So today Toshiba dropped a press release entitledToshiba ‘Breathes New Life’ Into DVD with XDE™ Technology. XDE stands for eXtended Detail Enhancement, which to me sounds like nothing more than upscaling with fancy edge enhancement and color contrast adjustment. Frankly it sounds like crap to me, based on the press release.

XDE Flexibility

In addition to upconversion from 480i/p to 1080p, XDE technology offers consumers the ability to customize their viewing experience to their liking with its picture mode settings. With these three selectable settings — Sharp, Color and Contrast — users can get the most out of their DVD movie-viewing experience on their terms.

– Sharp Mode offers improved detail enhancement that is one step closer to high definition. Edges are sharper and details in movies are more visible. Unlike traditional sharpness control, XDE technology analyzes the entire picture and adds edge enhancement precisely where it’s needed.

– Color Mode makes the colors of nature stand out with improved richness. Blues and greens are more vivid and lifelike. Color Mode combines the improvement in color with the detail enhancement of Sharp Mode and is ideal for outdoor scenes.

– Contrast Mode is designed to make darker scenes or foregrounds more clearly visible without the typical “washing out” that can occur with traditional contrast adjustment. Recommended for dark scenes where detail may be difficult to notice, Contrast Mode is also combined with Sharp Mode to provide a clearer viewing experience.

So ‘Sharp Mode’ cranks up the edge enhancement. But too much edge enhancement is one of the most common complaints videophiles have about many titles. This is the kind of cheap trick studios use to try to make an image ‘pop’, but it is unnatural. And now your DVD player can do it to all of your discs. Yay?

‘Color Mode’ sounds like it just tweaks the color palette to favor blues and greens, which can certainly make an image seem more vivid, but artificially so. This is the same kind of trick box stores use to make images on HDTVs look more striking on the wall of screens. And also why the first thing you should do is calibrate your TV, because the settings it comes with are great for selling the set in the store, but not for accurate color reproduction at home.

And ‘Contrast Mode’ cranks up the contrast. But if the contrast isn’t there in the source material, then it must be artificially boosting and/or suppressing some of the picture to increase the contrast. It all sounds like a high-tech, fancy way of doing what people used to do with the color, tint, and contrast knobs on old TVs – and the menus that replaced them on new TVs. This doesn’t sound so much like ‘breathing new life’ into DVD as it does ‘putting DVD in an iron lung’.

You know what these remind me of? Those silly audio modes most receivers have. You know, like ‘Concert Hall’? The settings that mess with the sound to supposedly recreate the feeling of a different space, but in reality are about as close the the real thing as Froot Loops cereal is to real fruit. The snozberries taste just like snozberries!

Sure, I’m just basing this off their press release and I haven’t seen it for myself. But even if they’ve been remarkably clever about the technology, it doesn’t change the fact that they’re just upscaling DVDs and tweaking the picture to try to make it look better. They’re just putting lipstick on a pig compared to real HD media like Blu-ray. No matter how you slice it, the best DVD can provide is one-sixth the raw pixel count as Blu-ray. And no matter how clever your algorithms are to interpolate the data, you just can’t recreate what isn’t there to start with. You can never start with a 480p source and upscale it to 1080p and match a native 1080p source.

So who is going to buy XDE players? People with extensive existing libraries of DVD you say? I have many hundreds of DVDs myself. But Toshiba is selling their XD-E500 1080p/24fps Upconverting DVD player, their first XDE-equipped player, for $149.99. Now, it also handles MP3 and WMA music playback, JPEG display, and is DivX certified, which is all well and good. But you can get a non-XDE player with all of those features (1080p24 upscaling, MP3/WMA, JPEG, DivX), for $50-$60. I myself have a Philips unit I picked up a while back from Amazon for around $60 which has those features, plus known codes to enable region free playback, and it handles NTSC< ->PAL. The Toshiba is unlikely to have either of those features. So is XDE worth the extra $90-$100? Or even $50 if the player is that much cheaper online? Will XDE and the Toshiba logo on the box convince people to pay double what they can get another unit for?

I doubt it will for the majority of users. Any improvement can only be just so good, and you’d need a good HDTV to really get the full benefit. And that’s after you manage to educate users on just what XDE is. When someone in standing in their local Best Buy, comparing units on a shelf, and the only differences are the brand, the price, and that the Toshiba has ‘XDE’, you’ve got an uphill battle on your hands to educate the user on what XDE is and why they want it.

