Because HD DVD Discs spin at higher revolutions than a standard DVD, accurate mechanical engineering went into the chassis design of both models. A double chassis construction is employed to add stability and strength against vibrations and the HD-XA1 adds insulated stabilizing feet to provide a steadfast foundation for the device.

High Definition Market Launch

Toshiba also unveiled an extensive integrated marketing communications campaign to support the launch of its first HD DVD players. The multi-tiered campaign is designed to create consumer awareness for HD DVD and to support retailers with promotional and training activities.

A teaser micro-site was recently launched with the release of a full micro-site to follow.

The current teaser micro-site has been designed to educate consumers on HD DVD, and the launch of the full micro-site will include pertinent product and software information with links on where to buy, options for pre-ordering players, as well as listings of where to see product demonstrations.
 
Toshiba also announced a retail demonstration plan which will target the top 38 TV viewing markets in the U.S. beginning in February, 2006. In advance of the actual product launch in March, Toshiba’s 38-city "road tour" will include consumer demonstrations and retailer training at many of the top electronics retail outlets nationwide.

Beginning this Spring, an extensive advertising campaign titled, "So real you can feel it," will target the HDTV consumer. This campaign will be supported by continued consumer education through the use of HD DVD collateral materials to help make consumers aware of the benefits of HD DVD.