Retail movement of colour televisions picked up during the middle of the week, with dealers reporting at least a 20-30 per cent higher footfall than normal at outlets.
But the good news for the consumer is, prices are expected to fall further as a dozen top brands vie for more marketshare during the cricket World Cup.
Dealers are offering a 21-inch conventional (curved picture tube) CTVs (top brands) for Rs 9,000-10,000. But the big news is that the price of flat TVs have touched an all-time low.
Though the marked prices are higher, dealers are selling LG, Panasonic, Onida and Philips, et cetera 21-inch flat TVs for as low as Rs 13,000-13,500.
Sony will reduce prices by another Rs 1,000 on Saturday to bring down the price of its entry level model to Rs 16,000. Samsung may follow suit.
With the price differential between the conventional TV and the flat TV narrowing down to such levels, television companies are hoping there will be a marked shift from conventionals to flats during the World Cup season, setting the trend for the future of the domestic CTV industry.
"The rate of conversion from conventional CTVs to flats has increased substantially in the last couple of months, though we are still collating the figures. Despite all the hoopla surrounding our competitors, we expect consumers will prefer to buy premium products like the bigger screens and the premium flat TVs," said a Sony executive.
The Japanese company, which commands the highest marketshare in the flat TV segment, and has consciously ceased to manufacture and market the more popular conventional TV, is being forced to cut prices, which it normally refrains from to maintain its premium tag.
Significantly, in a rare shift from its strategy in India of not associating with any sport, the company has also launched a cricket-oriented advertising and promotional campaign called 'Bring South Africa Home.'