So you’re really after users who are willing to spend more for a (supposedly) better quality picture. But then the users most likely to be willing to shell out more for such improvements are the very same group most likely to be willing to shell out for a Blu-ray deck. Entry level, current model decks are under $300 now, closer to $250 in some cases. And existing stocks of last generation units can be had for less than that. Even some of the best of the current models, with bells and whistles like BD-Live, are between $350-$400. And those prices are falling as supply and competition both increase, and component costs decrease. Entry level units should be under $200 by the holidays, with some well-equipped units under $300.

So where does XDE fit? Users who are just slightly more demanding than a non-XDE DVD player, but not demanding enough to go for even a low-end Blu-ray deck? All Blu-ray decks are also DVD players, all upscaling as far as I’m aware, most quite good at it, some very, very good. Once a person is willing to spend more money on the player, beyond the glut of sub-$100 upscaling players, they’ve already taken the first step toward being willing to make the jump to Blu-ray. It seems like XDE is there just to try to catch those who don’t quite jump high enough to clear the bar. I can’t believe that’s a big market.

The DVD player market is a commodity market now, even for nice upscaling players. It is getting such that there are fairly decent DVD players that cost less than some new release DVDs. Buy a movie, get a free player. That’s a joke, but sometimes it seems like that’s the next step. Toshiba is trying to be the odd man out, and they seem to think XDE will distinguish them from the hordes of commodity players. Enough that users will pay their higher prices. I don’t think it is going to be a big win for them.

Toshiba’s HD DVD decks were very nice units with some great features. They could easily have used the same platform as the basis for a Blu-ray player development. And now is the time (well, six months ago was the time) to get some nice BD players out and make revenue on them. In 2009 when the wave of Chinese BD players hits, there will be a lot of downward pressure on player pricing, making the market less attractive to ‘premium’ brands like Toshiba. That happened in the DVD market years ago. Instead of chasing yesterday’s market long after it has been commoditized, Toshiba needs to go after the marker’s of today and tomorrow, where the margins are higher and competition is lower. I really think it is just their corporate pride and stubbornness which keeps them from embracing Blu-ray.

The full press release:

Aug 18, 2008 04:00 ET

Toshiba ‘Breathes New Life’ Into DVD with XDE™ Technology

XDE offers enhanced picture performance from standard DVDs

WAYNE, N.J., Aug. 18 /PRNewswire/ — Toshiba America Consumer Products, L.L.C. (“Toshiba”) today announces its new video enhancement technology for DVD with the introduction of the XD-E500. XDE, or “eXtended Detail Enhancement,” is more than just DVD upconversion. XDE takes DVD picture quality to a whole new level. In addition to providing upconversion from 480i/p up to 1080p, XDE offers user selectable picture enhancement modes that allow for greater detail, more vivid colors and stronger contrast that bring standard DVD quality closer to the HD experience. XDE technology lets consumers enjoy their existing DVD libraries in a whole new way.

“Consumers have embraced the DVD format like no other technology and invested in large libraries of their favorite movies. As the market moves towards high definition, XDE lets them experience their existing DVD library and the tens of thousands of DVD titles in a whole new way,” said Louis Masses, Director of Product Planning. “XDE offers consumers a simple solution to add on to their HDTV purchase. XDE works with existing DVDs to deliver a near HD experience with enhanced detail and richer colors. Toshiba is delivering to consumers what they want — a high quality experience at an affordable price.”

XDE Flexibility

In addition to upconversion from 480i/p to 1080p, XDE technology offers consumers the ability to customize their viewing experience to their liking with its picture mode settings. With these three selectable settings — Sharp, Color and Contrast — users can get the most out of their DVD movie-viewing experience on their terms.

– Sharp Mode offers improved detail enhancement that is one step closer to high definition. Edges are sharper and details in movies are more visible. Unlike traditional sharpness control, XDE technology analyzes the entire picture and adds edge enhancement precisely where it’s needed.

– Color Mode makes the colors of nature stand out with improved richness. Blues and greens are more vivid and lifelike. Color Mode combines the improvement in color with the detail enhancement of Sharp Mode and is ideal for outdoor scenes.

