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Sony primes Bravia

Japan's Sony Corporation is expecting massive demand for flatpanel display televisions to fuel its financial recovery over the next 12 months.

Japan's Sony Corporation is expecting massive demand for flatpanel display televisions to fuel its financial recovery over the next 12 months. The company has raised its flat-panel TV sales expectations to 10 million units in 2007/2008, almost doubling its current estimation of six million units in the current year to March.

Sony pulled out of the plasma TV market in early-2006 to concentrate solely on its burgeoning range of Bravia LCD TVs.

Bravia remains the number one selling LCD TV brand in the US, and one of the top sellers worldwide.

Sony currently operates a joint-venture partnership producing LCD panels in conjunction with South Korean-based rival Samsung Electronics.

Takashi Fukuda, senior general manager of Sony’s flat TV business group, told Reuters in a recent interview that the company expected to return to profitability in the second half of the year to March, on the back of strong demand for its Bravia range in key markets during the pre-Christmas holiday period.

Sony must secure 15% of the global market of about 70 million LCD TVs next year to reach its sales target, Fukuda added. Market research firm Display-Search predicted global demand for LCD TVs would hit 71.39 million units in 2007. In terms of units shipped, Sony trailed rivals Samsung, Sharp and Philips Electronics from July to September 2006, according to DisplaySearch.

But in terms of revenue, Sony finished second behind Samsung with a 15.2% share of the market.

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