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LG targets niche TV market with 32-inch plasma TV

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LG Electronics (LG) has announced the launch of its first 32-inch plasma TV, the 32PC5RV, which will be available in South Africa from the end of November 2007.

The TV, which will be available in more than 27 countries across the globe, caters for those buyers looking for an affordable plasma alternative in the small size ranges, where LCD TV’s have traditionally been dominant.
According to DisplaySearch, demand for 32-inch TVs has grown to comprise 24,9% of the overall TV market in 2007, and is expected to increase to 33,4% in 2008. The 32-inch wide flat panel TV is the fastest growing segment in the industry, as the large-size market is becoming saturated.
“As recently as 2005, 32-inch TV demand comprised a mere 5.8% of the market. We believe the major change in the market is due to the growing consumer preference for a second television in the home especially in the high-end market. We have also seen an increase in demand for affordable flat panel TVs in emerging markets,” says HB Lim, digital display product manager at LG Electronics.
As the smallest and slimmest plasma TV available, LG’s 32PC5RV will broaden the options for global customers. It is also an excellent choice for hotel rooms or retail settings where a wall-mounted TV is preferred to maximize space.
“It’s about carving out a new niche for a growing demand,” says Lim. “When there is a large flat-panel TV in almost every living room in the high-end market, people tend to want a more personal TV set for ‘cosier’ settings, which has led to the ‘second TV’ trend. Meanwhile, there is explosive demand for this size of flat panel TVs in emerging markets. Until now, people had previously only been able to buy an LCD TV in this size range. Now we are offering a plasma option, which is easier on the eyes, to provide our consumers with a wider variety of products.”
The 32PC5RV’s 16:9 aspect ratio screen makes it ideal for watching high-quality sources such as DVDs without eye fatigue. With a 0.001 ms response time, the 32PC5RV can keep up with the fastest moving action movies and sporting events. Once home, it is easy to connect devices such as DVD players and home theatre systems to the TV’s HDMI or component ports, as LG’s SIMPLINK technology makes it easy to control an array of compatible devices with a single remote control.
“Even though producing this smaller plasma TV was challenging both technologically and cost-wise, we were able to keep costs low and quality high by simplifying the manufacturing process,” says Lim. “We trimmed costs further by reducing packaging to the point where we can ship two of these TVs in the same space it used to take to ship just one. We did all of this in order to provide better choice and value for consumers.”
As part of its strategy to drive technology forward and keep costs competitive, LG recently separated its plasma and LCD divisions. Together, the two divisions are completing LG’s optimum product portfolio.