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PDC takes initiative to drive plasma display market

Posted: 28 Sep 2007     Print Version  Bookmark and Share

Keywords:plasma display  Full HD television  1920 x 1080  HDTV 

The plasma display category is poised to grow 25 per cent in 2007 as the industry enters the Q4 holiday sales season, according to the Plasma Display Coalition (PDC). Global manufacturing initiatives, investment in advanced technology and production capacity, and focus on Full HD models will drive the growth.

The PDC was formed to promote the growth of plasma TV in the United States as well as encourage the understanding of the benefits and future potential of plasma TV. Founding members are Hitachi Home Electronics, LG Electronics USA, Panasonic Corporation of North America, Pioneer Electronics (USA) Inc.

The PDC notes that leading the sales growth will be the more than two dozen new Full HD 1920 x 1080 plasma TV sets ranging in screen size from 42- to 70 inches, which deliver high-definition viewing experience.

According to PDC President Jim Palumbo, "With sales of flat panel displays reaching all time highs, it is more important than ever for plasma manufacturers to develop innovative products that deliver an outstanding picture and value. As consumers debate the flat panel choices, plasma manufacturers are moving quickly to create new standards in advanced technology, coupled with expanded production capacity." The PDC members have stepped up their investments in plasma screen technology to deliver products which are innovative and competitive.

With much of the growth coming in the 50-inch and larger screen size category, plasma manufacturers are devoting millions of R&D funds to drive further improvements in picture quality. These combined efforts will result in the expected 25 per cent sales increase for plasma HDTVs that the Consumer Electronics Association (CEA) is predicting for this year.

The PDC is committed to making consumers aware of these new advances with several retail initiatives including cohesive messages about plasma technology in the members training programs and a Fact Card for retailers that summarises the key benefits.

The PDC notes that plasma is being embraced by retailers who are dedicated to helping their customers make informed decisions. According to Steve Caldero, vice chairman of the CEA PARA division representing specialty audio-video dealers, "We want customers to get the right product for their discretionary HDTV dollars. The more they learn about plasma, the more they understand the benefits that plasma offers. A plasma picture is the most natural one—it has the best colour and viewing angle of any flat panel display." Bjorn Dybdahl, President, Bjorn's Audio Video, San Antonio, TX, who is one of the nation's top independent home theater dealers, also concurs, "Plasma helps us meet our goal of providing consumers with the best products, as it offers outstanding picture quality,"

Dave Workman, Executive Director, Pro Buying Group, which represents high-end value-added dealers, summed by saying that "There has been substantial investments and improved performance in plasma technology that makes it an excellent choice for consumers who want the best large screen flat panel home theater experience."

- Dennis Barker
Digital TV Designline

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