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8/6/2019 Color TV Annual Report 2010
http://slidepdf.com/reader/full/color-tv-annual-report-2010 1/4
The Indian CRT CTV market stands at
18 million sets in 2010, registering a
decline of 4.6 percent over last year.
This is inclusive of 5 million sets supplied
to Electronics Corporation of Tamil Nadu
(ELCOT) for free distribution by the Tamil
Nadu government.LG, Videocon Group brands, and Samsung
together account for 50 percent of the vol-
umes market. ELCOT procurement account-
ed for 28 percent of the CRT market. Onida,
at sales of 1.4 million sets, accounted for 7.8
percent.
The balance 13.9 percent of the market com-
prises some national brands, some regional
brands, and some wholesale markets like
Lajpat Rai in New Delhi and Lamington
Road in Mumbai. Panasonic, Haier, Weston,
Philips and Salora each in the 2 million sets
vicinity, and Sharp, T-Series, Beltek, TCL,
Oscar, SVL, MEPL, Futec, and Moser Baer
are at sales level of 60,000–120,000 sets each.
Other brands with presence are Crown, Ge-
nus, LB, Daenyx, Jolly, and MEPL.
Philips, Toshiba and Akai have recently re-
launched their products, and 2011 will be
the year to watch these brands closely. Hi-
tachi TV did not have appreciable sales as
its products were not available. Intex has
launched its CTV models in October 2010.
Size-wise sales indicate that 14-inch TVs re-
mained a popular choice commanding 51.5
percent of the market, The ELCOT procure-
ment is wholly in 14-inch screen size. The
mid-size segment had a 46.7-percent share.
With increasing popularity of LCD televi-
sions, the large screen CRT sets have been
reduced to a miniscule 1.8 percent market
share.
Slim and ultra slim TVs have emerged as
growth areas in the CRT segment. The ma-
jor growth for this segment is likely to come
from the tier-II and tier-III cities, and rural
markets, which are growing signicantly.
LCD TelevisionsThe LCD television market in India in 2010
is estimated at 3 million sets. It doubled it-
self from 1.5 million sets in 2009.
The three brands, Samsung, LG and Sonycontinue to dominate the segment with a
combined market share of 72.5 percent.
They are each in the sales vicinity of 0.7-
0.75 million sets. The balance 0.825 million
sets are accounted by Videocon, Onida and
Haier, among others.
With LCD TV sales in India gaining momen-
tum, 2010 will perhaps be the last year that
cathode ray tubes can lay claim as the lead-
ing television display type in the country on
a revenue basis. LCD TV revenues are ex-
pected to rise to `12,000 crore in 2011, up
by a stunning 60 percent from `7,540 crorein 2010.
Having said this, 2010 did not meet the
expectations of Indian LCD TV marketers.
The consumer, they assert, seemed to be
confused between LCD and LED choices.
Conversions and upgrades from CRT tele-
visions to LCDs were slow. The year 2011
will nd a spurt in sales for two events, the
Cricket World Cup and the Diwali festive
season. The LED contribution is expected to
increase in 2011, with makers rationalizing
the prices of this category.In terms of LCD TV sizes, 32-inch models
have been the most popular, with a 41-per-
cent unit share. 24-inch or smaller sets ac-
counted for a 36-percent market share. Cur-
rently, 21-inch and smaller screen CRTs are
the most common televisions in India. For
this reason, it is expected that 22-inch and
24-inch LCD TVs will be an important prod-
uct in the Indian market.
BrandsLG dominates the CRT segment with a 20.5-
percent market share. Its emphasis is the
Color Televisions
52 | TV VEOPAR JOURNAL | APRIL 11 | adi-media.com | An ADI Media Publication
8/6/2019 Color TV Annual Report 2010
http://slidepdf.com/reader/full/color-tv-annual-report-2010 2/4
ated in China and promote Chinese
brands on global basis. The company
has launched LED, 3D and Internet
LCD for the premium consumer and
also made signicant inroads in the
rural markets, with 70 percent of its
contribution from tier II and tier III
cities, and rural sector.
Philips TVs are fast becoming popu-
lar amongst premium consumers. Its
agship model Cinema 21:9 TV, 15
models of LED, eight models of LCD
and ve models of ultra slim TVs are
positioning the company as a high-
quality premium brand. A unique
four year warranty, a free LCD TV
and DTH connection clubbed with
some premium products are gettingattention.
