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— Kamal Narang

Mr Masaru Tamagawa, Managing Director, Sony India, in the Capital on Monday.

Our Bureau

New Delhi, Oct. 8 Sony India is betting big on its recently launched Bravia LCD televisions range to drive sales during the forthcoming festival season.

It will also invest Rs 30 crore in marketing and promotional activities for the range.

“We are focusing a lot on LCD televisions right now, to drive our sales for the upcoming festive season. In fact, even going by the industry statistics, Plasma and colour television sales have been dipping, whereas the LCD market is soaring,” said Mr Masaru Tamagawa, Managing Director, Sony India.

The company has earmarked an overall ad budget of $35 million, of which $10 million will be spent on marketing initiatives during Diwali.

“Our target audience for the Bravia range of LCD televisions is the Rs 10-lakh plus annual income group,” said Mr Tamagawa. In fact, the company that unleashed 15 models of the Bravia range, priced between Rs 27,990 and Rs 3,99,900, having slashed prices on the models by almost 10-15 per cent to suit the Indian market conditions, is aiming to capture 25 per cent of the overall domestic market by March 2008.

Sony India is also in talks with several broadcasters for developing High Definition (HD) television to extend its leadership in the segment. The company currently claims to capture 80 per cent of the global HD television market, and is planning to establish a strong base in India as soon as the Government allows HD broadcasting.

“We expect high definition broadcasting in India to start by 2009, and are currently talking to several broadcasters in the country for content creation,” said Mr Tamagawa.

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Sony bets on LCD TVs to drive festive sales

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