Actor, writer, producer Michael Imperioli enlisted to help make HD DVD "The

Ultimate Movie Machine-From Toshiba" and REGZA(R) "The One to Watch" with

new print and TV ads

    WAYNE, N.J., May 2 /PRNewswire/ -- Toshiba America Consumer Products,
 L.L.C. ("Toshiba") announced today the launch of new marketing initiatives
 to support the company's rapidly growing HD DVD and REGZA brands. The
 combination of an HD DVD player and a REGZA 1080p LCD TV results in an
 incredible high definition home movie experience. Highlighting each
 product's attributes, technology and style, the two new ad campaigns
 emphasize the quality and entertainment experience that REGZA and HD DVD
 provide.
     Serving as an ambassador for HD DVD and REGZA, Michael Imperioli will
 be featured in HD DVD print ads as well as REGZA and HD DVD TV commercials.
 In these ads, Mr. Imperioli will speak to the one-of-a-kind product
 attributes that make REGZA LCD TVs and HD DVD players a great choice for
 consumers.
     "We are very excited to be launching a fully integrated communications
 effort for our REGZA and HD DVD brands. Our new advertising campaign is
 designed to showcase our leadership in the home entertainment arena and
 clearly communicates the benefits of the HD DVD format and REGZA LCD
 picture quality," said Maria Repole, Director of Corporate Communications
 at Toshiba. "Mr. Imperioli's support - through his own commitment to
 creating high quality entertainment - reinforces the amazing experience
 that REGZA and HD DVD offer to consumers, industry leaders and movie
 lovers."
     About The Campaigns:
     REGZA: "The One To Watch"
     Available in eight different screen sizes, ranging from 26" all the way
 up to 57" diagonally measured, Toshiba's premium LCD TV line is beautifully
 designed and features cutting edge technology that produces clear, rich,
 life- like images - making REGZA the One to Watch. With the new campaign
 Toshiba is conveying its confidence in the image its TVs produce through
 ads communicating that in only 29 seconds, consumers can see, hear and feel
 the REGZA difference.
     "The goal of the campaign is to entice consumers to invest a small
 amount of time, and in return, come away with a better understanding of how
 REGZA picture quality truly stands out," said Scott Ramirez, Vice President
 of Marketing. "This is the most advanced television line Toshiba has ever
 produced, and in just 29 seconds we are confident that consumers will see
 the difference that PixelPure 3G(TM) makes, and appreciate the deep, clear,
 realistic images that set REGZA apart."
     -- TV Commercial: Spot featuring Mr. Imperioli highlighting REGZA's state-
        of-the-art capabilities and the experience the consumer will have while
        watching a REGZA LCD TV.  Using bright and vivid kaleidoscopes, Mr.
        Imperioli narrates the emotions one will feel in 29 seconds, seeing why
        REGZA is "The One to Watch."
     -- Print Ads: An extension of the TV spot, print ads engage consumers
        asking them to take 29 seconds to see why REGZA is "The One to Watch."
     -- Where To See Them: The REGZA TV spot will appear on national cable,
        including the A&E Network, as well as in print and online.  National
        consumer print publications will feature the campaign and drive
        consumers to a micro site where they can view the TV spot and find a
        local retailer.  Sample publications include Rolling Stone, Sports
        Illustrated, Entertainment Weekly, Wired and Men's Journal.
 
