"We have been discussing with content holders the most effective way to launch in the U.S. market, and it will probably be in February or March," said Yoshihide Fujii, a corporate senior vice president at Toshiba.
Toshiba's strategy will likely be to launch high-definition DVD players in the United States on a wide scale rather than gradually, a sentiment that seems to be echoed by film studios. Mass production of the devices will likely start in mid-December, however the Japanese launch will still happen earlier - probably by the end of the year.
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