Toshiba may have conceded the high-resolution DVD wars to Sony's Blu-ray format, but it's still in the game – which it now believes it can win with a standard DVD player.
Blu-ray hasn't been quite as successful as Sony may have hoped, having taken the high ground almost a year ago. The main problem could be the lack of Blu-ray-ready material.
Now Toshiba has launched the XD-E500 DVD Upscaler, a regular DVD player that renders ordinary DVDs to near-high definition quality.
It may not be quite as good as Blu-ray but it goes a long way towards it.
The new device is also less than half of the price of a Blu-ray player.