HD DVD to up marketing campaign

Toshiba has announced its intentions to step up the marketing campaign for high-definition media format HD DVD.

After a bad month for HD DVD, which has seen Warner Bros., New Line Entertainment and HBO all become Blu-ray exclusive, Toshiba has decided to increase the exposure of the format.

Commenting on the move, group vice president of the A/V Group, Yoshi Uchiyama, revealed that HD DVD could recover some of the ground lost to Blu-ray if Toshiba could show that the format provided value for money.

"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 consumers' purchase decision of the next generation HD DVD technology," he said.

"The value HD DVD provides to the consumer simply cannot be ignored," he added.

Meanwhile, Toshiba revealed that HD DVD currently has a 50 per cent market share with Blu-ray.