Following the news that Toshiba is to "step up" HD DVD promotion in the States, including an even more keen pricing strategy, it seems the same has already happened here in the UK.

Spotted recently in a Tesco superstore, the consumer electronics company is hitting rock bottom pricing for its next-gen hardware.

The HD-EP30 was launched in the UK in the autumn last year, offers 1080p image support and 24 frames per second playback rate as well as upscaling properties for normal DVDs.

The price of £179 is already low considering the RRP of £250, but add in the 1000 Clubcard points and seven free films and you're looking at practically fire sale pricing.