Cheap HD DVD player to be released?

Reports from the US claim that Toshiba could be set to release a new HD DVD player in the US for less than $200.

The move could be an important factor in giving the HD DVD format the edge over its main rival, Blu ray. The two high definition disc types are currently engaged in a battle for supremacy, and a sub $200 player could lend HD DVD greater pull in the marketplace.

An employee at US firm Walmart noted details for the forthcoming Toshiba HDA2 W, which will cost $198, the worker says.

"The $200 price point is considered an important financial and psychological barrier to cross for a consumer electronics device to become affordable to mainstream audiences," Paul Erickson of DisplaySearch told PC World.

"This has been borne out in the past with DVD player, game console, and more recently, upscaling DVD player sales figures. And, according to our analysis of NPD retail sales data, consumers have thus far clearly demonstrated to be much more responsive to price, rather than content or features, when purchasing next generation DVD players.

"As such, getting below $200 and even $150 may actually be even more crucial for next generation formats to generate the mainstream sales numbers to succeed."