Toshiba is launching an initiative to save and boost its flailing format.
Looks like Toshiba doesn’t want to go down without a fight—or at least with a warehouse full of HD DVD hardware. In a last-ditch effort to save its high-def format, the manufacturer has launched a players-at-cheap-prices initiative.
The company just announced a marketing campaign that will include advertising HD DVD benefits and cheap hardware prices.
The entry model HD-A3 will run $150, the HD-A30 will cost $200, and the higher end HD-A35 will be priced at $300. The prices are good, but not exactly Walmart’s $99 sale that triggered the high-def holiday season.
“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 consumer’s purchase decision of the next generation HD DVD technology. The value HD DVD provides to the consumer simply cannot be ignored.”
That makes sense, but will consumers buy into a potentially dying format? Will the amount of high-def movies reign over cheaper player prices? Or do most not even know the format war has been waging?
We shall see when the new pricing kicks off on January 13.
Read the Entire Press Release Here.

dannyboy I think you are wrong. While most players use actual hardware decoding chips the PS3 does this via software since it has the processing power to spare. There is absolutely no reason they could not bitstream DTS-HD MA via a firmware update. When the PS3 was initially going into production they did not have the decoding working for TrueHD and this was added via a firmware update at the final stage of production. That is the one great thing about the PS3, since it has so much processing power they can do about anything via software changes.
Dannyboy, I am just curious if you have any detailed information regarding the PS3’s inability to support DTS HD MA via firmware.
My understanding is the hardware issue is for bitstreaming DTS HD MA and has nothing to do with internally decoding.
It ‘should’ be capable to internally decode via a FW update and output as MC LPCM, in the same manner that it currently handles TrueHD.
I love my PS3 but it does not, and will never, be capable of decoding DTS-HD/ Master Audio. That weould require a HARDWARE update not a FIRMWARE update. If they incorporate it, you will have to buy a new unit to get it. And I would gladly do so. I have a # of Blu-Ray DTS HD MA titles I am waiting to watch until I have that cpapbility.
All of the information I provided can be confirmed at AVS Forum with many members having the same opinion regarding upconverting, noise issues, and load up. I love my PS3 and I would absolutely recommend it as a blu-ray player, however, I was responding to the advantages my XA2 has over my PS3. I am NOT a fan boy. I will provide direct links if needed if you are unable to navigate through the forum. I never said they were facts, however, everything I said was voiced by consumers at AVS Forum. Most forum talk isn’t fact, and rather, opinion. All of my comments are MY OPINION, however, don’t accuse me of spreading nonsense if you didn’t take the time to research the issues I stated, or else you would see others share the same concerns. Don’t automatically assume that your opinion is the correct one.
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JT,
While sony does use software, that would only help with internal decoding. The sil 9132 may or may not be capable of bitstreaming DTS HD MA, however, silicon valley and insiders at AVS Forum confirmed it will not. The sil 9132 is an early version of the sil 9134. The 9134 chip DOES support DTS HD MA bitstream, so either Sony is likely to start using the 9134 chip after it uses up the 9132 chips, which wouldn’t help current PS3 owners, or, they could do a firmware update for the software to allow internal decoding. The preferable action would be to do both.