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Comments to date: 2. Page 1 of 1. Average Rating:
jockerfox 5:12pm on Sunday, July 25th, 2010 
I purchased this TV on the day after Thanksgiving at Circuit City because it was a very good deal - $200 after a $30 rebate.
CobraA1 10:18am on Wednesday, June 23rd, 2010 
I purchased this television set to replace my 10 year old Zenith tv. bright clear picture, excellent stereo sound, low power consumption.

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Documents

doc0

February 21, 2007

Focus On 2007 Super Bowl Sell-Though..1 Japan TV Hotline..4
Toshiba Adds New 20 Wide LCD TV...4 Mitsubishi Adds New 20 Wide LCD TV..4 JVC Introduces New 32, 37 and 42 LCD TVs.5 Panasonic Introduces New LCD TVs..6

Volume 4, Issue 7

Flat Panel War Casualties: Circuit City Announces Management Shake Up, Store Closings.. 8 February 11 Sunday Circular Report. 8
Lowest PDP Ad Share Since Q206 While Overall Ad Count Up 40% Y/Y... 8 Advertisements by Technology.. 15 Circular Analysis by Retailer... 16 Glossary of Abbreviations.. 22
Focus On 2007 Super Bowl Sell-Though
By Edward Taylor Every year, it seems that for US consumers, TV purchases during the weeks leading up to the Super Bowl are just as exciting as the Super Bowl itself. In the following article, we will take a closer analytical look at the three-week sellthrough sales period leading up to the Super Bowl. For TV sales in the US, the three-week period prior to the Super Bowl is the third highest period after Christmas and Thanksgiving holiday sales (comparing three-week sell-through periods). In 2007, the three-week period prior to the Super Bowl was 75% of the three-week period during the Christmas holiday. According to data provided by The NPD Group/Fast Track, it appears that the 2007 Super Bowl was again good for the television manufacturing industry as sales outpaced the YTD Y/Y growth average of 12% by 3%. One reason for this is that 1080 resolution televisions are starting to replace non-HD resolution televisions in the US market. As shown in the figure on the following page, while HD resolution held or gained a little share Y/Y, there is a clear inverse correlation between Full HD resolution and non-HD resolution television sales, as shown in the following figure.
Focus On 2007 Super Bowl Sell-Though Figure 1 Resolution Share During the Three-Weeks Prior to Super Bowl (Y/Y)
100% 80% 60% 40% 20% 0% Wk Wk Wk Wk Wk Wk Non-HD
Full HD 1080 vertical resolution
HD 720 < 1080 vertical resolution
While all the familiar Tier-1 players maintained their market share positions in the overall mix, there were relative changes in the overall share mix (Figure 2). Sony still held the lead during the week leading up to the Super Bowl but was not #1 in the two weeks of sell-through prior to Super Bowl week. Samsung and Sharp were relative gainers Y/Y. Figure 2 US TV Tier-1 Manufacturer Share During the Three Weeks Prior to Super Bowl (Y/Y)
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Wk Wk Wk Wk Wk Wk Panasonic Samsung Sharp Sony Toshiba Others
If we look beyond the market-share leaders, there are also some relative winners in Table 1:

Page 2

The Weekly TV Flash

February 13, 2007

Focus On 2007 Super Bowl Sell-Though Table 1 2006-2007 Revenues and Growth by Brand During NFL Play-offs and Super Bowl Week (US$ millions) Brand
Advent Akai Apex Audiovox Broksonic Daewoo Disney Emerson Envision Fujitsu Funai General Electric Haier Hannspree Hewlett Packard Hisense Hitachi Initial Jensen JVC Kids Station Inc KLH LG Electronics Magnavox Memorex MGA Entertainment Mitsubishi Norcent Technology Panasonic Philips Philips Magnavox Pioneer Polaroid Prima Private Label Proscan Proview RCA Sampo Samsung Sharp Sony Spectra Sylvania Symphonic Syntax-Brillian Toshiba Ultra Products

2006 NFL Play-offs

$349 $2,880 $66 $12 $44 $2,446 $0 $10 $0 $133 $116 $1 $1 $6 $299 $0 $24,328 $146 $931 $13,756 $6 $1 $15,266 $26,647 $2,017 $0 $11,932 $90 $55,582 $28,616 $0 $21,165 $7,397 $359 $1,479 $0 $0 $24,284 $2 $105,669 $25,500 $178,652 $0 $16,902 $1,357 $2,408 $45,615 $1,523

