Samsung pioneering new-technology LED TV sets

"Launching innovative series like LED TVs is a key strategy for achieving the company's target this year amid the gloomy economic situation," said corporate marketing director Wichai Pornpratang.

He said Samsung was the only television manufacturer now introducing new products into the market. The company is a local market leader in LCD TV sales, with a 37.7-per-cent share, after introducing its line five years ago.

Samsung is confident LED television sets will become popular and replace the now-common LCD system.

Prices for LED sets range from Bt79,990 to Bt174,990.

"Samsung is the first operator to introduce this most advanced TV technology to the country. We're targeting sales of 30,000 of the sets this year," said LCD TV group leader Suphot Leenanurak.

Samsung expects to maintain its market share for LCD sets at 40 per cent this year.

Wichai said Samsung's television sales grew 18 per cent year on year in the first two months, missing its target of 20 per cent.

However, the company expects full-year television sales to reach Bt8.7 billion, up 30 per cent from last year. The key factor boosting sales will be the launch of the new LED series launching, starting this quarter.

"I predict this year's total TV market will show flat growth from 2008, which had a market value of Bt27 billion. In the first two months of 2009, we did not introduce any new series, but our sales growth was higher than that of the market. So I believe we can accelerate sales, particularly in the second half, after gradually launching new products," he said.

Wichai said LED sets delivered higher contrast ratios with finer hue separation between black and white, resulting in better light quality and a more natural picture than LCD sets.

LED TVs are also 70-per-cent slimmer than LCD sets and use 40-per-cent less power.

LED sets have been developed to provide a range of entertainment possibilities, with wireless DLNA technology that allows content sharing between different devices and compatibility with future high-speed Internet-television connections.

Suphot said Samsung planned to launch eight LED series this year, six of which were already here. The other two will appear in the next two months.

Samsung also plans to introduce 24 new LCD series this year.