Toshiba with its three-dimension
strategy for the Indian market,
Range, Value and Speed has seven
new series with more than 20 models
planned for launch in early 2011.
2010 has been the year of channel
expansion for Weston. With a to-
tal production at Dixon of 1.2 mil-
lion sets, 950,000 sets as contract
manufacturing and 250,000 sets as
Weston brand, the company is in an
aggressive mode. Lighting, washing
machines, and set-top boxes are the
other focus areas.
Sharp is geared up for robust expan-
sion plan in India in a phased man-
ner. Its Quattron range of televisions
is a differentiator and offers four-col-
or TVs, based on proprietary UV2A
technology.
Akai has an entire range of LCD and
LED models for the tier I and tier II
cities and competitively priced CRT
CTVs for tier II and tier III cities,which Akai markets through its dis-
tributors.
Global scenarioThe global television market was 247
million sets in 2010, a 17-percent
hike over 2009 - the best growth since
at-panel TVs were introduced.
LCD TelevisionsLCD continues to dominate the TV
market worldwide, accounting for at
least half of the total TV market in
The mantra is to cover every dealer
with every product at every time.
Panasonic follows a dual strategy for
tapping different types of consumer
groups. Its product portfolio has a setof products for high-end and also for
high-volume segments. Its plasma
range is popular. Localization is the
route the company follows and 2010
saw new product launches developed
for the Indian consumer. With a mis-
sion to upgrade the lifestyle of the
Indian consumer, the company lays
emphasis on eco ieas and eco-friendly
products.
This year Haier adopted an aggres-
sive marketing strategy as a step to
strengthen and combine the brandimage in India. You inspire us and
John Abraham did wonders for the
company image. Haier has expanded
its presence in the country with the
opening of 85 Experience Centres,
and 500-plus planned in 2011.
TCL is slowly building a world-class
brand by focusing more into its mar-
keting activities. The company is now
becoming aggressive in marketing
and selling products under its own
brand, around the world to complete-
ly transit from Made in China to Cre-
premium segment has been on full
LED LCD television sets. The mar-
keting strategy was woven around
the sure-shot combination of Bolly-
wood and cricket.
Videocon’s core strategy in 2011 is
to improve the brand image and
increase market share. The group
has chalked out a bi-polar strategy;
wherein premium image will be built
through aesthetically and technologi-
cally superior products and volumes
driven through a frugally innovative
range to cater to the mass market.
The trade network is being expanded
as also more number of exclusive re-
tail outlets, NEXT and Digiworld be-
ing added. The company is setting upanother new manufacturing facility
at Manamadurai.
Samsung is looking at growing its
CTV sales based on new product and
technology introduction; strengthen-
ing its product display at multi-brand
counters and enhancing penetration
in the semi-urban markets.
The Onida Group, includes the brands
Onida and Igo. On the occasion of
having completed 30 years, the com-
pany launched a range of innovative
products across various categories.
An ADI Media Publication | adi-media.com | APRIL 11 | TV VEOPAR JOURNAL | 53
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all regions except Asia Pacic. Even
with the strong demand growth for
LCD TVs worldwide, sales have been
lower than as expected by manufac-
turers, and the resulting rise in glob-
al LCD TV inventory during Quarter
3, 2010 has led to more vigorous price
erosion during Quarter 4, 2010. LCD
TV market is expected to rise from
190 million in 2010 to 215 million
in 2011, although an increase in the
rate of ASP erosion will lead to the
rst ever revenue decline in the LCD
TV category.
Japan has been a spotlight market
for LCD TV growth in 2010, with
the market forecasted at 22.6 million
units, an increase of 80 percent from2009 due to the Eco-Points stimulus
program. That program will end in
2011, so the LCD TV market is ex-
pected to fall sharply. European LCD
TV market has been fairly robust in
2010, but growth will fall from double
to single-digit rates over the next few
years. Also in 2011, emerging regions
will overtake the developed regions
(Japan, North America and Western
Europe) in total LCD TV unit volume
as the growth focus shifts to the coun-
tries with lower at panel TV pen-etration.
