Perhaps not wanting to be the last off a sinking ship, Toshiba
could soon be abandoning the HD DVD format it helped bring to market, if the Hollywood Reporter is to be
believed.
According to the report’s sources, Toshiba will be pulling
the plug on its HD DVD format sometime in the coming weeks. The official word
from Toshiba, predictably, is that it is still behind HD DVD as the format of
choice.
"Based on its technological advancements, we continue
to believe HD DVD is the best format for consumers, given the value and
consistent quality inherent in our player offerings," said Jodi Sally,
Toshiba’s VP of marketing.
Interestingly enough, Toshiba didn’t completely put to rest
any ideas that the company could change its stance in the format war. "Given
the market developments in the past month," continued Sally, "Toshiba
will continue to study the market impact and the value proposition for
consumers, particularly in light of our recent price reductions on all HD DVD
players."
Possibly urging Toshiba to drop HD DVD are the recent events
transpired since Warner Bros. announced at CES 2008 that it would go Blu-ray
Disc exclusive this summer. Most recently, online rental giant Netflix
announced that it too would be dropping
HD DVD stock, while Best Buy would begin to push
Blu-ray Disc as the preferred format.
In what could be the final nail in the coffin for the format,
Wal-Mart today announced its plans to drop
HD DVD players and software stock starting this June.
02/16/08 Update: Reuters cites an NHK Japan source that Toshiba will officially pulling the plug on HD DVD as early as next week. "We have entered the final stage of planning to make our exit from the next
generation DVD business," said the source, who asked not to be identified.