Business Today

Small screen, big stakes

TV manufacturers are betting big on the World Cup to drive sales but Team India will have to deliver on the field.

Shamni Pande | Print Edition: March 20, 2011

The Men in Blue are being cheered on by durable majors in India every time they take to the field in the 2011 Cricket World Cup. A good show by the Indian team, they are confident, will result in a spike in television sales. Already, concerns over rising input costs have taken a backseat as TV manufacturers put into motion well crafted strategies to take full advantage of the World Cup matches.

Naturally, it is raining discounts and offers. So, if Sony has tied up with Airtel to offer an Airtel Digital TV HD connection with every Bravia LCD TV sold, Samsung has launched zero per cent finance offers as well as a dish TV set-top box free with every flat panel TV.

TV manufacturers are betting big on the World Cup
TV manufacturers are betting big on the World CupTV manufacturers are betting big on the World Cup
mosimage"Sony India plans to capture 40 per cent market share in the flat panel TV segment during the World Cup in February-March. Sony has set a target of selling 2.5 lakh units of Bravia HD TV during this period," says Tadato Kimura, General Manager (Marketing), Sony India.

Other companies are just as aggressive. LG's Lead XI campaign, a joint initiative of the International Cricket Council and LG, gives winners from a draw of TV buyers the opportunity to lead the cricket players on to the field for their matches.

All these companies are focusing on the sales of flat screen TVs - the fastestgrowing segment - during the World Cup. Durable majors are betting big on plasma, HD LCD and LED sets. Newer, smaller models with extra features, which have been launched in the run up to the World Cup, are redefining the TV market.

Says R. Zutshi, Deputy Managing Director of Samsung India: "Smaller screens, growing awareness and affluence among Indian consumers will help TV makers drive sales."

According to industry estimates, sales of flat panel TVs will zoom 50 per cent in 2011 largely due to the World Cup. "We are targeting more than 100 per cent growth in sales during the World Cup over the same period last year," says Rohit Pandit, Business Head for Home Entertainment, LG Electronics India. Now, TV manufacturers are keeping their fingers crossed and hoping that Captain Marvel, Mahendra Singh Dhoni, and his team deliver on the field.

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