Toshiba has announced its third generation of HD DVD players for the U.S. market.

The Japanese company revealed three new sleek and stylish models, featuring including an improvement video performance with 1080p/24 frames per second (24p) support.

Also added to the line is "CE-Link" (HDMI CEC) connectivity which offers the capability to communicate with and control another CE device in a whole new way. For instance, using "CE-Link" with "One Touch Play" consumers will be able to turn on a CEC capable HDTV and a Toshiba HD DVD player, and start playing a movie, with a single touch of a button on the player remote.

Toshiba's third generation family starts with the entry level HD-A3 player featuring 1080i output capability. The other two new models, Toshiba's HD-A30 and HD-A35, will output 1080p resolution (1920 x 1080p), the highest HD signal currently available. Both models are capable of outputing signals at 1080p/24 frames per second. The HD-A30 and HD-A35 models also feature "CE-Link" (HDMI CEC).

The top-of-the-line HD-A35 also adds support for Deep Color via HDMI allowing compatible display devices.

Additionally, the HD-A35 offers 5.1 channel analog output and High Bit Rate Audio (up to 7.1 channel) via HDMI. With content encoded in 7.1ch, this advanced surround sound is achieved through the HDMI connection bypassing the player's internal audio processor and sending the signal to a 7.1 capable A/V receiver.

All of Toshiba's third generation HD DVD players are refined with new cosmetic designs. Rounded edges, slim chassis (only 59.5 mm ? nearly half as tall as first generation players) and high gloss, black acrylic face plates create very sleek devices ? a perfect complement to Toshiba's award winning REGZA HD LCD televisions.

Using the Ethernet ports found on all Toshiba HD DVD players, once connected to the network, users can access bonus features, as available, from a movie studio's server. This data is then saved in the player's persistent storage and can be accessed by the user. In addition to accessing new bonus features, some HD DVD discs may include locked prerecorded content which can be unlocked with a downloadable key from the studio's online server. Web-enabled capability is now opening the door to a new entertainment experience beyond hi def video and audio.

Expected Pricing and Expected Availability:

HD-A3 ($299.99, October 2007)
HD-A30 ($399.99, September 2007)
HD-A35 ($499.99, October 2007)