With seemingly having all but won the next-gen DVD format war, after Bros. sided exclusively with Blu-ray in January, we today learn that HD DVD format creator Toshiba is considering the complete end of the format.

This news comes as word reaches us that giant Walmart will exclusively promote Blu-ray releases going forward. and Best Buy have already sided with Sony's format.

The Hollywood Reporter is today even citing reliable sources who suggest Toshiba are also now ready to drop support of HD DVD, which now faces an almost impossible struggle.

"Given the market developments in the past month,"Toshiba's representative is quoted as stating, "Toshiba will continue to study the market impact and the value proposition for consumers, particularly in light of our recent price reductions on all HD DVD players."

News on this could be forthcoming soon.

This news is taken from our sister site tech.tm.

By Luke Guttridge