While the worldwide market for TV
sets is strong, it has been a tougher
road for North America, rising just
0.4 percent through the rst three
quarters of 2010. As unemployment
remains high and consumers remain
sensitive to price, budget-conscious
consumers have been surprised by
limited price declines, partially in-
uenced by a much stronger mix of
advanced TV technologies introduced
this year like LED backlights, 3D,
and Internet connectivity which offset
any price declines. A decline in LCD
TV panel prices is expected to slow
down in Quarter 1, 2011 as a result
of better-than-expected TV demands
during the year-end shopping season
in the US. A soft landing may be pre-
dicted, with the average unit price of
LCD TV panels expected to fall at a
slower rate of US$ 5–10 per month
compared with Quarter 4, 2010.
LED backlights have been a key
trend for LCD TVs in 2010, and their
penetration into LCD TV market will
rise to 20 percent globally due to more
attractive pricing, especially in the
second half of 2011, with uorescent
backlights taking a back seat. More
than two-third of the total market for
large-sized LCD panels in 2011 will
incorporate LED backlights, up from
less than one-half in 2010. An esti-
mated 67 percent of large-sized LCD
panels will use LEDs in 2011, com-
pared to 44 percent in 2010.
This is possible due to rapid decreas-
es in the premium for LED models
from highs of 100 percent during
1H 2010, to less than 50 percent in
2011; for some sizes and frame ratesit will fall to nearly 20 percent. LED
backlighting is expected to continue
to grow in product line representa-
tion in the long run due to its energy
savings and ability to achieve a thin
form factor. Though LED continues
to come at a premium, the cost differ-
ential will erode and it will gradually
replace traditional backlighting in all
but low-end models over the time.
LED Televisions
Globally, LED televisions have beenthe star product of the electronics in-
dustry in 2010, mainly due to their
picture quality which is far superior
to traditional LCD TVs. The origi-
nal premium price on LED TVs has
fallen rapidly, and further price cut-
ting is expected in 2011. LED TVs are
expected to take 40 percent of the TV
market in 2011, up from 20 percent in
2010 i.e. 49.4 million units, and will
ramp capacity 30 percent in 2011 af-
ter ramping it 30 percent in 2010.
Demand for LED LCD TVs has been
on the rise, but sales have been stunt-
ed by the fact that key components,
such as light guide plates (LGPs), are
in short supply. This is set to contin-
ue well into 2011, causing concern for
many in the industry. Manufacturers
of LGP have been attempting to deal
with the problem by turning their
diffusion plate lines into LGP lines,
increasing competition dramatically,
but still failing to meet the increasing
demand. A slight ease up on demand
has recently helped, forcing many re-
tailers to sell off overstocked units at
sale prices. This has resulted in some
manufacturers producing less LGPs
than their capacity allows. However,
this slowing demand is expected to
change for the worse in 2011. It is ex-
pected that 78 million units of LED
LCD TVs will be sold in 2011, double
that of 2010, while the edge-type LED
LCD market will boom, thanks to in-
creasing demand. The slowdown in
production of LGPs could have a det-
rimental effect on the market when
things pick up, as there simply will
not be enough to go around.
With the market expected to double
in 2011, supply of LGPs and rawmaterials will be essential. To ease
the problem some LGP manufactur-
ers are attempting to make slimmer
LGPs, which will utilize less raw ma-
terials and, therefore, result in more
end products. Many LGP makers
are still producing the plates with a
thickness of 4 mm, despite the ability
to lower this to 3.5 mm or even 3 mm
and save the extra raw materials for
other LGPs. Manufacturers of LGPs
are also experimenting with new pro-
cesses and the development of newmaterials, which could help the situ-
ation. Some are also increasing the
brightness of their LGPs, but this is
unlikely to have a positive effect on
the supply.
3D TelevisionsInnovations as 3D were introduced
to capture consumers’ attention and
drive strong growth in 2010, but sales
of 3D TVs disappointed many brands
and retailers at around 3 million unitsworldwide, largely due to pricing fac-
tors. The industry seems intent on re-
ducing the cost of going 3D as well as
tackling negative consumer attitudes
toward the expense and hassle of ac-
tive shutter glasses.
Standard factors for televisions such
as screen size, display thickness, and
the quality of image will soon peak,
and 3D capability will be added in
by manufacturers to compete in the
market. 3D TV will continue to pro-
54 | TV VEOPAR JOURNAL | APRIL 11 | adi-media.com | An ADI Media Publication
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vide premium brand CE manufactur-
ers with a way to differentiate them-
selves from the competition and add
value for consumers.