– Contrast Mode is designed to make darker scenes or foregrounds more clearly visible without the typical “washing out” that can occur with traditional contrast adjustment. Recommended for dark scenes where detail may be difficult to notice, Contrast Mode is also combined with Sharp Mode to provide a clearer viewing experience.

In an effort to reach a broad spectrum of consumers from around the world, Toshiba’s new XDE technology and the exciting experience it delivers, will be featured in an extensive print and online advertising campaign. This includes placement on NBCOlympics.com, a site that signifies strength, performance, diversity and unity among many. A new Web site, http://www.toshibaxde.com/, will be launched to help educate consumers on the benefits of XDE technology and how it works so they can experience the best of what this new technology has to offer and enjoy their DVD movies in near HD quality.

XDE will be launched today onboard the XD-E500 1080p/24fps Upconverting DVD player. Featuring XDE technology, the XD-E500 also incorporates key features found on today’s upconverting standard DVD players such as HDMI-CEC, DivX certification, JPEG capability,

MP3 and WMA playback and much more in a slim, high-gloss cosmetic design to complement today’s HDTV.

The XD-E500 is shipping this month with an MSRP of $149.99 and can be found at authorized retailers nationwide. For more information on XDE please visit http://www.toshibaxde.com/ or http://www.tacp.toshiba.com/.

About Toshiba America Consumer Products, L.L.C.

Toshiba America Consumer Products, L.L.C. is owned by Toshiba America, Inc., a subsidiary of Toshiba Corporation, a world leader in high technology products with subsidiaries worldwide. Toshiba is a pioneer in DVD and DVD Recorder technology and a leading manufacturer of a full line of home entertainment products, including flat panel TV, combination products and portable devices. Toshiba America Consumer Products, L.L.C. is headquartered in Wayne, New Jersey. For additional information please visit http://www.tacp.toshiba.com/.

Important Notes

This product does not play HD DVD or Blu-Ray discs. It upconverts standard definition (480p) DVD content to HD (720p, 1080i or 1080p) to match the resolution of your HD display. Although near the picture quality, it does not produce or output native HD video content.

To display upconverted 720p, 1080i or 1080p video content, a 720p, 1080i or 1080p capable HDTV or HD Monitor (as applicable) with an HDCP capable HDMI or DVI input is required.

The effect of enhancements may vary depending upon disc content quality and display device capability/functionality/settings. Depending on the quality of the DVD disc, some video noise may be visible.

Some DVD-R/DVD-RW discs may be incompatible due to laser pick up and disc design. Some recordable media or recording formats may not be supported.

Compatibility with other HDMI-CEC products will vary by manufacturer. Some products may not be compatible at all or may only allow for limited functions.

Viewing 24 frames per second requires content created in 480p / 24 frames/sec and an HD display capable of accepting a 1080p/24Hz signal.

Source: Toshiba America Consumer Products, L.L.C.

CONTACT: Nicole Lawler of BRODEUR for Toshiba America Consumer Products,
L.L.C., +1-617-587-2024, nlawler@brodeur.com

Web site: http://www.tacp.toshiba.com/
http://www.toshibaxde.com/

Of course, the BDA hasn’t just been standing by while this happens, shortly after CH-DVD was announced the BDA announced that they too were considering the Chinese codecs. And taking it a step further, unlike CBHD, which is a ghetto standard restricted only to China, the BDA is considering adding the codecs to the global Blu-ray specification.

And, despite predictions from HD DVD fans that it would ‘never happen’, the BDA has approved several Chinese CE vendors to produce Blu-ray players. And even more players have been announced recently at SinoCES. With most of their major CE vendors cranking out Blu-ray players for the growing global market player availability will rise, while unit costs fall. With a limited domestic market, CBHD will have a hard time competing with the falling BD player costs.

DIGITIMES cites lower costs as the main advantage for CBHD over BD. An existing DVD line can be converted to press CBHD for around USD$800,000, while establishing a new BD line costs around USD$3,000,000. And the licenses required to produce a CBHD player are around USD$8.10, reportedly much less than the equivalent BD licenses. However, a BD production line can take orders for export discs as well, making it easier to keep the line busy – and making money. A CBHD line is only good for domestic disc pressing. And the licensing costs for BD are expected to drop sharply in the coming years. Plus a production line can be shared between domestic and export players, spreading the non-licensing overhead costs over a larger production base.

