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LCD TV Technology Rise to World Dominance

Liquid Crystal Display (LCD) televisions will continue their ascension to market dominance in the worldwide digital TV (DTV) market, according to the latest In-Stat market assessment.

LCD will have almost 75 percent of the market in 2011, with plasma fading to less than 15 percent, the high-tech market research firm says.

A series of seven recent In-Stat end-user surveys spanning six countries in three regions -- North America (U.S. and Canada), Asia (Japan and Korea) and Europe (UK, France, and Germany) -- revealed other notable findings.

"U.S. consumers exhibited reduced interest in HD TVs," says Michael Inouye, In-Stat analyst. "Respondents most interested in HD TVs, for instance, fell from 17 percent in 2006 to 13 percent in 2007, while those least interested increased 12 percentage points in 2007 to 65 percent."

International respondents, however, exhibited more interest in HD TVs. As an example, consumers in France and South Korea, in particular, demonstrated strong levels of interest (44 percent and 40 percent high-interest, respectively).

I believe that consumer education continues to be the roadblock to further HDTV adoption within the U.S. market. Apparently, many people still view only standard definition images on their expensive HD television.

Numerous market studies have uncovered that the vast majority of American consumers -- that have already purchased HDTV sets -- are not receiving high definition images because they have not installed and configured their TV correctly, or have not purchased the required cables for HD STB to DTV connectivity.

In-Stat's market study found the following:

- Global DTV unit shipments are expected to grow from 68 million units in 2006 to over 144 million by 2011.

- Total revenue is expected to grow from $71 billion in 2006 to $76.7 billion in 2011; pricing pressures are expected to hamper revenue growth.

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