The Hindu Business Line : LG to focus on flat TVs

"The sales of flat TVs outpaced conventional CTV sales last year, and we see a huge opportunity here. The intent behind this is clear. We see huge aspirational base for LCD TV and our offerings are targeted at them," Mr Sanjeev Ahuja, Product Group Head, Colour Televisions, LGEIL, told Business Line.

The company sold 24 lakh colour television (CTV) in calendar year 2004 of which seven lakh were flat TVs, and 17 lakh were conventional CTVs. The overall market share for the same year grew by 26 per cent; with flats TVs commanding 27 per cent market share, and conventional bagging a 26 per cent share.

According to company estimates, flat TV market is growing at a rapid rate of more than 100 per cent. One of the key drivers for this particular segment is lack of slim picture tube option in the market and urban markets showing limitation of household living space.

"We plan to drive the flat TV market by scaling up our initiatives around them. The first in series to this is offering the super slim TV," Mr Ahuja added.

The consumer electronics major has scaled up its target for flats as against conventional TVs. It has set a target of 35 lakh CTVs in calendar 2005 of which flats will eye 20 lakh units and conventional CTV will aim a modest 15 lakh units.

LG's super slim TV offering occupies 20 per cent less space i.e. 100 mm less depth than other models in the market, and has designs as similar as LCD TV. LG has currently introduced the model in the 21" category. The 29" category will be introduced in the second quarter of 2005. These products will be available to the Indian consumer at Rs 16,990 onwards.

"There is also an enthusiasm among picture tube manufacturers to go flat, as the manufacturing cost gap between normal and flats are narrowing," Mr Ahuja added, while suggesting that future lies in flat TVs.

The company currently sources its flat picture tubes up to 21 inches from Samtel, while all higher sizes are imported.

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