There is a price war happening on the home video front. Following Moser Baer’s aggressively priced DVD entry into the home entertainment marketplace, its competitors too are not taking chances. Moser Baer priced its DVDs at Rs 34 for a pop while VCDs at Rs 28. The company also recently launched some 75 Hindi titles, besides hundreds of titles in regional languages. 
Now the competition has responded. T-Series has cut DVD prices to Rs 45 on select movies and is offering a package of three films for Rs 75. Ultra has brought down the price of its old catalogues from Rs 300 to Rs 45 even before Moser Baer started the war. Another company Shemaroo Entertainment says it may follow suit. And that’s possible by mid-May, according to Atul Maroo, joint managing director, Shemaroo. Taurani, managing director, Tips Industries, says he will see how the response to Moser Baer pans out, and will decide a future course of action.