HD DVD gets cheap….and the Blu-ray camp fires back. Bloomberg Boot Camp, a report on today's technology. We've already seen one holiday season special….where a Toshiba HD DVD player was cut to under one hundred dollars. And it may not be difficult to find players routinely selling in the two hundred dollar range. HD DVD is the high definition format backed by Toshiba, Microsoft and Intel. They've been pulling out all of the stops in the battle against the rival Blu-ray format backed by Sony, Samsung and Panasonic. Prices on the Blu-ray side are coming down too….but not anywhere near that 100 or 200 dollar level. About the continuing battle Sony Electronics President Stan Glasgow says….

"I think it's very bad for the consumer and the industry. You've got a hundred and seventy companies in the Blu-ray camp. And you have two companies pushing HD DVD. When an iPod is going to cost 199 dollars…and you have a major new technology product like advance high definition DVDs coming in at sub 200 dollars, something is abnormal. And it's not good for the consumer and the industry." How does this battle reach its conclusion? "It reaches its conclusion by the 170 companies stepping it up another notch and making sure that they do the right thing for the consumer and the market place and end this war."

How will that happen? Glasgow says content will be the deciding factor. Bloomberg Boot Camp, I'm Fred Fishkin