2007 NFL Play-offs

$260 $803 $1 $116 $18 $86 $630 $2 $49 $0 $4 $0 $185 $0 $12,366 $2 $27,374 $0 $1 $7,478 $0 $0 $44,654 $23,701 $3,316 $130 $19,497 $31 $56,924 $21,781 $0 $17,127 $9,850 $1 $1,926 $0 $54 $3,894 $0 $175,864 $48,504 $165,049 $26 $18,109 $618 $13,144 $41,548 $6

NFL Play-off Y/Y Growth

-25% -72% -98% 907% -58% -96% -79% -100% -97% -80% 27,092% -92% 4029% 386% 13% -100% -100% -46% -100% -100% 193% -11% 64% 63% -66% 2% -24% -100% -19% 33% -100% 30% -100% -84% -100% 66% 90% -8% 7% -54% 446% -9% -100%

2006 Super Bowl Week

$121 $2,555 $21 $5 $12 $1,236 $0 $7 $0 $133 $47 $1 $0 $1 $157 $0 $10,321 $26 $508 $5,294 $2 $0 $5,857 $10,576 $805 $0 $4,574 $25 $19,832 $16,622 $0 $8,131 $2,964 $195 $543 $0 $0 $8,672 $0 $47,112 $8,964 $71,025 $0 $7,151 $471 $984 $17,048 $958

2007 Super Bowl Week

$96 $135 $0 $42 $6 $7 $260 $0 $23 $0 $0 $0 $102 $0 $2,603 $1 $10,600 $0 $1 $1,507 $0 $0 $14,155 $13,752 $2,559 $63 $7,601 $10 $20,788 $9,306 $0 $6,237 $2,931 $0 $989 $0 $25 $1,326 $0 $67,641 $18,819 $73,596 $12 $7,364 $160 $7,087 $20,571 $1
Super Bowl Week Y/Y Growth
-21% -95% -98% 745% -51% -99% -100% -100% -100% -100% -100% 1,556% 3% -100% -100% -72% -100% -100% 142% 30% 218% 66% -60% 5% -44% -23% -1% -100% 82% -100% -85% 44% 110% 4% 3% -66% 620% 21% -100%

Page 3

Japan TV Hotline Brand
ViewSonic Westinghouse Zenith Others Total
$573 $0 $13,785 $31,640 $663,991
$435 $17,083 $899 $27,471 $761,017

-24% -93% -13% 15%

$160 $0 $2,857 $12,119 $268,094
$106 $8,646 $76 $11,207 $310,414

-34% -97% -8% 16%

Syntax-Brillian, HP, Mitsubishi and LG Electronics were all relative gainers during the 2007 pre-Super Bowl sell-through period.

Japan TV Hotline

By Hisakazu Torii and Eddie Taylor
Toshiba Adds New 20 Wide LCD TV
On February 1, Toshiba began shipping the new 20 Wide 20C2000 REGZA LCD TV for the Japanese market. Product features include resolution in 16:9 wide aspect ratio IPS wide viewing angle technology: 178 in both horizontal and vertical directions Integrated digital tuners: Over-The-Air, BS and CS Toshibas Meta-Brain Pro-Image processing engine 2 HDMI digital interface inputs
Expected market price is around US$917. The 20 wide panel is likely sourced from LG Philips. Figure 3 Toshibas New 20 Wide LCD TV
Mitsubishi Adds New 20 Wide LCD TV
On February 21, Mitsubishi Electric will start to ship its new 20 Wide LCD-H20MX7 REAL LCD TV for the Japanese market. Product features include resolution in 16:9 wide aspect ratio Integrated digital tuners: Over-The-Air, BS and CS Mitsubishis Diamond Engine IV image-processing engine

