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9
>CUSTOMER VALUE THROUGH INNOVATION
Toshiba launched the world’s very first DVD player in 1996. In 2001, we took the DVD market in a
new direction when we pioneered the integration of an HDD and DVD recorder in a digital video
recorder, establishing the new AV style of “record to HDD, save to DVD.” Last year, we took the next
step, realizing recording of data-rich HD video by integrating an HD DVD recorder into a hard disc
recorder. Maintaining momentum we followed up on our first-generation products with HD DVD
players that were significantly smaller and easier to install, and that combined a better viewing expe-
rience with affordable prices. Going forward, we will continue to take the lead in delivering products
that respond to the demands of the world market.
HD DVD
Developments such as the start of terrestrial digital broadcasting and the ending of
analog broadcasting in Japan are ushering in growth in HD digital broadcasting serv-
ices and other major environmental changes. Standard DVD cannot reproduce the tex-
ture of HD content, play it back on a large size display, or record to disc HD from video
sources. That is why Toshiba took the industry to the next level in 2006: by launching
the world’s first HD DVD player in March, and bringing to market the first hard disc
recorder with HD DVD recorder in July.
>VALUE FOR CUSTOMERS
HD DVD formats are formally approved for next-generation DVD
by the DVD Forum, an international association that defines and
promotes standards, including the ability to capture and reveal
the full impact and resolution of HD content, and to satisfy essen-
tial market needs, such as saving HD image content to disc. HD
DVD offers advanced functions and attractions that far surpass
those of standard DVD. Pop-up Menu can display thumbnails of
movie chapters while a movie plays, allowing viewers to jump
directly to the scenes they want to see. The subscreen of Picture
in Picture (PinP) offers playback of special features, such as the
director’s commentary and making-of documentary, while the
movie plays.
*RoHS (Restriction of Hazardous Substances) is the EU directive which went into effect July, 2006. This directive restricts the use of six hazardous
materials, such as lead and mercury, etc in the manufacture of various types of electronics and electronics equipment.
<HD-XA2 HD DVD PLAYER
As a leader in AV products, we
wanted to bring enjoyment of
HD DVD into the lives of many
more customers, and for this
reason we developed the HD-
XA2. Designed with full consid-
eration for the environment,
this new player is smaller, con-
sumes less power and, on top
of that, is fully compliant with
the European Union’s RoHS*
directive.