Japan's Toshiba Corp. will launch its own-branded Blu-ray DVD as early as by the end of this year.

Toshiba's current decision to enter the Blu-ray DVD market marks the final end of the format war between HD DVD and BLU-ray.

Although details about Toshiba Blu-ray player are scant, yet the model number is expected to be 18.

As per some analysts, rocketing Blu-ray sales allured Toshiba to enter the Blu-ray market.

Earlier, Toshiba Corp. posed against Sony corp.'s Blu-ray system by developing its HD DVD format, but the company could not get the desired results and took a U-turn.