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Someday, these two may become one
Toshiba and Microsoft cooking up new HD DVD-enabled Xbox

For better or worse, some consumers are purchasing a PlayStation 3 not for its gaming abilities, but rather its Blu-ray Disc movie playback functionality. While Sony’s gaming division may prefer that its customers be gamers, the bottom line is that those interested in just Blu-ray Disc movies will give Sony another notch in the sales and installed base column – a phenomenon not unlike with DVD during the launch of the PlayStation 2.

With high-definition format crown still up for grabs, both HD DVD and Blu-ray Disc camps are doing whatever they can to gain the advantage. Microsoft and Toshiba, the two main pillars of HD DVD, are reportedly working on a new entertainment set-top box that will integrate the gaming functions of the Xbox 360 and the movie playback functions of a Toshiba HD DVD player, according to Smarthouse.

The new device is supposedly being developed in response to Sony’s myriad of entertainment features on the PlayStation 3, driving the sales of Blu-ray Disc software.

Oddly enough, a recent study says that most gamers are clueless about the Xbox 360 and PlayStation 3 high-definition features, bringing into question the argument of consoles driving high-definition media sales.

“An Xbox with a built in HD DVD drive is critical,” a senior Toshiba executive in Singapore told the website. “They and we are working onit. It also has to be more than a gaming machine. Microsoft recognises this.”

As a full-featured entertainment hub, such a product would appeal to a broader market than just those in Microsoft’s current Xbox target audience. In fact, a Toshiba machine with similarly wide capabilities may hit the market. “A version of the device may also be sold under the Toshiba brand name,”added the Toshiba executive.

While current Xbox 360 owners may add HD DVD playback capabilities to their consoles with a $179 add-on drive, overall penetration of high-definition movies into Xbox gamers has been less than stellar. With an estimated 155,000 units HD DVD add-on drives sold in the U.S. through mid-year, Microsoft and Toshiba maybe looking into ways of getting the high-definition gaming crowd into movies.The answer may be in Sony’s strategy.

Sony has once dabbled before in releasing a consumer-centric entertainment machine based on its games console. Released only in Japan, the PSX was a set-top box with PVR and PS2 capabilities built-in. The PSX was reserved for the higher-end home entertainment purposes, but never quite found its market.

Xbox 360 gamers afraid that a new machine would make their current systems obsolete have little to worry about, however, as Microsoft has said on multiple occasions that its Xbox 360 games will never require an HD DVD drive.

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Sony <= Toshiba => Microsoft
By Evangels on 10/22/2007 8:51:00 AM , Rating: 2
"Toshiba, Sony and SCEI sign a joint venture deal in production of PlayStation 3 processors"

Toshiba is going to produce PS3 processors for Sony.
They are also at the same side with MS(hd-dvd).

Not sure why toshiba is doing this, maybe they think becoming a middle-man actually make more money???

I don't know, I just like everything sample, one format, and that will benefit everyone and cut the cost down faster.

RE: Sony <= Toshiba => Microsoft
By FITCamaro on 10/22/2007 8:59:58 AM , Rating: 2
No just Toshiba was one of the partners on the Cell chip same as IBM. Cell is not Sony's invention, it merely was a partner in the development. IBM was responsible for the majority of its development. Sony is just the one getting all the glory since the PS3 is its most visible use.

Just because they worked together to produce Cell though, doesn't mean they have to agree on the high def formats. To me, Sony selling its Cell production facilities is a bad sign for them.

RE: Sony <= Toshiba => Microsoft
By SunAngel on 10/22/2007 11:52:34 AM , Rating: 2
I'm lost.

Isn't Sony Broadband engine ~ to the Cell name?

When you pop open Siemen's MRI machine doesn't that big ole' chip say Sony Broadband Engine on the top?

RE: Sony <= Toshiba => Microsoft
By Zandros on 10/22/2007 12:12:29 PM , Rating: 2
The chips are labeled Cell B/E IIRC, not Sony Broadband Engine.

RE: Sony <= Toshiba => Microsoft
By Strunf on 10/22/2007 5:56:14 PM , Rating: 1
The PS3 is the only reason you even get to hear about the CELL, if SONY didn't make this hype around the PS3 and CELL no one would give a crap about it... there's plenty of CPU out there and very few really get any coverage let along the one CELL got cause of SONY.

RE: Sony <= Toshiba => Microsoft
By mcturkey on 10/22/2007 11:16:52 AM , Rating: 2
Toshiba is, like IBM, one of those companies that does electronics manufacturing and design really well. Thus, companies like Sony and Microsoft benefit greatly by partnering with them. Like IBM, Toshiba will profit no matter what, because they don't sell the end product to consumers.

As for which format wins, I have my reasons for preferring HDDVD, but I just got a refurbished 20GB PS3 for under $300 specifically for Blu-Ray.

RE: Sony <= Toshiba => Microsoft
By Shlong on 10/22/2007 4:06:52 PM , Rating: 2
Well Blu Ray is a Sony format... cell cpu, Toshiba saw they could make some money off of it... with the acquistion from Sony. HD-DVD is a Toshiba format... Microsoft is just a platform in which they could distribute & build a larger customer base.

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