It’s official… again. Toshiba really is shutting down production of their HD DVD players.

The news first broke over the weekend that the electronics giant was planning to give up and scrap the format, but then on Monday Toshiba insisted the rumors were false and that they’d make a real announcement later in the week. Well this morning in Japan they at last made an official announcement, and that announcement is: No more HD DVD.

Here’s the official word from Toshiba’s just sent out press release: “We carefully assessed the long-term impact of continuing the so-called 'next-generation format war' and concluded that a swift decision will best help the market develop,” said Atsutoshi Nishida, President and CEO of Toshiba Corporation. "While we are disappointed for the company and more importantly, for the consumer, the real mass market opportunity for high definition content remains untapped and Toshiba is both able and determined to use our talent, technology and intellectual property to make digital convergence a reality.”

Case closed. Toshiba plans to lower its output of HD DVD players and then discontinue them entirely after March 2008. No more HD DVD players means no more HD DVD. Enjoy Blu Ray.