Page 4

Japan TV Hotline Expected market price is around US$ 917. The 20 wide panel is believed to come from AUO. Figure 4 Mitsubishis New 20 Wide LCD TV
JVC Introduces New 32, 37 and 42 LCD TVs
On January 29, JVC announced a new line of LCD TVs for the Japanese market: 32 LT-32LCLT-37LCLT-42LC95
All products have these features: resolution in 16:9 wide aspect ratio 500 cd/m brightness Integrated digital tuners: Over-The-Air, BS and CS JVCs new GENESSA image-processing engine 1 HDMI digital interface input
In order to display sharp images without ghosting or motion-blur, these products use a high-precision interpolation algorithm to produce images at 120 frames per second. It accomplishes this by improving clear motion LCD drivers from the current 60 frames per second. The 32 and 37 products are expected to begin shipping at the end of February and the 42 is expected at the beginning of March. Market price of the 32 model should be approximately US$1,917, the 37 approximately US$2,417 and the 42 approximately US$3,083. The 32 and 37 panels are likely to be sourced from Sharp, and the 42 panel is likely sourced from LG Philips. Figure 5 JVCs New 37 and 42 LCD TVs

Page 5

Panasonic Introduces New LCD TVs
On January 29, Panasonic announced the introduction of a new VIERA 15 TH-15LD70 LCD TV for the Japanese market. Product features include resolution in 4:3 aspect ratio IPS wide-viewing angle technology: 178 in both the horizontal and vertical directions Integrated digital tuners: Over-The-Air, BS and CS Panasonics PEAKS image-processing engine 1 HDMI digital interface input
The Contrast A.I. feature digitally controls the gamma curve and adjusts backlight volume in each scene in order to exhibit better quality black levels during programming with dark content. Backlight volume is reduced to a maximum of 50%. The 15 product is expected to begin shipping on February 20. The 15 panel is likely sourced from LG Philips. Figure 6 Panasonics New 15 LCD TV
On January 29, Panasonic announced the introduction of the new VIERA LX70 series of 20 and 23 LCD TVs for the Japanese market: 20 TH-20LXTH-23LX70
Both products have these features: resolution in 16:9 wide aspect ratio IPS wide-viewing angle technology: 178 in both horizontal and vertical directions Integrated digital tuners: Over-The-Air, BS and CS Panasonics PEAKS image-processing engine 2 HDMI digital interface inputs
The Contrast A.I. feature digitally controls the gamma curve and adjusts backlight volume in each scene in order to exhibit better quality black levels during programming with dark content. In both products, backlight volume is reduced to a maximum of 33%. Both VIERA LX70 products are expected to begin shipping on February 20. Estimated market price for the 20 is around US$1,000 while the 23 model is estimated to launch at around US$1,250. Both panels are likely sourced from LG Philips.

Page 6

Japan TV Hotline Figure 7 Panasonics New 20 and 23 LCD TVs
On January 29, Panasonic announced the introduction of a new VIERA LX75 series of 26 and 32 LCD TVs for the Japanese market: 26 TH-26LX75S 32 TH-32LXTH-32LX75S
All these products have these features: resolution in 16:9 wide aspect ratio IPS wide-viewing angle technology: 178 in both horizontal and vertical directions Contrast ratio of 6000:1 for the 26 and 7000:1 for the 32 model Integrated digital tuners: Over-The-Air, BS and CS Panasonics PEAKS image-processing engine 3 HDMI digital interface inputs for the 75S models and 2 inputs for the 75 model
The W Speed feature displays 120 frames per second which dramatically reduces ghost images or motion blurring from the current 60 frames per second. W Contrast A.I. achieves 7000:1 contrast for the 32 model in order to achieve better black levels during scenes with dark content. All VIERA LX75 products are expected to begin shipping on February 20. Estimated market price for the 26 model will be approximately US$1,667, 32 LX75 approximately US$1,917 and the 32 LX75S approximately US$2,000. All panels are likely sourced from IPS-Alpha. Figure 8 Panasonics New 26/32 LCD TVs

