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

Jan 14, 2008, 00:00 ET from Toshiba America Consumer Products, L.L.C.

    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
     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
     Important Notes:
     HD DVD with high-definition content required for HD viewing. Up-
 conversion of DVD content will result in near HD picture quality. Viewing
 high-definition content and up-converting DVD content may require an HDCP
 capable DVI or HDMI input on your display device. 1080p capable display
 required for viewing content in 1080p. Firmware update may be required for
 some interactive features depending on content, which may also require an
 always-on broadband internet connection. Some features may require
 additional bandwidth. To take advantage of web-enabled network content,
 installing the latest firmware (ver.2.4 for HD DVD player models HD-XA1,
 HD-A1, and HD-D1; ver.2.7 for HD-XA2, HD-A2, HD-A2W, HD-D2, HD-A2C, and
 HD-A20; and ver.1.3 for HD-A35, HD-A30, and HD-A3) is required. Web-enabled
 network features require an always on broadband connection along with
 specific movie titles that include this form of content. For 24p output,
 content that was created in 1080p/24 frames/sec is required. Viewing 24p
 output requires an HD display capable of accepting a 1080p/24Hz signal. Use
 of REGZA Link, which is a feature based on HDMI-CEC, requires an HDMI-CEC
 compatible display device. Depending on the specifications of your TV, some
 or all REGZA Link functions may not work even if your TV is HDMI-CEC
 compatible. Dolby(R) Digital Plus, Dolby(R) TrueHD and DTS(R) support for
 up to 5.1 channels (DTS HD(R) support for DTS(R) core only). MP3/WMA audio
 files not supported. HDMI audio output requires connection to a PCM capable
 device. Because HD DVD is a new format that makes use of new technologies,
 certain disc, digital connection and other compatibility and/or performance
 issues are possible. This may, in rare cases, include disc freezing while
 accessing certain disc features or functions, or certain parts of the disc
 not playing back or operating as fully intended. If you experience such
 issues, please refer to the FAQ sections of or for information on possible work- around solutions or
 the availability of firmware updates that may resolve your problem, or
 contact Toshiba Customer Solutions. Some features subject to delayed
 availability. While every effort has been made at the time of publication
 to ensure the accuracy of the information provided herein, product
 specifications, configurations, system/component/options availability are
 all subject to change without notice.
     About Toshiba America Consumer Products, L.L.C.
     Toshiba America Consumer Products, L.L.C. is owned by Toshiba America,
 Inc., a subsidiary of Toshiba Corporation, a world leader in high
 technology products with subsidiaries worldwide. Toshiba is a pioneer in HD
 DVD, DVD and DVD Recorder technology and a leading manufacturer of a full
 line of home entertainment products, including flat panel TV, combination
 products and portable devices. Toshiba America Consumer Products, L.L.C. is
 headquartered in Wayne, New Jersey. For additional information, please

SOURCE Toshiba America Consumer Products, L.L.C.