Toshiba Dropping HD DVD Player Prices

Toshiba revealed some new HD DVD marketing initiatives today to help bolster sales of the HD DVD format. These moves come as the company declares "record-breaking unit sales in the fourth quarter of 2007."

Toshiba says it had "#1 sales volume in the next generation DVD category with an approximately 50 percent market share in 2007" as well as having an 80 percent plus market share in next generation DVD notebook computers.

In order to entice consumers more into HD DVD, Toshiba dropped prices on some of its players. 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. The company will also be conducting "an extended advertising campaign" across multiple media channels.