Page 7

Flat Panel War Casualties: Circuit City Announces Management Shake Up, Store Closings
By Mark Schutter Following a selling season that saw prices fall and margin declines in flat panel TV that took a severe toll on company profits, number two CE retailer Circuit City last week announced a plan of management realignment and store closings. Circuit plans to close seven of its 643 US stores this month, affecting about 210 workers. The company also plans to close 62 of its small stores in Canada, known as The Source by Circuit City while continuing to operate roughly 500 stores and 300 dealer outlets in Canada. A distribution center in Kentucky is also to be closed. The margin declines in flat panel impacted the company greatly as Circuit had hinged their marketing strategy around advanced TV in a quest to regain market share. The CE chain set the tone on Black Friday when, in addition to competitive pricing on first tier brands, created quite a stir at dawn with a Syntax 32 model at $475 for as long as they lasted. That opening shot was just the beginning of a long season of extremely competitive pricing on flat panel. As seen our weekly Sunday Circular Report, Circuit has been the most aggressive in adjusting down their web circular prices to keep up with drops in MAP, the latest manufacturers credit and rebate programs, as well as to ongoing competition from other national retailers websites. An aggressive 125% price protection plan was also in place throughout the holiday selling season. The steps we are taking represent the initial efforts toward getting our cost structure more in line with today's marketplace," said CEO Philip Schoonover as the company announced the re-organization. Circuit City chief merchandising officer, Douglas T. Moore, is leaving after 17 years with Senior Vice President David L. Mathews taking a new unnamed position where he will oversee merchandising, marketing, services and supply-chain teams. Executive Vice President George D. Clark Jr. is to be in charge of all retail channels and Circuit City Direct. "We've realigned our executive management team, and I think Doug [Moore] took that as an opportunity to leave the company," said Bill Cimino, Director of Corporate Communications. "We know we needed to change. What you're seeing today is us trying to change to become more competitive within our industry. Meeting with analysts in May, the company said it hoped to take its operating margin to 5% in three to five years. The company said it planned to make more changes over the next six months. For fiscal 2006, Circuit City's operating margin was 2.1%, according to Cimino. For fiscal 2007, Circuit estimates an operating margin of 1.2% to 1.4%. In December, the company reduced its sales growth estimate from 9% to 11% down to 8% to 9%. Forecasts from growth at stores open at least a year were also lowered from 7-9% down to 6-7%.

February 11 Sunday Circular Report

By Mark Schutter

Lowest PDP Ad Share Since Q206 While Overall Ad Count Up 40% Y/Y
At 17% of the TV ads, Sunday saw the lowest PDP share of TV advertising since May 28, 2006 as LCD TV ads surged to 52% in our weekly survey of four national retailers Sunday circulars. However, because of a strong PDP showing over the last several weeks of holiday and Super Bowl promotions, the technology actually rose a point to 24% by aggregate average over the last eight weeks, though well behind LCD flat panel which is 47% by the same measure. Overall TV ads did not follow the traditional week-after-Super Bowl doldrums as there was a healthy 40% ad increase over the same week last year, owing largely to CompUSA continuing to aggressively promote TVs in terms of both ad placement and pricing as the chain featured 17 models as opposed to just three in the year-ago week. CompUSA also conspicuously placed a new 60 day newspaper ad price matching program and next day HDTV installation in their circular this week. Prices were more competitive again among the four retailers following last weeks short brief lifting of margins as retailers drew on last minute Super Bowl traffic.

Page 8

February 11 Sunday Circular Report Best Buy was overall ad leader with 31 models advertised but no front or back cover treatment. A page each was given to Sharp and Sony flat panels, each giving featured space to 1080p 52 models, The Sharp LC52D62U was advertised for $3600 while the Sony KDL52XBR2 was at $4750. Best Buy had the low in the 46 1080p LCD TV segment with both Samsung and Sony models for $2375 and also took 42 PDP with the lowest priced monitor on a repeat ad of a Maxent model MX-42HPM20 for $1000. An HD tube model saw rare featured exposure in a gaming page where the Samsung TXS3082 was offered for $600. Circuit City advertised up to 10% off TVs and repeated last weeks number with 23 SKUs and back page exposure on a 20 Sylvania LCD TV for $250. Circuit had the lowest price on a 42 PDP with an integrated HD tuner for $1200, edging CompUSA also on the Samsung HPS4253X model by $20 at $1600 and took the low in 40-42 1080p LCD TV with the Sony KDL40V2500 at $2200. CompUSA , with 17 SKUs, came up $220 lower on a head-to-head with Circuit on the 50 Samsung HPS5053X PDP at $2300 and undersold Sears by $300 on a Mitsubishi 65 1080p DLP model WD65731 at $2400, a model that saw a drop in MAP last week to $2800 in an across-the-board MAP reduction in MD by Mitsubishi. CompUSA took the low in 1080p DLP with another Mitsubishi 52 model at a new low of $1600. Sears featured a page of ten models and was aggressive this week, being low advertiser in 40-42 720p LCD TV with a new low on a Samsung LNS4041DX for $1440 and shared the low in 720p MD with a Magnavox 50ML6200D DLP model for $1300. Sears was most aggressive on a shoot-out with Best Buy, coming in at $1980 on the entry-level Sony SXRD, compared to $2550 at Best Buy. LCD TV led all technologies with a 52% share this week with PDP at a nine-month low of 17%, seven points below the eight-week aggregate average. Tube TV was at a 9% share. Aggregate MD share was up at 22% this week led by DLP with 11% while LCD RPTV took 6% and LCOS had 5%. 1080p models accounted for 61% of all MD models and 44% of 40 and larger LCD flat panels (see Figure 13). CRT RPTV was unrepresented this week. Table 2

