After being beaten up by Blu ray it appears that Toshiba has not given up on the development of technology that delivers high quality content to a screen with news that they will later this year they roll a DVD player capable of producing high-resolution images from regular DVDs that Toshibe claim will deliver the same quality as Blu ray.

According to Japanese news media, Yomiuri Online Toshiba plan to release a player that is compatible with the current DVD formats while delivering Full HD Blu ray quality playback.

Currently Standard DVD format is capable of playing back content at 350,000-pixel resolution. Blu-ray has a resolution of about 2 million pixels which is six times greater than the current format.

According to Yomiuri Online Toshiba's new technology has been made possible by developing a large integrated circuit that can instantly convert images produced in the current format into high-resolution images. This technology makes it possible to reproduce high-quality images comparable to Blu-ray video from current standard DVDs.

Toshiba President Atsutoshi Nishida is reported to have said that his company will not market DVD players that are compatible with Blu-ray, but instead they will launch a low cost solution that delivers the same quality as Blu ray. 

The new DVD players fitted with Toshiba LSIs could be up to 25% cheaper than Blu-ray models and is expected to go on sale by the end of 2008.

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