If the BDA can complete the China-ized version of the BD specification to receive Chinese governmental approval for the format, it should easily squeeze CBHD out of the market just as it did to HD DVD.

Picked up via EngadgetHD.

Dear Amazon.com Customer,

As someone who purchased an HD DVD player from us before February 23, 2008,* you might like to hear about a special offer available from Amazon.com.

New technologies don’t always work out as planned. We at Amazon.com value our customer relationships more than anything and would like to support customers who purchased these players by offering a credit good for $50 off any products sold by Amazon.com.** Just use promotional code XXXXXXXXXX when checking out. The code is valid through April 9, 2009, so you have plenty of time to use your credit. Purchases from third-party merchants on our site are not eligible.

* On February 23, 2008, the last manufacturer of HD DVD players announced it was ceasing production of those players.

** Offer cannot be used to pay for special-order titles, e-books or downloadable e-content, wireless service plans, gift certificates, gift-wrap, taxes, or shipping and handling charges. $50.00 promotional credit is per HD DVD player purchased prior to February 23, 2008–up to 10 units for a maximum credit of $500.00.

Picked up from EngadgetHD.

From SlickDeals and the WSJ, by way of EngadgetHD.

The new BD/DVD chart only compares the top 20 titles by unit volume for each format, but BD has 6% of the market to DVD’s 94%. That may not sound like much, but it is pretty good for a fledgling format just coming off the end of a format war that slowed adoption. As more and more major releases hit Blu-ray day-and-date, especially once Universal, Paramount, and DreamWorks Animation start their BD releases, that percentage should rise steadily – give or take a bit each week for variation.

This issue has a lot of BD coverage – the entire front page is BD-related articles. New releases are seeing an increasing percentage of sales on BD. No Country for Old Men saw 9.8% of sales on BD (the rest on DVD), while Hitman saw 12.6% of sales on BD. That compares to levels of 2-3% for most titles during the format war. With the spike in BD growth, one of the articles examines the issues replicators are facing in adopting to BD demand. The up-front investment in a BD production line runs from $1.5 to $1.7 million for a 25GB line to nearly $2.7 million for a 50GB line. Yields of usable discs is now up to around 75%, from only about half early on. But this isn’t dissimilar to what happened with DVD early on, and over time yields will increase and costs will decrease.

New research from Strategy Analytics predicts that Blu-ray will be in 30 million homes by the end of the year, and 132 million by 2012.

My answers below.

I thought I was pretty savvy, but I don’t think I’d ever heard of format’s 1-6. I did know about Betamax, LaserDisc, CED, and DIVX. And I still own a couple of LaserDisc players and several LaserDiscs. It was a decent format for its day, but flipping & swapping discs mid-movie was a huge down-side. Even with an auto-flip player, which I have, you’d still often have to swap discs mid-movie. And they’re big, of course. I was not reluctant to switch to DVD, that’s for sure.

As for the switch to DVD, I was always vehemently opposed to DIVX – as many of my then co-workers could attest to, given my lunchtime rants on the subject. Such a stupid idea. I can’t decide which DVD-related idea is worse – DIVX or the ‘disposable’ DVDs that were supposed to self-destruct after a couple of days via a dye layer that would turn opaque once exposed to the air. Surprise – they bombed in test marketing.

Makes me wonder how many failed audio media formats I’ve never heard of. Jokes about 8-track aside, there’s DAT, DCC (Digital Compact Cassette), and, arguably, MiniDisc. MD is iffy as it found a niche as a recordable format, and it was fairly successful in Japan with pre-recorded music. Hmm, I suppose SACD and DVD Audio have pretty much been failures too. Reel-to-reel, LP (vinyl of all stripes really), compact cassette, and CD have all been successful. Hmm, were wax cylinders a big success in their day?

The Best Buy cards, which will not expire, will be sent automatically to most customers who purchased HD DVD hardware by February 23, when Toshiba announced that it was abandoning the format. Best Buy’s list includes those who belong to their rewards program, bought extended warranties, or purchased the machine on its Web site. Others need to show proof of purchase to get their cards.

