Liquid-crystal display (LCD) and plasma televisions are the latest consumer favourites in the home-entertainment market, according to executives Patcharawadee Wongpreecha and Daizo Ito.

Patcharawadee is marketing director of Mahajak Development - a local distributor of consumer-electronics products and sound systems - and Ito is chief executive of Panasonic Group in Thailand.

Ito said the decline in demand for sound systems was global and not unique to Thailand.

Demand in Asia has plunged 30 per cent, while in Thailand the fall has been 5 per cent, Ito said. Panasonic is reducing its worldwide production of sound systems and audio electronics. The company could not provide exact figures.

LCD and plasma television

manufacturers have improved pic-

ture and sound quality. Screens are now built with integrated, high-end audio.

Because consumers have to pay more for high-quality audio-visual systems their attention has been

taken away from standalone sound systems, explained Mahajak's Patcharawadee.

To tackle the sluggish demand, Panasonic will sell its sound systems in tandem with its Viera family of televisions. Sound equipment would be offered as promotion prizes or sold at special prices, according to Panasonic Siew Sales (Thailand), the group's audio-visual subsidiary.

Senior marketing manager Yuvanan Tangjaiyoo said this tactic would maintain sales.

Mahajak is more aggressive in its sound-system brand building. It arranges public events and advertises using new media favoured by younger consumers, like the Internet. Its main brands are JBL and Denon.

The company opened a shop in the exclusive Siam Paragon shopping complex in early December.

Patcharawadee explained demand from music professionals and studios remained constant while professional users continue to buy top brand names.

Nitida Asawanipont

The Nation