Toshiba America Consumer Products has announced that it will showcase, at this year's Consumer Electronics Show, CES 2008, taking place in Las Vegas from January 7 to 10, a diverse line-up of consumer advanced technologies and systems. Just days after taking a severe hit with the HD-DVD format, the company put on a convincing display of technological power.

Just days ago, Warner Bros. Entertainment announced it would cease its support for HD-DVD in May this year. Starting with this month, Warner Bros. Entertainment will sell high-definition movies exclusively in Blu-Ray format. Losing Warner Bros. Entertainment’s support could mean the end of the war for Toshiba, the creator and the main supporter of HD-DVD format.

At the CES, Toshiba is to announce its impressive Spring 2008 LCD TV introductions, including 20 new LCD TV models in five distinct series.

"Toshiba REGZA LCD TV took a giant leap from 2006 to 2007, with growth far beyond that of the industry," said Scott Ramirez, VP of marketing at Toshiba America.  "With picture quality and design now taken to all-new levels for 2008, we are confident that we have an LCD TV for every lifestyle, which will turn our already strong momentum into all-new levels of sell-through."

Toshiba's REGZA CV510 Series feature 720p resolution, while the REGZA RV530 Series feature full-HD 1080p resolution. REGZA XV540 also brings Toshiba's improved ClearFrame 120 Hz Frame Rate with Film Stabilization and new 5:5 Pull-Down for clear fast-motion video. The Cinema Series REGZA XF550 is allegedly the world's thinnest LCD TV bezel at only 0.9".

MSRP varies between $429.99 for the 19" AV500 and the $3,199.99 for the top-of-the-line 52" REGZA XF550.

"We will assess the potential impact of this announcement with the other HD DVD partner companies and evaluate potential next steps," said Toshiba in a statement answering concerns about the HD-DVD format's future. "We remain firm in our belief that HD DVD is the format best suited to the wants and needs of the consumer."

Following Warner’s announcement, the HD DVD Promotional Group has decided to cancel 1:1 press meetings at CES, in addition to the press conference that was scheduled for this evening.

It’s clearly that the HD DVD camp was taken by surprise and Warner’s decision may impact also other CES presentations. For example, it was rumored that Microsoft was set to unveil an Xbox 360 with an integrated HD DVD unit. Microsoft, which is one of the supporters of HD DVD format, is selling already an external HD DVD unit for its gaming platform and it had heavily promoted Toshiba’s high-definition DVD format.