Feeds

Toshiba pitches HD DVD players as... DVD machines

So why buy HD DVD discs then?

5 things you didn’t know about cloud backup

A week after the battle with Blu-ray Disc swung further toward that rival format, Toshiba said it will promote its players on their ability to upscale standard-definition content for HDTVs.

"Major initiatives... 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 output to near high-def picture quality," the company said.

"With DVD upconversion via the HDMI output, HD DVD players instantly make a movie lover's existing DVD library look better than ever," it claimed.

Toshiba's players have always done a good job upscaling DVD content, and while the consumer electronics giant has never ignored that feature, we don't recall it ever making such a big deal about it.

Some may see the move as a sign of Toshiba's desperation, but it's actually a smart strategy to pursue as the HD disc market moves beyond the early adopter into the mainstream. In December 2007, US market watcher The Diffusion Group forecast big demand for HD DVD among "second-wave" consumers who already own an HD TV but not a hi-def player, and among folk who have yet to get a flat-panel display.

These folk are certainly going to be keener to buy product that allows them to replace an existing DVD player and bring their library with them than to simply add another player to the AV stack.

The danger is that while this approach may boost sales of HD DVD players, it doesn't necessarily encourage the uptake of HD DVDs themselves. Why buy a movie on HD DVD if the DVD's much cheaper and your player makes it look almost as good as the pricier product?

The essential guide to IT transformation

More from The Register

next story
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Samsung Gear S: Quick, LAUNCH IT – before Apple straps on iWatch
Full specs for wrist-mounted device here ... but who'll buy it?
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
Now that's FIRE WIRE: HP recalls 6 MILLION burn-risk laptop cables
Right in the middle of Burning Mains Man week
HUGE iPAD? Maybe. HUGE ADVERTS? That's for SURE
Noo! Hand not big enough! Don't look at meee!
AMD unveils 'single purpose' graphics card for PC gamers and NO ONE else
Chip maker claims the Radeon R9 285 is 'best in its class'
Chumps stump up $1 MEELLLION for watch that doesn't exist
By the way, I have a really nice bridge you might like...
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.