The Associated Press reports that after Sony’s Blu-ray defeated HD DVD in the battle to define the next-generation high-definition video format, Toshiba went back to the drawing boards to come up with the XD-E500 DVD Player.

While it may seem that reverting to the DVD format may not be a bold enough long-term solution to combat Blu-ray’s advances, the AP reports that most U.S. consumers are content with the DVD format and only aficionados are willing to shell out the extra money for a still nascent format.

According to a company press release, in addition to upscaling to 1080p, the XDE (which stands for eXtended Detail Enhancement) enables users to select multiple enhancement modes that the company claims provide greater detail, higher contrast, and more vivid colors that bring the DVD format that much closer to an HD experience.

The AP reports that the XD-E costs $150—twice as much as a typical upconverting player, but less than half as much as a Blu-ray player. The report adds that in a demonstration of the XD-E500 to reporters, side-by-side with a $70 upconverting player, the XD-E player “produced a subtle but noticeable sharpening of the image.”

By continuing to advance technology for the “old reliable” DVD format, and not asking consumers to take a “leap of faith” by investing in an entirely new format, Toshiba likely aims to regain some of the reported $986 million (according to Reuters) it lost in its venture with HD DVD.

The AP report quotes Louis Masses, director of product planning for the audio and video group at Toshiba America Consumer Products, as saying: “If you want Blu-ray, go get Blu-ray. This product is meant to improve playback of DVDs.”