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Wednesday, July 12, 2006
New Group to Promote HD DVD in North America


Universal Studios Home Entertainment, Warner Home Video, Paramount Home Entertainment, HP, Intel, Microsoft and Toshiba today announced the formation of a new trade organization, the North American HD DVD Promotional Group, Inc., at the Video Software Dealers Association 2006 conference.

A new advertising and marketing campaign, also unveiled today, showcases HD DVD as "The Look and Sound of Perfect". The group and its member companies plan to back the campaign with an anticipated $150M in trade and consumer marketing, advertising and promotion through the 2006 Holiday season and into 2007. The campaign will promote the format across all major consumer media outlets - television, print, online, and outdoor - co-marketing HD DVD hardware with hundreds of HD DVD titles expected on store shelves by year-end 2006.

Toshiba is currently the sole supplier of HD DVD players. It has been offering two models, one with a price tag of $499 and another at $799. Toshiba is aiming to sell up to 700,000 HD DVD players by next March.

"Following this spring's market introduction, we're now adding advertising and marketing muscle to HD DVD to demonstrate our full commitment to bring consumers the best in high definition entertainment," said Craig Kornblau, President of Universal Studios Home Entertainment. "Surveys are showing that HD DVD is already the #1 recognized brand name for high definition packaged media. In addition, the continued support from Hollywood, CE and IT industries will make HD DVD a true win for consumers this Holiday season."

In the shadow of a huge 18-wheeler called the HD DVD Mobile Experience, the group also announced a nationwide publicity campaign that will hit the road this summer. The HD DVD Mobile Experience will be equipped with the latest in high definition home theater technology, PCs, laptops and the Xbox 360 video game and entertainment system, enabling audiences throughout the country to experience first-hand ?The Look and Sound of Perfect?.

The advertising agency Goodby, Silverstein & Partners will work for the North American HD DVD Promotional Group, Inc. in planning and executing its marketing campaign.

For additional information visit the group's web site.


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