Toshiba’s announcement of autoste-reoscopic or glasses-free technology
might be discouraging for some con-
sumers still to get into the new gener-
ation of 3D TVs. But the glasses-free
technology is still around four years
away from being used on large home
TV sets.
While the long-term market pros-
pects for 3D televisions remain
bright, short-term setbacks have
caused the consumer electronics in-
dustry to re-evaluate the product. At
CES 2011 too, the brands chose to de-emphasize 3D TVs as a product offer-
ing and shifted discussion instead to
3D as a feature to be promoted inside
televisions, which consumers can use
as a preference. Much of the activity
relating to televisions focused on the
three types of 3D that will be offered
to consumers: active, passive and
glassless 3D. Such a range of choices,
however, will only serve to create con-
fusion among consumers and further
delay purchase plans that buyers
might have. An aggressive push couldbe discerned by some brands toward
pattern retarder or passive 3D tech-
nology sets. The biggest advantage of
these sets is that glasses are easy to
wear and prices could be affordable.
And although issues exist with pas-
sive 3D, they can be overlooked as
the technology is thought to provide
an adequate 3D viewing experience
at affordable prices to consumers.
3D is here to stay, and consumer adop-
tion will increase as prices become
more affordable and content becomes
available. However, the industry’s
vision of how 3D will be delivered to
consumers is changing. At present,
most consumers are unwilling to
spend additional money for a televi-
sion set that lacks content, requires
viewers to wear glasses and includes
hidden costs such as buying a 3D Blu-
ray player or more glasses. However,
positioning 3D as an added feature
can empower consumers to choose
whether they wish to have access and
use the technology. Also of interest in
recent developments is that amongtelevision brands that plan to intro-
duce 3D TVs in 2011, many are tier
II and tier III brands such as Coby,
Hisense and Polaroid. To be sure,
the TV market will need some time
to perfect both picture-viewing qual-
ity and price to t consumer demand,
even as 3D companies continue to in-
novate and experiment in new areas
to keep up with those demands.
Smart TV
While Internet-enabled television(IETV) was highlighted in 2010, the
term smart TV appeared to be used
by every brand despite the differenc-
es in denition for the feature. For
all intents and purposes, a smart TV
seems to be an IETV set with brows-
ing capabilities, either partial or
complete, and features an expanded
application suite and the availability
of a software development kit (SDK)
for application developers and ad-
vanced remote. The precise denition
of a smart TV could be narrowed intime to a number of specic applica-
tions-more than likely encompassing
Internet browsing, social network-
ing, gaming, health and tness, and
specic platform use. Overall, these
sets are seen to improve and offer in-
creased interactivity.
Plasma TV Demand continues to be very robust
in 2010, helped by the fact that con-
sumers are still looking for strong
value, and plasma TV has maintained
its rate of price decline. Plasma TVs
were well-suited for consumers’ pur-chasing habits in 2010, providing the
most affordable large at panel TVs
for many consumers. In addition,
the strong industry push for 3D TV
helped, as some reviewers and con-
sumers concluded that plasma TV
had superior 3D performance com-
pared to LCD TV, at least in terms
of icker.
While 3D has not played a big role in
the growth of plasma shipments, it
has helped to support plasma TV in
the competition with LCD TV. With
3D functionality, plasma can re-posi-
tion itself as a lasting technology in
the TV industry. In fact, plasma TV
brands are entering 2011 with 3D
across their product portfolios, from
42-inch HD to 152-inch.
LCD Remain at top of the wish-listDespite all the innovations, a contin-
ued focus by consumers and manu-
facturers on affordable low-end and
mid-range TVs is expected to drive
the bulk of TV shipments. LCD TVs
are replacing older CRT TVs for a
number of reasons. LCDs take up
less space than the bulky tube TVs,
consume less energy and are free of
the harmful radiation that is emit-
ted from cathode rays in tube TVs.
As a result, the sleek, energy-efcient
LCD TVs have been at the top of the
wish list for many consumers around
the world.
Research conducted in February
2011
An ADI Media Publication | adi-media.com | APRIL 11 | TV VEOPAR JOURNAL | 55