When the first high-definition DVDs finally hit shelves this spring, a mad scramble may ensue--not for the discs themselves, but to figure out what computers and devices are actually able to play them in their full glory.

It may look like a DVD player, but it's really the first volley in the battle for which kind of high-definition disc you'll play on your TV.

Toshiba America Consumer Products, L.L.C. ("Toshiba"), announced today details of an integrated marketing communications plan to launch its line-up of HD DVD players. The Toshiba HD DVD players, models HD-XA1 and HD-A1, will be the first HD DVD players to hit the U.S. market and will begin shipping to retailers in March of this year.

At the nation's premiere film festival this week, film industry executives and dozens of celebrities received a glimpse atthe future of storage and playback technology for high-definition (HD)video content through demonstrations of Blu-ray Disc media in Philips'Simplicity Lounge. Its third year at the festival, Philips created theSimplicity Lounge in order to showcase current and future technologyto industry VIPs and media, with an emphasis on products that enhancethe viewing experience of TV and movie content for consumers.

In response to recent comments from Microsoft's VP of marketing, Peter Moore, the company has issued a formal statement clarifying its position on next-generation DVD support for the Xbox 360 console.