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Toshiba Tours America To Promote The Launch Of HD DVD Players

"A Defining Moment in Home Entertainment," promotional tour debuts Toshiba HD DVD players in over 40 cities across the United States as part of Toshiba's pre-launch activities for HD DVD.

WAYNE, NJ - FEBRUARY 21, 2006 - Toshiba America Consumer Products, L.L.C. ("Toshiba"), announced today details of an integrated marketing communications plan to launch its line-up of HD DVD players. The Toshiba HD DVD players, models HD-XA1 and HD-A1, will be the first HD DVD players to hit the U.S. market and will begin shipping to retailers in March of this year.

The multi-tiered initiative is designed to educate retail salespeople, provide them with support materials to aid in the sale of the HD DVD players and continue to increase consumer awareness of HD DVD players.

A dedicated teaser web site was the first component of the launch program. Launched in November of last year, the website began providing information to consumers about the major characteristics and advantages of the HD DVD format and started a dialogue between Toshiba and consumers showing interest in HD DVD products.

The next phase of the integrated marketing communications plan in support of the launch of Toshiba HD DVD players will consist of a consumer and retailer tour, targeting over 40 cities across the country. Beginning on February 20th and continuing through April, Toshiba will conduct consumer and media demonstrations, as well as sales and product training for selected electronic retailers.

"The introduction of HD DVD is an exciting milestone in the evolution of Home Theater. Partnering with key retailers in major markets across America, this tour will help Toshiba deliver the product information our customers want in a face-to-face environment that allows them to interact with Toshiba on a more personal level, a key objective of our overall integrated communication efforts said Tina Tuccillo, Vice President of Marketing Communications for Toshiba America Consumer Products. "We also realize that not everyone can attend an in-store demonstration of HD DVD. That is why this tour is only one component of our integrated plan to promote the introduction of HD DVD in the U.S."

A Fully Integrated Campaign
In addition to the tour, Toshiba's multi-tiered HD DVD marketing initiative will include an extensive advertising campaign. The print, online and television ads will target the ever-growing number of HDTV consumers, and will be running during the tour. The campaign will also be supported by collateral materials as well as a specially designed Toshiba HD DVD micro-web site, all aimed at educating the consumer on the benefits of HD DVD. The micro-site will include product and software information along with up to the minute details on upcoming product demonstrations, and where to pre-order players.

"The HD DVD micro-site is ideal for customers who would rather learn about HD DVD on their schedule, from the comfort of their homes, said Ms Tuccillo. "This format allows us to deliver frequent updates and promotional information to our customers, wherever they need it and wherever they are."

The HD DVD format is the next-generation DVD format defined by the DVD Forum, the international organization that determines DVD specifications. The Forum has approximately 240 member companies around the world, including major Hollywood studios and leaders in the CE and IT industries.

With key support of Microsoft, HP, Sanyo, NEC and many other IT and CE companies, and major movie studios including Warner Bros., HBO, New Line Cinema, Universal Studios and Paramount Pictures, HD DVD hardware and software is ready to become the next generation of home entertainment by providing the final piece of the total High Definition Home Theater system, while providing the performance and capacity IT developers need to create the new products their customers demand.

Full Retail Support
In addition to the retailer training included in the tour, Toshiba will offer in-store product displays designed to enhance the HD DVD in a retail environment. The display gives the retailer the flexibility to add HD DVD software adjacent to the display and will work in conjunction with Toshiba's existing HDTV in-store presence.

"A major component to the success of HD DVD will be a strong presence and understanding by our key retail business partners, who's role will be critical to consumer adoption," said Jodi Sally, Vice President of Marketing, Toshiba America Consumer Products Digital A/V Group. "With our strategic, integrated marketing initiative and the support of our many promotional and retail partners, we are poised to lead the way into consumers' homes with a next generation of DVD technology."

Toshiba HD DVD Players
Toshiba's new HD DVD players provide outstanding visual quality supported by leading-edge video compression technologies. To deliver a superior entertainment experience, the players include the capability to support Advanced Navigation, also referred to as "iHD" offering unique interactive features. Because the HD-XA1 and HD-A1 are backward compatible, users can continue to enjoy their libraries of current DVD and CD software. Both models connect to HDTV sets via a High Definition Multimedia Interface (HDMI™) and output copy-protected HD content (through the HDMI output) in the native format of the HD DVD disc content of either 720p or 1080i. Standard definition DVDs can be upconverted for display at 720p or 1080i (through the HDMI output).

Expected Pricing and Availability: HD-XA1 ($799.99, March 2006); HD-A1 ($499.99, March 2006)

For detailed information on Toshiba's line of HD DVD players and the HD DVD Tour please visit: www.hddvd.toshiba.com

Design specifications and dimensions are not final and subject to change. Firmware upgrade required for full interactive features. Because HD DVD is a new format, certain disc, digital connection and other compatibility issues are possible. If consumers experience compatibility problems, they should contact Toshiba Customer Service.

Toshiba HD DVD Tour Schedule - Press Opportunities
Chicago, IL - March 1, 2006, Abt Electronics - Glenview, IL

About Toshiba America Consumer Products, L.L.C.
Toshiba America Consumer Products is a limited liability company, owned by Toshiba America, Inc., a subsidiary of Toshiba Corporation, a world leader in high technology products with subsidiaries worldwide. Toshiba America Consumer Products, L.L.C. is a pioneer in DVD and DVD Recorder technology and a leading manufacturer of a full line of home entertainment products, including flat panel TV, rear projection, direct view televisions, combination products and portable devices. Toshiba America Consumer Products, L.L.C. is headquartered in Wayne, New Jersey. For additional information please visit www.tacp.toshiba.com.

© 2006 Toshiba America, Inc. All Rights Reserved.