High definition (HD) television will get a shot in arm in the forthcoming cricketing season with television makers offering bonanza for consumers switching over to HD format.

Television makers have joined hands with Direct-to-Home (DTH) operators to make the most of the cricketing season, beginning with the World Cup on February 19.

With HD television feeds becoming a trend in the Indian context, television makers such as LG, Sony, Videocon and Samsung have lined up offerings in collaboration with DTH operators.

“As the World Cup matches will be telecast in HD format, we are expecting growth in sales of HD-ready and full HD television as well. We are expecting 100 per cent growth in flat panel display sales over same period last year,” Mr Rohit Pandit, Business Head, Home Entertainment, LG India, said.

LG has tied up with Tata Sky, which recently launched a HD personal video recorder at Rs 3,999 to woo consumers. Besides, LG has also offers such as zero finance schemes and easy instalment and freebies among others to woo customers.

The digital display market size, for flat panel displays that also include HD televisions, in 2010 was 2.8 million units, which is estimated to increase to 4.5 million units by 2011. HD is currently a very small segment of the overall DTH market, estimated to be around 30 million in India.

With IPL closely following the World Cup, the HD market is poised to grow significantly over the next two to three months.

Japanese electronics major Sony has set a target of 40 per cent market share during the World Cup season. The company, which has roped in Indian captain Mahendra Singh Dhoni, has teamed up with Airtel Digital TV. Sony has set itself a target to sell 2.5 lakh units of Bravia HD TV during this period.

Campaign

The company has earmarked Rs 100 crore multi-media campaign with the Dhoni tiltled ‘Sony and Dhoni'. Similarly, Samsung has tied up with Dish TV to push its HD televisions.

Home-grown appliances and electronic brand Videocon, which also has a presence in the DTH space, has introduced the ‘Videocon Gold Cup' scheme. It offers a range of freebies, including a chance to win half a kg gold.

Mr Anil Arora, Chief Marketing Officer – Consumer Electronics & Home Appliances Business, Videocon Group, says, “It promises to bring out the hidden cricketer in every Indian, even off the field and provide an opportunity to strike gold.” The company is spending more than Rs 40 crore during this period on marketing and consumer engagement.

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