Toshiba may move to prevent a long drawn-out "format war" by throwing in the towel and ceasing manufacture of HD-DVD kit.
The rumour hasn't yet been confirmed, but a number of sources believe the company may bow out of the race and allow Sony's Blu-Ray technology to carry the day.
The move could cost Toshiba literally hundreds of millions of dollars – but would save consumers from having to decide on a format and possibly lose out later on.
The format war between HD-DVD and Blu-Ray is blamed for slowing development on high-definition technology.
Toshiba may stop manufacturing the HD-DVD products as soon as this month.
Althoug Toshiba has yet to make a statement confirming or denying reports, investors have reacted positively and the stock has risen.