Basically, if Best Buy knows who you are they’ll send you the card automatically. Otherwise you’re going to have to go in and claim it, with proof of purchase. Best Buy sold HD DVD players to over 200,000 customers, so if everyone eligible claims their card this could cost them over $10 million. But it is clearly a solid PR move to help those who might feel burned by picking the loser in the format war take a more favorable view of Best Buy. And, since the card is only good at Best Buy, it will help encourage them to come back in and buy more – perhaps a Blu-ray player.

Via CNET News.com.

This issue of Home Media Magazine also includes an article which states Sony and Microsoft are in talks to bring Blu-ray to the Xbox 360. President of Sony Electronics U.S., Stan Glasgow, said that a Blu-ray drive could be incorporated in the Xbox Elite model, or as an add-on, as originally reported in the Financial Times online edition. Glasgow also said that Sony is in talks with Apple about the use of Blu-ray in Macs.

WSJ: When did you first start thinking about withdrawing from the HD DVD business?

Mr. Nishida: When Warner [Time Warner Inc.'s Warner Bros.] announced its support for Blu-ray on the 4th of January. We took a little time before reaching a final decision, so we could give people a chance to voice their opinions and we could consider all the ramifications and consequences of pulling out, such as how it would affect consumers and us.

WSJ: Most industry observers had expected the format war to continue for a while longer. Why did you decide to pull out so quickly?

Mr. Nishida: I didn’t think we stood a chance after Warner left us because it meant HD DVD would have just 20% to 30% of software market share. One has to take calculated risks in business, but it’s also important to switch gears immediately if you think your decision was wrong. We were doing this to win, and if we weren’t going to win then we had to pull out, especially since consumers were already asking for a single standard.

Sounds like he approached it logically and rationally, and didn’t allow corporate pride to keep Toshiba in the fight. He recognized that the war was lost, and if Toshiba couldn’t get a win then it was time to concede and cut their losses. He deserves credit for making the decision to end things quickly. And yes, January 4th (Warner’s announcement) to February 19th (Toshiba’s announcement) is very quick for a major corporate direction change. Toshiba had to coordinate with all of their partners as well.

Nishida reiterates that Toshiba plans to focus on DVD, at least for the time being. It sounds like they’ll be sitting out the Blu-ray market, though personally I can’t see them abstaining forever. They may wait until the market grows a bit to try to carve out a bit for themselves. For now they plan to focus on upconverting DVD players and PCs. They’ll also be putting more resources behind video downloads now that HD DVD is dead.

This means no high-def releases from the two studios for a couple of months, as they plan to begin distributing their films on Blu-ray this summer. I imagine that the HD DVD films that were dropped will be undergoing a crash remastering effort for Blu-ray. Picked up from High-Def Digest, Video Business, and The Hollywood Reporter.

Via Gizmodo.

As a result of recent decisions made by Toshiba, Hollywood studios, and retailers, Microsoft plans to withdraw from HD DVD. Xbox will no longer manufacture new HD DVD players for the Xbox 360, but we will continue to provide standard product and warranty support for all Xbox 360 HD DVD Players in the market.

See their post for the full announcement. This isn’t surprising, of course, as everyone is pulling out of the format at this point. But it clears up the uncertainty over timing, as well as laying to rest the rumors about pricing changes, etc, with continued sales. At this point the drives will probably end up on clearance soon. If you have an HD DVD collection the Xbox 360 drive could be a good buy as an insurance policy against future player failures. Even if you don’t have an Xbox 360, the add-on drive also works as a PC USB drive.

Via Engadget.

For the week ending 2/17, the last week before Toshiba pulled the plug on HD DVD, HD DVD managed to jump back to a 27% share, with Blu-ray at 73%. That put them at 76:24 for the year, and 65:35 since inception. It was clear Toshiba’s efforts were not working, with HD DVD only clawing back to roughly 3:1, from the previous week’s 4:1, which is still a big drop from the 2:1 split it held for most of 2007. Something I found interesting. During the war, Home Media Magazine usually had the BD/HD DVD split graphs right on the cover – this week they’re on page 40. There is also a dedicated Blu-ray supplement on this issue, which includes a list of currently announced 2088 releases through May. And a little article entitled “Format War’s End Kills Bloggers Main Topic“.

