HD-DVD has gotten a sad dose of high-definition reality.

In a story from Reuters, Toshiba Corporation "has slashed its sales target for high definition DVD players and recorders after disappointing sales in the U.S., putting a damper on prospects for one of its growth businesses."

"Sales in the U.S. have been slower than expected, and we are going to have to lower our U.S. sales forecast," stated Yoshihide Fujii, head of Toshiba's digital consumer business.

Under this new "sales target" Toshiba "now expects to sell 1 million next-generation optical disc players in North America by the end of calendar 2007, down 44 percent from its previous estimate of 1.8 million unit sales, a Toshiba executive said on Tuesday."

Previously, Fujii had "said he expected Toshiba to sell 3 million HD DVD players and recorders worldwide by the end of the business year to March 2008."

In the midst of this format war between HD-DVD and Blu-ray, Sony has set up "PlayStation 3 game consoles with Blu-ray drives, and Toshiba said last week it aimed to put disk drives for high-definition DVDs on all its laptop computers next year" but none of this has given either format the upper-hand they want.

"Consumers who are buying Playstation 3 are buying it as a game console. They're simply not buying it for watching as many high-definition movies as Sony said they would," offered executive vice president of Universal Studios Home Entertainment, Ken Graffeo.

Currently, "over 60 percent of all next-generation DVD players sold in North America were for the HD DVD format as of the end of May, not including game consoles, Fujii said."