        REGZA is also sponsoring ABC.com's Full Episode Streaming, where
        visitors can watch the best of ABC's primetime shows via streaming
        video.  ABC.com viewers will have the opportunity to watch the TV spot
        as well as learn about REGZA technology within this interactive space.
     -- www.regza29seconds.com: To help consumers learn more about the 2007
        REGZA line, Toshiba has launched a new micro site in conjunction with
        its 29 seconds ad campaign. The micro site, www.regza29seconds.com, is
        a portal that educates consumers about the REGZA line, highlighting the
        overall image quality of the TVs and demonstrating why REGZA TVs are
        truly second to none.  The new 29 seconds micro site complements the
        existing REGZA Web site, www.regzalcdtv.com, which offers an array of
        resources in order to help consumers choose the REGZA TV that matches
        their needs and style.
     HD DVD: "The Ultimate Movie Machine - From Toshiba"
     Launching this month and emphasizing versatility and picture quality,
 Toshiba's new HD DVD campaign highlights key player attributes for the
 superb experience of DVD now in High Definition. Toshiba will use the new
 ads to showcase advanced functionalities and highlight Toshiba's dedication
 to providing consumers with the ultimate movie experience.
     "After a successful first year that saw momentum for HD DVD grow,
 Toshiba's new advertising campaign takes HD DVD to a broader audience to
 increase awareness and focus on the industry evolution to high definition,"
 said Jodi Sally, Vice President of Marketing, Toshiba America Consumer
 Products Digital A/V Group. "With our new pricing and new model
 introductions, HD DVD's popularity continues to grow as consumer demand for
 HD content increases and high resolution audio and interactivity provide a
 more exciting home theater experience. For the ultimate movie experience,
 Toshiba's HD DVD players are a great complement to Toshiba's 1080p REGZA
 LCD TV sets."
     -- TV Commercial: Spot featuring Mr. Imperioli discussing his passion for
        film and detailing why Toshiba's HD DVD player is the right choice for
        the ultimate movie experience and the Ultimate Movie Machine.
     -- Print Ads: Two separate HD DVD ads will be released: one an extension
        of the TV spot featuring Mr. Imperioli and another highlighting the HD
        DVD format's backward compatibility with DVD.  Mr. Imperioli's ad
        details his experience as a writer, actor and director along with his
        experience with HD DVD, and why it provides the ultimate movie
        experience.
     -- Radio Commercials: Radio spots will run throughout the year in support
        of ongoing HD DVD retail promotions.
     -- Where To See Them: Broadcast spots will appear in top radio markets and
        on national cable outlets, including "The Sopranos(R)" on the A&E
        Network.  The TV commercial will also run on dedicated HD channels.  HD
        DVD ads will be placed in top-tier print and online publications
        nationwide including TWICE, Sound & Vision, USA Today, Entertainment
        Weekly, Rolling Stone, Wired and Men's Journal.
     -- Software Promotion: To support growing player sales and express
        consumer appreciation, Toshiba recently announced a new software
        promotion running from March 1, 2007 through July 31, 2007.  Consumers
        who purchase any Toshiba HD DVD player can now get five HD DVD titles
        for free via a mail-in offer.  Consumers are able to choose from an
        ample selection of 15 HD DVD titles.  For information regarding this
        offer and to get additional HD DVD information visit
        www.toshibahddvd.com.
 
     About the Toshiba Lines:
     REGZA TVs
     Ranging from 26" to 57" diagonally measured, REGZA TVs feature leading
 enhancement technologies including PixelPure3G advanced video processing
 and DynaLight(TM) backlight control to create stunning picture quality.
 PixelPure 3G is the heart of the system, creating clear, natural images,
 and DynaLight technology automatically adjusts the backlight brightness
 based on the incoming video signal in order to create greater contrast.
 Other TV technologies that can be found in the REGZA line include
 ColorBurst(TM) wide color gamut enhancement, CE-Link CEC device control,
 and ClearFrame(TM) anti- blur technology. ColorBurst creates richer, more
 lifelike images, CE-Link allows for two-way control between the TV and
 application source devices, such as a CEC enabled HD DVD player, and
 ClearFrame doubles the frame rate to 120 Hz to eliminate unwanted motion
 blur.
     REGZA 720p TVs (HL67 & LV67 series) include PixelPure3G and DynaLight
 technology. REGZA 1080p Full HD TVs (HL167 series) add ColorBurst and CE-
 Link. Cinema Series(R) REGZA 1080p Full HD TVs (LX177 series) also include
 ClearFrame.
     Additional information on Toshiba core technologies can be accessed at
 www.regzalcdtv.com.
     HD DVD Players
     Toshiba's line up of second generation HD DVD players deliver stunning
 image quality, astounding audio capabilities and a new level of
 interactivity never seen before. To meet the latest advancements in
 audio/video interfaces, Toshiba's models connect to HDTV sets via High
 Definition Multimedia Interface (HDMI(TM)). Toshiba's HD DVD players output
 HD DVD content through the HDMI interface in 720p or 1080i for the HD-A2,
 and 720p, 1080i or 1080p for the HD- A20 and the HD-XA2. Through the HDMI
 interface, DVD content can be upconverted to near HD picture quality. The
 HD-A2, HD-A20 and HD-XA2 are all backward compatible, so users can continue
 to enjoy their libraries of current DVD and CD software.
     Important Notes:
     HD DVD with high-definition content required for HD viewing. DVD with
 standard definition content will upconvert to near HD quality. Viewing
 high- definition content and up-converting DVD content may require an HDCP
 capable DVI or HDMI input on your display device. 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. MP3/WMA audio files not supported. Some
 current DVDs and CDs may not be compatible. Some Combo Discs and Twin
 Format Discs may not be compatible. HDMI audio support for PCM only.
 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 www.toshibahddvd.com or
 www.tacp.toshiba.com 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 Toshiba has made every effort 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, rear
 projection and direct view televisions, combination products and portable
 devices. Toshiba America Consumer Products, L.L.C. is headquartered in
 Wayne, New Jersey. For additional information please visit
 www.tacp.toshiba.com.
     "The Sopranos" is a registered trademark of Home Box Office, Inc.
     HDMI, the HDMI logo, and High-Definition Multimedia Interface are
 trademarks or registered trademarks of HDMI Licensing, LLC.
     HD DVD and DVD are trademarks of DVD Format/Logo Licensing Corporation.
 
 

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