Toshiba's first HD-DVD drive for the UK has been officially released to market.
The HD-E1 is the first of a series planned for the UK, and Toshiba hopes that 40 films will be available for viewing by the end of the year.
The drive will retail at approximately £450, which Toshiba claims is half the cost of expected Blu-ray players.
"The number of HD Ready TVs in the market is already significant and is continuing to grow," said Olivier Van Wynendaele, deputy general manager for HD-DVD at Toshiba Europe.
"Toshiba is committed to delivering a premium quality product at readily affordable prices, and we expect the HD-E1 to be the player that truly kick starts the next-generation HD-DVD market."
The company claims that the images the player displays are five times better than current technology.
The HD-E1 incorporates picture-in-picture video commentary, in-movie menus and an internet connection for the potential to access additional features.
Toshiba will launch a premium player, the HD-XE1, in late-January 2007 priced at around £649.