Onkyo, which had previously suspended HD DVD player production, has now officially killed their HD DVD players permanently. Since they used Toshiba components it is hardly surprising. They are instead turning to Blu-ray. Development of an Onkyo Blu-ray player has been underway, but no specific announcement has yet been made. Though it seems likely we’ll see it later this year, almost certainly before the holidays. Via Blu-ray.com.

sofatronic’s announces Kaleidoscope software, which makes authoring BD-J applications easier by allowing authors to create applications via a GUI editor. EngadgetHD has a press release from sofatronic about the release. Using the tool, authors can create interacting Blu-ray menus and applications without having to write any Java code. The tool will create the Java code for BD-J automatically. This is exactly the kind of thing I like to see, and hope to see more of. The easier it is for designers and authors to exploit the power of BD-J, the more use it will get.

The release:

sofatronic releases Kaleidoscope

Hamburg/Los Angeles, Feb 22, 2008 – Commercial Release of Kaleidoscope

sofatronic is releasing Kaleidoscope, a software platform for creating interactive applications on Blu-ray Discs. Working in a visual authoring environment, users can create user interfaces and advanced interactive features using the format’s unique capabilities without having to write Java code.

Kaleidoscope’s application framework supports all available Blu-ray player models and automatically handles performance differences and compatibility issues, two of the main concerns for Blu-ray authors today .

“The sofatronic team is extremely proud of today’s release of Kaleidoscope not merely for having succeeded in providing a technical solution to the various issues facing the HD industry, but in fact exceeding all expectations of what is possible with the platform. Without a shred of programming knowledge, the in-house designers at movie studios and authoring facilities can create an exciting palette of applications for the entire range of Blu-ray players – and bring it in under budget and on time.”
Rouven Malecki, CTO sofatronic.

sofatronic’s partners receive regular updates and access to new features via the company’s Developer Portal. Newly developed Application Modules are also published here, which make use of the advanced features of the Blu-ray platform, such as internet connectivity. All this and extensive technical support can be found at www.sofatronic-dev.com.

Paramount Home Entertainment quietly came onboard via a statement sent exclusively to The Hollywood Reporter on Wednesday: “We are pleased that the industry is moving to a single high-definition format, as we believe it is in the best interest of the consumer,” the statement reads. “As we look to (begin) releasing our titles on Blu-ray, we will monitor consumer adoption and determine our release plans accordingly.”

Via EngadgetHD.

Peter Faricy, vice president of movies and music at Amazon.com commented, “The high-definition landscape is rapidly changing, and consumers are looking for guidance on how to make the best high-definition buying decisions. Our customers have clearly voiced their support for the Blu-ray format. Blu-ray titles have increased from just over half of our high-definition sales to over three-quarters of our high-definition sales since early January. In order to best serve our customers, Amazon is recommending Blu-ray as the preferred digital format and will continue to carry the ‘Earth’s Largest Selection’ of Blu-ray products.”

Great to see Amazon stepping up as a leader in the market and taking a stand by making Blu-ray their ‘preferred digital format’. You know, as opposed to, say, HD DVD.

I mean, I love Amazon and all, but they could’ve just said “Me too!”

“While Universal values the close partnership we have shared with Toshiba, it is time to turn our focus to releasing new and catalog titles on Blu-ray,” said Craig Kornblau, president of Universal Studios Home Entertainment.

“The path for widespread adoption of the next-generation platform has finally become clear. Universal will continue its aggressive efforts to broaden awareness for high-def’s unparalleled offerings in interactivity and connectivity, at an increasingly affordable price. The emergence of a single, high-definition format is cause for consumers, as well as the entire entertainment industry, to celebrate.”

I’m actually a bit surprised. Not that Universal is supporting Blu-ray, that was obviously coming, but that they made the announcement before Paramount – who still hasn’t done so, from what I can tell. Since Paramount, and DreamWorks Animation, were formerly format neutral, releasing both Blu-ray and HD DVD, I kind of expected them to be the first to jump on the news. Paramount probably still has warehouses full of Blades of Glory Blu-ray discs, and other titles they’d already pressed for release on BD before their sudden shift to HD DVD exclusivity. They could start by give those discs a new street date. I’m sure they’ll announce their plans soon.

Via Blu-ray.com.