Marketing manager Metha Rojanachaichanint declined to reveal more detail about production capacity but said the new line would be completed next year.

The company's plant currently produces only cathode-ray-tube (CRT) televisions with a production capacity of 3 million to 4 million sets a year. But the company also sells 20-, 27- and 30-inch LCD and 42-inch plasma televisions, mainly imported from its base in China.

Manufacturing LCDs here will decrease transportation costs and eliminate the 20-per-cent import tax.

The LCD sets now cost Bt30,000, Bt50,000 and Bt80,000, respectively.

The launch will be made during World Cup 2006.

All of the production plans were initiated keeping in mind the idea of the Thai plant becoming one of TCL's 20 main plants in the world. Products from the plant will be distributed to all of the company's markets worldwide.

In line with the plant expansion, the company also plans for the first time to import its home-appliance products: microwaves, washing machines, irons, lighting fixtures and ice-makers.

This year, the company will also concentrate on building popular awareness after one year in the Thai market.

One of its strategies is to cooperate with DhosPaak - the World Cup's broadcasting agency - to set up a broadcasting centre that will receive signals from Germany and relay them to every television set in Thailand. It will also set up a press centre on the 25th floor of the Empire Tower.

Metha said the company had spent Bt100 million, half its total budget, to provide TCL products like televisions and computer notebooks to the press centre.

The company expects its sales this year to grow 50 per cent to Bt30 billion.

Nitida Asawanipont

The Nation