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Manufacturers betting big on slim CRT TV
The focus is back on the cathode ray picture tube (CRT) in the television manufacturing segment. Manufacturers are now betting big on an emerging segment known in TV circles as the “slim” CRT TV version. The CRT category is of three types: curved, flat and slim. Production had initially started off with the curved version years back. In the last eight years, the preference in the marketplace has shifted from the curved to the flat picture tubes, hi the last one year or so, technology improvements have led to the emergence of the slim category, which is now rapidly becoming the preferred choice.
Companies like LG, Samsung and Haier who have been the first to introduce the slim CRT tubes into the marketplace, are now delighted at the growth that’s been witnessed. Estimates are that the slim CRT will capture a 10% market in the next two years alone.
There were about 1 lakh units of slim CRTs sold in 2006. This year, turnover is expected to go up to 4 lakh units. Television sets which have slim CRTs installed resemble the far costlier LCD TV so much that manufacturers of slim CRT TV models are now trying to position these as aspirational items. Samsung India thinks that the slim CRT TV will be the prime growth driver in the mass market in the days to come. “The slims are more like the LCD category in look and shape. There is already a dramatic shift from conventional CRT to slim CRT. We expect 50 % market share in this segment this year,” said Samsung India deputy managing director Ravinder Zutshi. A typical 21 -inch flat is sold to consumers at Rs 9,000 while a slim is sold at Rs 12,000. Ail LCD model is priced about Rs 21,000. “The price gap between a conventional CRT and a slim will further narrow in future and this will push up sales. We will launch a new line of slims just before Diwali,” said Pranay Dhabhai, director, Haier India. “As die price gap narrows, slims may eat into the pie of flats, “said K.S. Raman, noted industry analyst.”The challenge is to grow the slim at a faster rate as the next level of up gradation between conventional CRT and LCD/ said Sandeep Tiwari, marketing head, LG Electronics India. Incidentally, the transition from curved to flats was at a much faster pace than from flats to the slims so far.
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