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As the high definition DVD format war drags on, Toshiba and Sony are continuing to tweak their marketing campaigns in an effort to gain the upper hand for their respective formats. Toshiba is claiming that its HD-DVD format is gaining widespread favor in the overall market.
The high level of competition between these two companies has led to a sort of desperation that can be seen in their marketing campaigns in the form of posturing and making claims of success while taking actions that are indicative of acceptance of a certain level of failure. Toshiba is the party that’s guilty of most of this behavior.