Home / Toshiba reveals digital TV strategy, new Regza brand

Toshiba reveals digital TV strategy, new Regza brand

Japanese consumer electronics giant Toshiba has ceased production of its CRT range as it seeks to grow its presence in the digital television market.

Japanese consumer electronics giant Toshiba last month confirmed that it had ceased production of its traditional cathode ray tube (CRT) and analogue tuner-equipped LCD television ranges in Japan.

The development marks another step in the company’s plan to challenge current market leaders Panasonic, Sony and Sharp in the digital television display market.

Satoshi Niikura, executive VP of Toshiba’s digital media network company, said the company planned to follow the lead of Sony and Sharp, whose Bravia and Aquos ranges currently lead the LCD TV market, and rebrand its entire digital TV range ‘Regza’ worldwide. Regza comes from the German ‘regsam’, a word which Niikura said connoted “vibrant and dynamic qualities”.

Overall LCD TV sales reached 4.4 million units in Japan in 2005, surpassing sales of CRT sets in the country for the first time. Toshiba anticipates LCD TV sales to grow to six million units this year, and further to seven million units in 2007.

In contrast, the company predicts CRT TV sales to contract from 3.5 million sets in 2005 to 900,000 sets in 2007. Niikura conceded that Toshiba’s much anticipated development of SED (surface-conduction electron-emitter display) panel TV receivers in conjunction with partner Canon, was unlikely to produce sets for sale before 2007.

SED TVs have been heralded by both vendors as the next-generation in high-quality large flat-screen displays that are capable of reproducing vivid colour images that surpass conventional televisions.

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