• by Wayne Friedman , Staff Writer, October 1, 2007

New entertainment hardware manufacturers are looking to toy around with your end-of-the-year gift needs. My suggestion: Keep to your old toys.

The battle is over new super-quality DVD players that play HD movies.  The choice -- between Sony Electronics-led Blu-Ray and Toshiba-pushed HD DVD systems - is one of the mind-teaser puzzles consumers will scratch and moan over the next several months.

Sales are limping along for each system, which means only one good thing:  entertainment hardware apathy.

The public's attention may be in others areas -- like getting their first digital video recorder (only 19% of the country has one); or their first iPhone; or that device that lets you look at any TV show from your laptop (Slingbox); or that device that lets you look at any Internet video from your TV (Apple TV).

Consumers can also get around this DVD decision altogether.  There are HD DVR players -- where customers can view HD movies - and HD TV set purchasing decisions to make.

The Blu-Ray/HD DVD war isn't close to the craziness of the Beta/VHS videotape wars of the '80s. There isn't a clear winner in terms of quality. Worse still, now experienced tech-minded and wary customers are too savvy to jump into any technology too quickly.

Who has the edge? Right now those Blu-Ray machines costs a bit more than the HD DVD. On Sony's side is that it already has a big base of users - Sony Playstation 3s can play Blue-Ray discs.

You've got to hand it to both Blu-Ray and HD DVD marketers -- both are giving away free movies with their hardware purchases with the hope of roping in customers. 

This kind of tease reminds me of another product marketers' schemes -- sending in the mail those free, new-fangled four, five, six, seven, whatever-number-blades, razor handles and complimentary razor cartridges. 

Once they use the free merchandise, consumers -- lazy bunch that they are --will hopefully and grudgingly stick with the new personal product toy, only needing to spend some $20 or more each time for razor cartridge refills.

Entertainment hardware marketers should note this marketing effort -- and try to do the same: Don't give away high-def DVDs. Give away high-def DVD players. Then have consumers pay triple the normal price for future super quality DVD movies -- perhaps only a few movies that they really want.

It's a win-win-limbo scenario -- consumers win; studios win a little; and equipment manufacturers end up in near-term limbo. But that's not all bad.

In that process, they'll grab goodwill from consumers, and get the chance to fight another day, charging even higher prices for the next new end of the season toy that will hopefully have a longer shelf life.

Wrap it up with a bow, and consumers might even buy it.