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188 million LCD TVs to be shipped in 2010

Posted: 13 Oct 2010 ?? ?Print Version ?Bookmark and Share

Keywords:TV market? LCD? plasma? LED? CCFL?

Global TV shipments in 2010 will exceed 243 million units, of which LCD TVs will account for 188 million, DisplaySearch forecasted. The jump in LCD TV shipments from 2009's 145 million units is attributed to strong growth in Japan, Europe and China, notwithstanding a slowdown in North America.

LCD TV street prices are expected to begin falling more intensely in Q4 2010, especially for LED-backlit LCD TVs as an oversupply of LCD TV panels resulted in falling panel costs during Q3 2010. Notably, consumers are very interested in LED LCD TV technology, but premiums were very high in early 2010. Manufacturers have significantly increased the assortment of LED LCD TVs in their line-ups, and consumers still seem to be waiting for premiums to fall on LED-backlit models. Sales of lower-priced CCFL-backlit LCD TVs continue to go down despite having much lower prices. DisplaySearch analyzes that average LED LCD TV prices will fall at twice the rate of CCFL LCD TV prices during Q4 2010. This should cause an enhancement in growth rate, specifically for North America.

DisplaySearch also expects LED LCD TVs to account for the majority of LCD TV shipments in 2011, as the cost premium reduces quickly, and manufacturers continue to evolve their LCD TV lineups away from older CCFL technology. Over 50 percent of LCD TV shipments will be based on LED backlight technology in 2011, up from 20 percent in 2010.

On the other hand, demand for plasma TV continues to be robust, as LCD TV price declines have slowed while plasma TV has maintained similar rates of price erosion. The outcome is that plasma TV shipments are now thought to approach 18 million units in 2010, a 25 percent increase from 2009, even if shipments actually declined year-on-year.

DisplaySearch VP for TV Research, Hisakazu Torii says, "Because of the very strong pricing advantage of large screen sizes and large improvements in power consumption and thinness, plasma TV continues to be a key display technology in the TV category, especially among a base of fans that favor this technology for picture quality and 3D performance."

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