According to the BBC, the consumer electronics giant's BDP-S300 player is now priced at $499 - half the price of Sony's first Blu-ray player when it launched just six months ago.
The BBC reports that Sony has attributed the price cut to "growing demand for the next generation technology and falling production costs".
In the US the PS3, which allows consumers to play Blu-ray movies, is priced at $499.99 for the 20Gb version and $599.99 for the 60Gb unit.
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