WAYNE, NJ – May 2, 2007 – 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™ makes, and appreciate the deep, clear, realistic images that set REGZA apart.”


Ø 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.”

Ø 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.”

Ø 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.

Ø REGZALCDTV.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, REGZALCDTV.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, 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.”



Ø 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.

Ø 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.

Ø Radio Commercials: Radio spots will run throughout the year in support of ongoing HD DVD retail promotions.

Ø Where To See Them: Broadcast spots will appear in top radio markets and on national cable outlets, including “The Sopranos®” 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.

Ø 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 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™ 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™ wide color gamut enhancement, CE-Link CEC device control, and ClearFrame™ 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® REGZA 1080p Full HD TVs (LX177 series) also include ClearFrame.


Additional information on Toshiba core technologies can be accessed at 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™). 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 TOSHIBAHDDVD.COM or Toshiba | Consumer Electronics & Digital Home Entertainment Products 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 Toshiba | Consumer Electronics & Digital Home Entertainment Products.



“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.

__________________
Editor - www.hidef.com

"True adaptability involves changing ones self to meet ones environment, not changing ones environment to meet ones needs" - Species8472