Company still planning to air Super Bowl spot

Call it a Hail Mary pass.

Toshiba hasn’t let Warner’s recent Blu-ray endorsement derail plans to advertise its HD-DVD players during the Super Bowl. Toshiba decided to proceed with its 30-second spot touting the high-def format despite the setback.

It’s just the latest facet of Toshiba’s never-say-die approach: The manufacturer has been drastically slashing player prices, hoping to turn the format war in its favor.

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