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Huge Growth In Widescreen Television Market

Huge Growth In Widescreen Television Market Over Past 12 Months

As predicted by global consumer electronics giant, Philips, the widescreen television market has undergone unprecedented levels of growth over the last 12 months.

In both Australia and New Zealand, market growth has been phenomenal, with 100% growth in value recorded in New Zealand during the period December 2000 – November 2001. Similar figures have been recorded in Australia, with a predicted 300% expected in 2002.

Product Manager CTV Philips Consumer Electronics, Jane Waddel says that local expectation for widescreen growth [in value] this year is 110%.

“We perceive the rationale behind the uptake of widescreen television in New Zealand is the rapidly increasing popularity and market penetration of DVD, the growth of home theatre, and the introduction of widescreen broadcasting on the SKY digital Movie Max channel,” Jane Waddel says.

“The only way to get the most out of DVD (which is formatted predominantly in 16:9 aspect ratio) and digital broadcasts – which will eventually broadcast a majority of its material in 16:9 format - is to have widescreen television.”

“Already most home theatre and DVD enthusiasts have opted for the 16:9 widescreen format as their preferred choice as they want to see movies the way they were meant to be seen”

In terms of the widescreen television market share locally, Philips is market leader and offers a full widescreen range (five in total). Philips plans to keep expanding the range, and is launching its latest widescreen offering in March. The 32PW6516 is a 50 Hz widescreen and will retail at $2999.95 plus cabinet
With widescreen initially having been a predominantly 100 Hz market, the introduction of the 32PW6516 50 Hz model will extend the widescreen appeal to a greater audience.

“Philips in totally committed to driving this category in the New Zealand market and intends to continue to hold the number one market share position, in value” Jane Waddel says. “Therefore we will be strongly promoting the benefits of widescreen and DVD to the consumer over the coming months.”

As part of its ongoing widescreen marketing strategy, Philips will continue its sponsorship of SKY Movie Max, which currently broadcasts a selection of movie titles in 16:9 widescreen format

“Additionally on SKY we are advertising the benefits of widescreen to the consumer through a dedicated widescreen TV commercial,” says Jane Waddel.

“Our instore store promotional activity will focus on the benefits of widescreen and DVD. We intend to offer product packages for consumers interested in purchasing widescreen and DVD, in order to highlight the association between the two product categories and demonstrate the benefits of widescreen while watching DVD”

Globally and locally, Philips is totally committed to driving this category in every market within which it operates. As part of that commitment, in the United States, it has teamed with leading film director Martin Scorsese to launch a public education campaign aimed at informing consumers of the importance of viewing films in their original aspect. The campaign will also highlight the benefits offered by widescreen-format television and the importance of widescreen as the future format for TV.


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