Toshiba UK has no comment on fresh, widespread speculation that the company is just weeks away from pulling the plug on the HD DVD format, other than claiming "it's business as usual."
A spokeswoman for the company's London PR agency, Nelson Bostock, told us: "We are aware of the speculation, but have no comment – there is no information I can give you at the moment."
Speculation is mounting of a final decision on the format's future after a report by The Hollywood Reporter that Toshiba is close to dropping HD DVD.
But Jodi Sally, vice-president of marketing for Toshiba America Consumer Products, said: "Based on its technological advancements, we continue to believe HD DVD is the best format for consumers, given the value and consistent quality inherent in our player offerings."
Following the decision in January by Warner Bros to drop HD DVD in favour of Blu-ray, Toshiba slashed the price of its players in the US and UK.
Earlier this week two major US retailers, Best Buy and Netflix, increased their support for Blu-ray, and Harman Kardon announced it would unveil a Blu-ray player at the IFA Show in Berlin this September.