Toshiba Deploys New HD DVD Marketing Initiatives & Price Cuts (PR) - Jan. 14th

[efralope]

from the PR newswire:

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.

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. ISome 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
visit.

[Scripture]

Viva la Revolucion! ? ! ? ! ? Erm...

[Jason One]

There goes any hope of Toshiba gracefully bowing out of this stupid format war. Just keep digging that hole, Toshiba!

[Roshan]

I was wondering when they were gonna counter blu rays wins with sales agian.
No new players yet?

[redfirebird2008]

Well, I am not against a price war. The longer they drag it out, the quicker I will be comfortable buying a 1.1 Blu player. Right now, $500 at Best Buy and $400 at Amazon for the Panny is a lot of money, especially considering some of the things I've read about it having audio problems. I'm hoping that regardless of HD DVD's price war, Blu 1.1 players will be cheaper and far more abundant than they currently are by the end of the year. This should by all means happen considering all the announcements at CES. There were what, 10-15 Blu-ray players announced that are 1.1 or better? And most of them were cheaper than the current 1.0's and Panny 1.1. So hopefully the price war from Toshiba makes the Blu players even cheaper.

[aaronwt]

I see Amazon dropped their A35 to $280. I bought it just at the right time. 30 days ago so I still got the pricematch.

[BD/PS3fan]

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.


If a SUCCESSFUL marketing campaign costs you the support of Warner/New Line and HBO, what would an UNSUCCESSFUL marketing campaign have done.

[vooswing]

HD DVD's new marketing campaign...

Upconverted is good enough.

If we can't win no one will!



I'm sorry but that is weak! They are basically advertising and pricing HD DVD players as upconverting DVD players. Gotta keep those royalties somehow.

[VeganCannibal]

/yawn

too little too late

[REDMAN]

This is going to be Sony's Vietnam.

It looks like Toshiba is getting into their foxholes for a long drawn out war.

BTW: They may have tapped their Nuclear division for some extra greenbacks for buying power considering that their nuke division is making money hand over fist.

[Blinx123]

Originally Posted by BD/PS3fan

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.

If a SUCCESSFUL marketing campaign costs you the support of Warner/New Line and HBO, what would an UNSUCCESSFUL marketing campaign have done.

It's not about the studios but about the hardware sales what makes it successful.

[BD/PS3fan]

Originally Posted by Blinx123

It's not about the studios but about the hardware sales what makes it successful.

Ooohhh that's good to hear because BD has Both, unlike a certain REDHEADED STEPCHILD.

[Kamakzie]

What good does Hardware do when 70% of the movies won't work?

[bigshynepo]

Oh my god, Toshiba is doing exactly what the entire industry doesn't want them to do. Wow, they must hate their customers. It's not enough to leave their existing customer base high and dry by not paying enough but they are going to try and bait in more customers to a dying format?!!?!

I can't believe the Sony hate I hear and then a company gets beat fair and square and what do they do? Try to pawn off their obsolete players on Customers who don't know better!

I think this is horrible marketing on Toshiba's behalf and anyone buying an HD-DVD player now is just contributing to the problem. It was a good race but blu won. People who own HD-DVD, enjoy your collections, but for god sake, don't do what Toshiba is doing and swindle the people who trust you into buying a dying format.

Originally Posted by Blinx123

It's not about the studios but about the hardware sales what makes it successful.

Toshiba got beat in hardware and media sales in Dec.

[mrspeakers]

Wasn't there a Bond film called "Never say Die?" I think there's also a song called "Waiting for a Miracle" that could come into play here.

Frankly, while I bought HD DVD first, though I've always been purple. I could care less who wins, but having this drag on does no one good except the HD DVD biz unit at Toshiba.

Toshiba is down, and everyone knows it but their marketing and PR teams (unless they pull a really, really big rabbit out of the axx). This is pretty amazing.