HD DVD Turns On Web-Enabled Content

Toshiba continued to press forward with its HD DVD format, saying Friday that it had added functionality that allows set-top player owners to access exclusive web content.

The new functionality allows the player to download exclusive content from the movie studio's server. Once downloaded, it is saved within the persistent storage of the set-top player for access.

Movie studios can also opt to 'lock' extras on the HD DVD itself, which then can be unlocked by downloading a key. Other interactivity features allow for the studios to provide ways for consumers to interact with content providers.

"While others may talk about interactivity, HD DVD has proven time and time again that it offers true interactive features and capabilities for consumers which can make the enjoyment of movies a new experience every time they're viewed," Toshiba Digital AV marketing chief Jodi Sally said.

Those who already own an HD DVD player can gain this functionality through a firmware update.

Another firmware update, coming in September, will give users of the HD-XA2 and HD-A20 players the capability to watch movies in 24p, which means that movies would be shown at 1080p at 24 frames per second. That is the frame rate at which movies are typically captured.

Toshiba also said that it now held 70 percent of the set-top market in both April and May according to data from NPD Group. Much of this is likely due to pricing promotions, which the company has decided to make permanent as of July 1.

The HD-A2 retails for $299.99 USD and the HD-A20 for $399.99 USD. The recently released top of the line HD-XA2 model will set the consumer back $799.99 USD.