Consumer's Choice for
Next Generation High Def Entertainment

WAYNE, N.J., Jan. 14 /PRNewswire/ -- Toshiba America Consumer Products,
L.L.C. ("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.

"While price is one of the consideration elements for the early
adopter, it is a deal-breaker for the mainstream consumer," said Yoshi
Uchiyama, Group Vice President Digital A/V Group. "Consumer sales this
holiday season have proven that the consumer awareness of the HD DVD format
has been elevated and pricing is the most critical determinant in
consumers' purchase decision of

the next generation HD DVD technology. The value HD DVD provides to the
consumer simply cannot be ignored."

Extended Advertising Campaign

Toshiba plans to execute an extended advertising campaign that will
further enhance consumer awareness of the benefits of HD DVD and drive
sales to retail among potential consumers. Advertising strategies will
include television, print and online media channels. Toshiba will also work
with its dealers and studio partners on joint marketing and promotional
initiatives to promote HD DVD. Current promotions include "The Perfect HD
Offer" - a mail-in offer allowing consumers to select five HD DVD titles
for free from a selection of 15 with the purchase of any Toshiba HD DVD
player.

Consistent Viewing Experience and More

With advanced interactivity and Web-enabled network capabilities built
into every HD DVD player through a dedicated Ethernet port as mandated by
the specifications approved by the DVD Forum, Toshiba delivers on the
promise of a consistent entertainment experience through firmware updates
as studios launch new applications. HD DVD allows studios to flex their
creative muscle in ways never before seen. The latest of these new
experiences is online streaming. Now, when consumers connect their HD DVD
player to the Internet, they can stream new content or trailers, as
available, directly from a movie studio's server.

Universal Home Video, Paramount Pictures and DreamWorks Animation SKG
have reported that an average of 30 percent of HD DVD owners have accessed
Web- enabled network features and continue to do so regularly.

Ongoing Customer Commitment

In order to ensure that its customers will receive complete
satisfaction from their new players, Toshiba introduced the "HD DVD
Concierge" earlier this month. Consumers can now call 1-888-MY HDDVD
(1-888-694-3383) for answers to general questions about HD DVD, for
operational assistance or for assistance with various promotions.

About Toshiba HD DVD Players

With the HD DVD format, select HD DVD players allow consumers to
experience true high def 1080p for extraordinary resolution that matches
the latest state of the art 1080p HDTVs. These same players display images
at 24 frames per second, the same frame rate used by directors when using
film to create motion pictures, for a smoother, more film-like, viewing
experience.
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