Sony says it will likely offer a Blu-ray high-def disc player this year for about $300, according to Broadcasting & Cable Magazine.

The entry-level Sony Blu-ray player now has a suggested retail price of $399.

But in a meeting with reporters today in New York, Sony Electronics COO Stan Glasgow said that price will fall in the "$300 range" in 2008.

However, in past statements, Glasgow has underestimated how rapidly Blu-ray players would fall in price. He said roughly a year ago that it would take 2-3 years before player prices hit the $299-399 range.

Countering Glasgow's remarks today, some analysts have speculated that Blu-ray makers will offer a sub-$200 player this holiday season.

Despite Toshiba's recent decision to exit the HD DVD business, Glasgow said Blu-ray's battle has just begun.

Noting that many consumers are content to use standard-def or upconverting DVD players, he said Blu-ray supporters have to "convince people of the value of High-Definition."

Glasgow said Sony and other Blu-ray makers will attempt to convince consumers that 1080p HD video is far superior than the standard-def DVD, B&C reports. Blu-ray discs can display in 1080p on 1080p HDTVs.

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