I think they really are trying to stay into the fight, Read this!

Providing our best peek yet at HD DVD's post-Warner strategy, Toshiba today announced lower prices for its third-generation HD DVD players and plans for a shift in marketing focus for the format.

Calling price "the most critical determinant" in reaching mainstream consumers, Toshiba announced an immediate drop in the MSRP for its complete line of third-gen HD DVD players, pricing its 1080i entry-model HD-A3 player at $149.99, the HD-A30 at $199.99, and the high-end HD-A35 at $299.99.

The manufacturer also unveiled plans to roll out a "stepped up" marketing campaign with its studio partners that would put renewed emphasis on the benefits HD DVD brings to a consumer's current DVD library by upconverting standard DVDs.

"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," explained Toshiba VP Jodi Sally.

Details on the new advertising campaign were still sketchy at press time, but the company's press release promises it will span television, print and online media.

At this point, there isn't a whole lot that Blu-Ray can offer that HD-DVD doesn't, beside their new movie library.

We should hear more details in the coming weeks, but I can see Toshiba holding strong and I'm sure this campaign will largely effect the amount of people that will decide to go HD-DVD. I'm also hoping to see some of Toshiba's partners hop in and join the cause like Microsoft, who offer the HD-DVD add-on for the Xbox 360. They are all affected by this format blow and could help take back charge of the High Def battle.

This whole exclusivity thing is over money and, frankly, its just ridiculous.

god why dont you guys just accept the fact that HDDVD put up a decent fight and its over...you dont actually think the few remaining studios left in the HDDVD camp are going to stay there do you? if you were in charge of one of those remaining studios would you want to be in the HDDVD camp? i know i wouldnt.

they can lower the price all they want to...warner isnt about to go back to the HD camp and no one is going to go HD exclusive thats on the Blu camp currently...it doesnt matter how cheap the players get or how cheap the media gets...if theres no new media to buy theres no point in buying a player...kinda reminds me of when laserdisc software was goin for $5 a pop normally $30 - $40 a pop.

fixed that for you.

I have seen 4 Toshiba Commericals since I posted this. They should have been doing this all along.