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Sony Cuts $100 from New Blu-ray Disc Player

4 Jun, 2007 By: Erik Gruenwedel

Sony Corp. June 4 added a consumer incentive for the launch of its second-generation Blu-ray Disc player by unexpectedly cutting $100 from the $599 suggested retail price.

The smaller BDP-S300 player, which includes advanced digital audio and video capabilities such as 1080p resolution and can be networked to Sony's Bravia LCD television, began shipping this week.

The player supports various video formats, including MPEG2, MPEG4 – AVC and VC1. It will be available at Sony Style stores, online and at select retail locations.

Sony first launched its BD-S1 player for $999 in December and currently sells an upgraded model for $799.

Beginning next week, Sony will offer a free firmware upgrade download for the BD-S1 (www.sony.com/blurayupdate) in order to accommodate Dolby Digital's improved audio codecs.

A standard bearer for the Blu-ray format, Sony is attempting to overcome flat PlayStation 3 console sales (that feature a Blu-ray drive) and jumpstart BD movie sales while remaining competitive with Toshiba's recent price reduction to $299 for its HD-A2 player, which includes a choice of five free titles.

Indeed, the format war remains firmly entrenched, with both sides upping the number of new and repurposed releases through the fourth quarter.

“The BD format gained great momentum in the past several months and we're going to capitalize on that with the new model,” said Chris Fawcett, VP of marketing for Sony Electronics' home product division.

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