Toshiba may be plotting a "Blu-ray killer", and the techie world is waiting to see what it's going to come up with, but retailers stateside are putting all of their energies into supporting the Blu-ray format.
Wal-Mart, the world's largest retailer, is trying to counter general malaise about HD DVDs by offering incentives to buy Blu-ray players.
The price of Blu-ray technology is alleged to be putting punters off - especially those concerned about a credit crunch.
But Wal-Mart is now offering a $100 Wal-Mart gift card with the purchase of any Blu-ray player in its American stores from 8-14 June.
Reports Reuters, the retailer has also increased the brands of Blu-ray players it is selling, adding Magnavox, Samsung and Panasonic, and it will be offering select Blu-ray movie titles for $15.
No news on any such deals in this country though.