HD DVD Regroups, Responds With New Campaign for Eyeballs
The big news of CES was not a product, but that Warner Brothers announced it was backing Blu-ray Disc exclusively (a move that gives Blu-ray a clear majority among the content creators). The impact of that decision rippled throughout CES, having a house-of-cards effect that included the HD DVD Promotion Group canceling its press conference.
Last week, Toshiba could only reaffirm its committment to HD DVD in a statement. Now, we see the first signs of Toshiba's response: Toshiba dropped the price of its entry-level, 1080i model, the HD-A3, to $150 (already, you can find that model at Amazon.com for less than that MSRP, at just $140). Toshiba's other two third-generation models received price drops, too: The 1080p HD-A30 is now $200, and the high-end HD-A35 is now $300.
In a press release today, Toshiba not only announced the price drop (which was already in play over the weekend), but also reiterated why it feel HD DVD is the best choice for consumers, playing up HD DVD's image quality and low price for mainstream consumers. Toshiba also notes that it has about 80 percent of the market share of all next-gen DVD-equipped notebooks.
Beyond the price drop, Toshiba announced a two-prong initiative to get and retain consumers. Toshiba says it will ramp up its advertising campaign in conjunction with its remaining studio partners--Universal Home Video, Paramount Pictures, and DreamWorks Animation SKG (Paramount owns DreamWorks). Toshiba also introduced its HD DVD Concierge toll-free number service to provide general assistance to consumers.
Toshiba also points out that you can streaming content and experience interactive content today on their players. According to the release, Universal, Paramount, and DreamWorks, "an average of 30 percent of HD DVD owners have accessed Web-enabled network features and continue to do so regularly."
I find that an interesting statement, one that's in line with what I've heard before from Toshiba and studios. The one thing they don't specify: Of that 30 percent using the ethernet port for interactivity, what percent of those users are connecting via an Xbox 360 or computer, and what percent are connecting via ethernet in their living room? For a long time now, that's been an unknown: While the potential for Internet-connected interactivity is cool, how many of us actually have ethernet connections in our living room today? The answer to that question, to me, will help determine just what role interactivity and connected players will play in the format war (my guess: not as much as some in the industry might like to think).
What say you: Do you plan to string ethernet into your living room to enjoy interactive entertainment on your TV?
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You don't necessarily have to physically "wire" your living room to enjoy internet access or Digital Downloads. Most homes are not wired with ethernet. I do think most homes are set up with some sort of Wireles network for internet connection, especially if they have more than one PC or internet-enabled device, such as an XBOX 360 or a PS3. If this is the case, then you can purchase a wireless ethernet adapter from your local Best Buy or whatever, and VOILA!!! You are connected!!! Isn't Wi-Fi great!!!
I think most of the people who can afford to buy into the Hi-Def home entertainment market will have no problem figuring out a way to get their Hi-Def goodies "connected". I myself have a 1080P digital television, an XBOX 360, and the add-on HD-DVD drive. My XBOX 360 is already connected to the Internet via a wireless USB adapter to my XBOX 360, so having the option of downloading digital content from some of my HD-DVD titles IS ABSOLUTELY AWESOME!!! I'm sure the HD-DVD drives will
ithink toshiba is making a smart move by getting prices down to the level where the average consumer can afford. i also think they should be touting the fact that they already have a lot of special fetures and internet ports on the players they have out now and have since their first generation players. blu-ray players onthe market today don't have these-except the sony ps3- and they don't inform you of that in most stores. if i go to a store i get the same old story "blu-ray is better cause they have more storage" big deal they are not using all that storage anyway.
Toshiba can give away the players, but if they don't have the movies I want, then the player cost is moot.
As for Blu-ray, if the disc provides more content storage, then why download? And most "extras" are not in full HD rez anyway. To answer Melissa's question, I could set up wireless in my living room, but I don't want it. When in my home theater, I just want to be immersed in the movie; not connected to a slow, funky web site downloading "content" (including ads) or having the player "phone home" to the manufacturer and exchange who-knows-what info. I'll go to my PC for any additional "interactive" stuff they didn't see fit to put on the disc.
I just bought a Toshiba HD-A3 at a greatly reduced price. I feel the media companies will have to support the format. AND--YES!!! I have an ethernet outlet less than 10 feet from my TV set!