“We will be highly focused this year on moving forward with a lower-priced, mass appeal High-Def unit, which will allow us to much better participate in the HD television trend,” said Rogers to analysts in a recent earnings report.
How much lower? They won't say, but given the quickly rising popularity of HD displays, both for TVs and computers, they have a lot to contend with. The company is outright admitting they aren't able to compete and have been losing sales, even when HD wasn't as popular. There are many caveats to capturing and storing HD content, especially in the realm of processing power to encode the content and storage space to keep it for later – even 30 minute TV episodes are massive when compared to standard def content.