Toshiba fired a new salvo in its battle with the Blu-Ray format by announcing its third generations of HD-DVD players for US market.

All the three models are cheaper compared to their predecessors and Toshiba refined also the design with new changes like rounded edges, slim chassis (only 59.5 mm - nearly half as tall as first generation players) and high gloss, black acrylic face plates.

The entry-level model, called HD-A3, features 1080i output capability and it will be available for a suggested price of $299.99 in October 2007

Toshiba HD-A30 is the mid-level model, but it offers an output 1080p resolution (1920 x 1080p), the highest HD signal currently available and includes also  features "CE-Link" (HDMI-CEC), allowing two- way control between the HD DVD player and a TV through an HDMI connection. With a recommended price of $399.99 HD-A30 will be the first to arrive on the market sometime next month  

The top of the line, Toshiba HD-A35 includes all the features of HD-A30 and more. It has support for Deep Color via HDMI and offers 5.1 channel analog output and High Bit Rate Audio (up to 7.1 channel) via HDMI. With content encoded in 7.1ch, this advanced surround sound is achieved through the HDMI connection bypassing the player's internal audio processor and sending the signal to a 7.1 capable A/V receiver. The price of this player is $499.99 and it will be available in October 2007.

"With a majority market share in unit sales of next generation DVD players, consumers are speaking loud and clear, and they are adopting HD DVD as their HD movie format of choice," said Jodi Sally, VP of Marketing for Toshiba's Digital A/V Group. "Because of the proven manufacturing efficiencies of the HD DVD format, Toshiba can bring this level of innovation in technology to a new generation of players with cutting-edge functionality at affordable prices."

Last month Sony, the main supporter of Blu-Ray format, slashed the price of its BDP-S300 by $100, invoking lower-than-expected manufacturing costs.