CRT CRT RPTV DLP LCD LCD RPTV LCOS PDP Total
February 11 Advertisements by Retailer and Technology Best Buy

Circuit City

CompUSA
Figure 9 reveals advertising distribution by technology of the four surveyed national retailers comparing this week to February 4. On 37% more total models than last week, LCD TV and all MD technologies made share gains, both tubebased technologies were down along with PDP, which placed at a nine-month low.

Page 9

February 11 Sunday Circular Report Figure 9 Share of TV Ads by TechnologyPrevious Week to Current WeekFebruary 4 and February 11
60% 50% 40% 30% 20% 10% 0% CRT CRT RPTV DLP LCD LCD RPTV LCOS PDP Feb 4 Feb 11
Figure 10 reveals advertising distribution by technology of the four surveyed national retailers comparing this week to February 5, 2006. The total number of TV ads was up a healthy 40% from this Sunday last year, while share distribution showed a fairly predictable Y/Y pattern with CRT plunging to about half of the 2006 share at 9%. LCD TV showed a solid gain while PDP was down. All MD technologies were up Y/Y. Aggregate MD share was up at 22%. Figure 10 Share of TV Ads by TechnologyYear-Ago Week to Current WeekFebruary 12, 2006 and February 11, 2007
60% 50% 40% 30% 20% 10% 0% CRT 12-Feb-2006 11-Feb-2007 19% 9% CRT RPTV 2% 0% DLP 9% 11% LCD 43% 52% LCD RPTV 3% 6% LCOS 3% 5% PDP 21% 17% ALL MD RPTV 16% 22%
Figure 11 illustrates the quantity of Sunday circular TV ads by technology of the four national retailers over the most recent eight weeks of our survey. LCD TV has been on a steady rising trend, but stalled in September and October, hovering around 42% as PDP had taken away some flat panel ad slots following price drops in early fall. In the past four Page 10
February 11 Sunday Circular Report months we have seen the LCD TV rolling eight-week aggregate average moving up again, peaking at 49% and at 47% this week. CRT TV continues to decline, steadily dropping thirteen points since Q206 to 8% and falling. The high percentage of 480i lower-priced models71% this weekcontinues to drive the CRT TV count with all 26 and larger SD models now featuring digital tuners. ED PDP models are rarely advertised at this point and all advertised PDPs were HD models this week. The eight-week aggregate share for PDP had lately risen to 24%, gaining four points since the first round of PDP price drops of late August, but lost steam as LCD TV has had a string of dominant weeks. LCD RPTV, which had led MD for much of Q106 and Q206, has fallen to 5%. DLP is leading at 10% with increased traffic as new Samsung, Mitsubishi and Toshiba models entered the ad mix with an increasing percentage of 1080p models represented. New Sony SKUs entered the mix in early July to push LCD RPTV presence (now at 6%), but we are not seeing the heavy ad rotation of last years models as 1080p DLP and LCOS SKUs at more ad-friendly pricing are taking away share. CRT RPTV, which is in its final weeks of presence on the retail floor and in advertising, is holding on to a 1% share among the four national chainsup from 1% lately as holiday and pre-Super Bowl loss-leader ads have added ad slots as inventories are being cleared. LCOS, which had averaged a 5% share, had dropped to 2% during the model transition. However, LCOS has recovered to return to a 5% aggregate average. We will continue to observe the MD technologies compete, as rising 1080p placements from an increased number of 1080p models on more aggressively priced second (and soon third) generation lines and manufacturer price drops drive up the DLP and LCOS shares. Figure 11 Number of TV Circular Ads by TechnologyRolling Eight Week Survey

