High Density DVD was led by Toshiba in the face of Sony’s rival Blu-ray format from 2005.
The natural successor to DVD was similar to Blu-ray technology and superior in some ways and even the name made more sense to consumers than the Sony Blu-ray format. The lack of support from movie studios and high price tag for players compared to falling prices for HD TV sets caused the format to fail and disappear in 2008 in the middle of a technology conference promoting the format. Executives were forced to abandon the format as key movie studios pulled support during the conference.
Strangely, more players were sold in the US as part of an affordable add-on for the Xbox 360 console, compared to standalone players.