The Hindu Business Line : Toshiba plans to launch flat TVs with upgraded tech

The basic version of the technology was developed and introduced last year specifically for the Indian market, based on a study which, according to the company, showed Indian consumers to be primarily sound-conscious. That version is currently available in 21-inch CTVs.

The yet-to-be-named technology will ensure still clearer sound, said Mr Rajesh Gupta, Country Manager, Kentosh Electronics India, which markets Toshiba's products in India. Toshiba India is said to have a 2 per cent share in the TV market.

Among its other plans, the company hopes to introduce LCD panels and unveil DVD players with upgraded features later this year.

The LCD panels, which are expected to hit the market by November-December, will be available at prices starting Rs 49,990. Mr Gupta said the panels will be marketed to institutions and corporations and retailed through exhibitions and select shops.

By October, upgraded models of DVD players will replace the current ones but the present price-points of Rs 5,990 and Rs 6,990 will stay, he said.

The company's TV sets are retailed through 2,500 outlets in the country while its DVD players are sold through 1,000 shops.

The company, which plans to spend close to Rs 15 crore on advertising this year, will bring out a new campaign shortly; Quadrant Communications is in charge of the creatives.

The company's earlier television campaign for the `Realism in Sound' technology, also crafted by Quadrant, bagged the best creative award during the Toshiba World Tour 2005, held last month, in which Toshiba's global representatives participated.

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