Toshiba, whose high-definition standard lost out to Sony's BluRay technology, is keeping the fight alive in the DVD arena.
The company has unveiled a new DVD player that doesn't compete with BluRay, but which improves the quality of users' existing DVDs.
The new XD-E500 has a couple of things going for it: it's about half the price of a BluRay device; and users don't have to stock up on new-media content to be able to enjoy a better experience.
Toshiba's new device will make existing DVDs display better on high-definition (HD) TVs.
According to the company, it's not meant to be a BluRay competitor, but let users get more from their existing content.