Early Salvos in the High-Definition DVD Format War
WITH high-definition televisions flying off the shelves and more networks broadcasting in high definition, one might assume that high-definition DVD's would be a sure-fire hit. Alas, Toshiba, with its HD-DVD format, and Sony, Panasonic and the others that developed the Blu-ray standard, will release rival players and discs that are expected to confuse consumers and infuriate retailers and could stunt the growth of what promises to be a multibillion-dollar market.
Toshiba's players began trickling into stores last week. To drum up sales, the company started running a 30-second spot on cable channels that broadcast in high definition, including Discovery HD, HDNet, HGTV HD, INHD and Universal HD.
The limited approach was calculated to reach the consumers most likely to buy the first two models, which cost $500 and $800. Since just 19 percent of American homes have HD sets, Toshiba saw little need to reach a broader audience just yet.
