Sony have tried to gain the advantage once again in the "Next Generation DVD War" by cutting the price of their new BDP-S300 player. Sony have cut $100, the equivalent of £50 off their Blu Ray Player which cuts the price down to $499, half the price of the first Blu Ray Player. However, with Toshiba's rival HD DVD format player going for less than £300 at websites such as Play.com, there's no real advantage. Blu Ray does seem to have slightly more backers than HD DVD though, with Samsung, Dell, Apple, Disney and 20th Century Fox backing Sony Blu Ray while company's such as NEC, Sanyo and Universal Pictures prefer HD DVD.
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