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Published on April 10, 2008

It plans to launch 12 plasma models in several screen sizes and stylish functions. As well, the new models will offer Time Machine TV and Edge technologies, serving upper-middle-income earners and what it calls "premium class" consumers.

LG's marketing drive will make the most of the Euro 2008 football event in June and the Beijing Olympics in August. The company's new Time Machine TV technology will allow recording of the entire event, as well as offering the later benefits of viewing it on a plasma screen.

The company will adjust its point-of-sale displays around the country to upgrade its look, as well as advertise in magazines and newspapers and tie up with television shows. Roadshows and marketing activities will also be arranged at major shopping malls and community areas.

Plasma sets were introduced to the Thai market several years ahead of LCD sets, but the inability of manufacturers to offer small plasma sets for household use turned customers away. Makers of LCD sets stepped into the breach with smaller sizes, cheaper prices and stylish designs, leaving LCD TV with 80 per cent of the market served by the two technologies.

Thailand's market for plasma television sets is expected to reach 60,000 units worth Bt2.48 billion this year. The country's total television-set market commands 3.3 million units valued at Bt30.77 billion.

"Thirty-two-inch screens are the major factor attracting consumers to LCD TV," said Chanchai Bhandhufalck, senior manager for audio-visual products.

The company expects its campaign not only to boost the popularity of plasma sets, but also to lift LG's leading share of the plasma-TV market from 35 per cent to 40 per cent.

Chanchai said the main manufacturers of plasma television sets should be capable of convincing consumers of the benefits of plasma over LCD. The four major players are market leader LG, Panasonic with 33 per cent of the market, Samsung with 29 per cent and Pioneer with 3 per cent.

Nitida Asawanipont

The Nation