The company, the leading backer of the high-def format, says 150,000 HD DVD players have been sold to date, more than rival Blu-ray.
However, Toshiba apparently is not including sales of Sony's PlayStation 3, which has a Blu-ray player inside. Sony says more than one million PS3 consoles have been sold.
Toshiba, which recently cut the price of its entry-level HD DVD player to $299 as a special one-month promotion, is attempting to create the perception that it has Blu-ray on the run.
"Toshiba's latest promotional efforts are clearly resonating with consumers and showing that price is king when it comes to hardware," said Craig Kornblau, chairman of the North American HD DVD Promotional Group. "Behind the increase in sales for hardware and movies, you're seeing fundamentally lower manufacturing costs and ease of authoring for HD DVD. That's the type of model that can scale."
Although Nielsen Video Scan says Blu-ray movie titles have been outselling HD DVD this year, Toshiba said today that 75,000 HD DVD units were sold in the last week of May.
The company added that the Toshiba HD-A2, which retails for $299 during the one-month promotion, is the top selling DVD player at Amazon.com.
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