At Sony?s CES press conference on Sunday, the company?s CEO, Howard Stringer, predicted that the renewed impetus and support for the Blu-ray Disc format would attract an even greater range of manufacturers to the format, including lower cost manufacturers.

Right on cue, CES has heard of the first sub-$300 player, slated for introduction in the US market later this year. Funai Corporation, Inc., the North American sales and marketing subsidiary of Funai Electric Co., Ltd., has announced the introduction of its first Blu-ray Disc player (NB500 series) for the North American market.

The Company will begin production in the first quarter of 2008, and plans to begin selling the player at retail stores in North America during the second quarter. The retail price is projected to be under $300.

According to Funai company sources, "the player will support BonusView, the latest Blu-ray Disc format standard, and will allow consumers to fully enjoy the Blu-ray Disc HD experience. The product is expected to further stimulate the Blu-ray Disc market, and enable customers to appreciate movies and music with even higher resolutions and higher quality sound."