Three standalone HD-DVD players are set to see their RRP slashed by up to 50 per cent, with the base model, the HD-A3, falling to just $150.
The firm is also planning a heavy-duty TV, print and online advertising campaign to promote the format.
Toshiba America's group vice president of digital audio and video Yoshi Uchiyama stated: "While price is one of the consideration elements for the early adopter, it is a deal-breaker for the mainstream consumer."
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Lollipop Chainsaw Warner Bros' new zombie hack 'n' slash action game revs its way to retail. Dominic Sacco discovers its core gamer appeal
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developonline Indie Game: The Movie coming to Develop in Brighton t.co/Ya0PVAwu #fb
developonline UK indies Boss Baddie and VooFoo Studios seal Ripstone publishing deal t.co/JD3RWNjq (@bossbaddiegames) (@RipstoneGames) (@VooFoo)
UK_IE Ukie brings Indie Game: The Movie to @developconf - t.co/RaHYr4MW
developonline Activision paid Infinity Ward $493m in bonuses: t.co/t3Y1Iinr
CapcomEuro CVG previews Lost Planet 3! t.co/9tLl5nGe via @CVG_UK
Gem Creative is Gem Distributions award winning in-house creative agency producing bespoke marketing solutions for many of its partners.
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Games Media Awards 2012
London, UK
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Updated: May 27th 2012
Ads that pause gameplay - coming to PS3?
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3DS nears UK 1m; Vita sales slow compared to PSP
If Nintendo's machine achieves milestone in June it will have taken three months longer than DS
Judge recommends Xbox 360 ban in US
Also suggests that Microsoft pay a bond of seven per cent on the value of every unsold console
Siri - Apple's agent of corporate espionage?
IBM bans Siri use in the workplace after discovering Apple keep a record of all requests
OPINION: A moment in chart history
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Gem signs Mad Catz deal
Initial products in the range will include Ghost Recon: Future Soldier-branded Dolby 7.1 headset
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