Dissatisfied with their defeat in the high definition format war, Toshiba looks to give Blu-ray a run for it’s money with their new XD-E500 DVD player. Utilizing specially designed XDE technology, the XD-E500 upscales standard definition media to match that of it’s HD successors.

In leui of the player’s release, Toshiba is offering buyers a years worth of movie rentals from lovefilm.com, an estimated ?100 value.

The XD-E500 is on sale now at major retailers with an ESRP of ?119.99, because who needs Blu-ray anyways?