Just as they did this time last year when they officially announced the format, Toshiba and the HD DVD Promotion Group held a joint press conference today at IFA 2007.
After showing an expensive looking video clip to demonstrate the new digital technology, Yoshihide Fujii corporate senior vice president, president and CEO digital media network company Toshiba joked that the production costs were taken from his bonus.
Rather than focusing on the movie capabilities of the format, Fujii started by discussed HD DVD as an optical storage format.
He said as far as large capacity goes, HD DVD disks will "last for one hundred years".
The computer focus continued with the announcement that it plans to make HD DVD a mass market solution for laptops: "HD DVD is going mainstream for HD notebooks" was the big message.
How does a product go mainstream? Primarily price point, and like its HD DVD player pricing, Toshiba is attacking where Blu-ray is weak and has promised to offer notebooks with HD DVD drives for below 1000 euros in Europe.
70% of HD media on notebooks are HD DVD so the company say they are "starting from a high platform". Estimates are that by the end of 2007, there will be 30 million more HD DVD notebooks sold, with 16 million of those to consumer, not corporate customers.
An industry insider we talked to said: "This appears to be smart a move from Toshiba, and although an optical drive could be argued as a very different format to a next-gen DVD player, if it increases software sales, and take up of their next-gen platform among even a moderate proportion of those 16 million notebook customers, you could argue that HD DVD could win this 'war' by the back door".
Moving on to other products aside from HD DVD, Toshiba announced a number of "new" innovations to its TV lines.
Following manufacturers like Philips, Sony and LG, Toshiba announced that it is seriously developing "REGZA link" that will let consumers connect mobile phones, cameras, PCs, and DVD/HD DVD and then control via single remote.
As a further development of this technology, it was said that this will become via wireless HDMI in late-2008 or early-2009.
Although new to Toshiba, this is a development of the existing HDMI-CEC standard, the company stated in a slide within the presentation.
Other future innovations will involve televisions with improved processors (touted for 2009), more research into OLED, and ultimately, PC-like interactive televisions.
It was stated that HD DVD offers "ways to enjoy content not possibe with DVD", with Blu-ray references light on the ground.
Apparently 84% of televisions across Europe are now "high-def" with 5% Full HD. Linking with this stat nicely was the fact that 21 of Toshiba's models now offer full HD with 100MHz technology a growing prescence.
New glossy red and glossy black displays with a super thin frame (less than 2cm) called a "Picture Frame" were showcased as an example of Toshiba's more stylish offerings.