According to The Hollywood Reporter, Japan's Toshiba Corp. said Wednesday it is delaying its launch of next-generation HD DVD players in the U.S. market to around February or March, revising its plan for a year-end start date.

Toshiba and Sony Corp., leading rival camps, have waged a three-year battle to have their different standards adopted for next-generation DVD technology, which promises much greater capacity for high-definition movies.

Toshiba, along with NEC Corp. and Sanyo Electric Co., has been promoting the HD DVD format, while Sony and Matsushita Electric Industrial Co. have been developing a technology known as Blu-ray. "We have been discussing with content holders the most effective way to launch in the U.S. market, and it will probably be in February or March," Toshiba senior vp Yoshihide Fujii told a news conference.