Sony is helping drive the market for LCD-TVs towards larger models at lower prices with its low-priced Bravia 40-inch screen set, according to market researcher DisplaySearch.
Bravia is driving the LCD-TV mainstream to 40-inch screen sizes from 37-inch, according to DisplaySearch, part of the NDP Group.
"Sony has been very aggressive with their marketing. Their strength is their name brand. As soon as they dropped their prices, people rushed to buy," said David Hsieh, a vice president at DisplaySearch in Taiwan.
Sales of LCD-TVs overall are expected to reach 37.7 million units in 2006, up nearly 80 percent from 21 million units last year, according to the researcher.
"We're very optimistic about the LCD-TV market," Hsieh said. "Sell-through has been really strong."
By comparison, the company forecasts sales of PDP-TVs (Plasma Display Panel) to rise 56 percent this year to 8.9 million units, from 5.7 million units last year.
Sales of older CRT (cathode ray tube) TVs are expected to continue their decline to 139.9 million units from 155.4 million units last year.
Europeans have been the most active buyers of LCD-TVs over the past few years, said Hsieh, while the North American market is expected to grow faster as this year goes on.