100 Dec 0 CRT CRT RPTV DLP LCD LCD RPTV LCOS PDP Dec 24 Feb 11 Feb 4 Jan 28 Jan 21 Jan 14 Jan 7
Figure 12 reveals the ad share by technology of the four national chains over the past eight weeks of our survey. Since LCD TV overtook tubes in Q305, LCD flat panels had steadily increased in share to a peak of 36% a year ago during the Super Bowl selling season. After an average eight-week low of 32% in February 2006, LCD TV has steadily built share over the last twelve months, reaching 47% over this current rolling eight-week period. Into Q107, we expect to see LCD TV and PDP continue to slowly increase share. PDP, which had stalled for several months at 20-21%, was on the rise at 24% following a series of price moves started by Panasonic at the end of August, but momentum has slowed since the plasma fever of Black Friday. 1080p models will continue to become larger parts of DLP and LCOS shares, and recently started garnering majority shares of large LCD flat panel ads. Collectively, the rolling eight-week aggregate MD share is at 20%, recovering after slipping in recent weeks. Over the past eight-week period, PDP and LCD flat panels collectively now account for 71% of Sunday TV circular ads.

Page 11

February 11 Sunday Circular Report Figure 12 TV Circular Ad Share by TechnologyRolling Eight Week Survey
80% PDP LCOS 60% LCD RPTV LCD 40% DLP CRT RPTV 20% CRT
0% Dec 24 Dec 31 Jan 7 Jan 14 Jan 21 Jan 28 Feb 4 Feb 11
Figure 13 shows 1080p penetration. We see MD penetration on the left; on the right, we see 40 and larger LCD flat panel 1080p penetration. This week, 1080p penetration in MD climbed for the third week in a row, to 61% this week, up from 56% February 4. In mid-October, 40 and larger LCD TV flat panel segment saw two consecutive 1080p majorities at 67% but had fallen below half as retailers emphasized 40-42 720p models. 1080p models were in a gradual resurgence following the expected plunge on Black Friday with penetration lately hovering around 50%. The past two weeks, however, big flat panel 1080p share was at 60% but fell this week to a four-month low of 44%. In total, 1080p represented 23% of advertised models across all technologies, two point shy of our survey high of 25%. Figure 13

1080p Penetration in MD (Left) and LCD Flat Panel 40+ (Right)Rolling Eight Week Survey

100% 80% 60% 40% 20% 0%

12/24 12/31 01/07 01/14 01/21 01/28 02/04 02/11
12/24 12/31 01/07 01/14 01/21 01/28 02/04 02/11 40"+ LCD TV 1080p 40"+ LCD TV 720p

MD 1080p

MD 720p
The following figures compare prices of HD-capable TVs (minimum 720 vertical LOR) in comparable screen sizes for each of the technologies for the seventh week of Q106, Q206, Q306, Q406 and the current seventh week of Q107. Figure 14 compares average prices for sampled screen sizes, and Figure 15 compares the average price per diagonal inch (PPDI) of all models advertised across all screen sizes. These HD-capable models are drawn only from the Sunday circular ads of our four surveyed national retailers. These are not a reading of average prices of all models in stores. Page 12 The Weekly TV Flash February 13, 2007
February 11 Sunday Circular Report We continue to see a pattern of sharp drops in flat panels and MD technologies. In PDP, we see uniform quarterly reductions in both the 42, 50 segments. While the aggregate (all sizes including 37 and 43 models) price-per-diagonalinch samplings show a deeper drop over the last two periods as price drops led by Panasonic in late August set off reductions in MAP among the brands which further stimulated promotions on PDP SKUs in the fall and through the holiday and Super Bowl advertising run. Overall, the reduction in average 50 PDP circular ad prices Y/Y is 28% (a lesser drop due to a scarcity of models advertised in the week following Super Bowl last year). The 42 HD PDP average price dropped 43% Y/Y, and the aggregate comparison (includes 37, 43, 55+) fell 38%. LCD TV 720p in the 40 screen size showed a 46% Y/Y drop, due to a combination of only a couple of first tier 40 models in the early quarter and the last four months of serial price reductions by Samsung and Sony with other brands entering the price war in September. The aggregate LCD TV 720p (all sizes) drop is 30%. In the current Q107 week, there are more 37-46 models that typically drive up average prices which cause a less dramatic aggregate drop since the newest, larger sizes are less mature models, and of course, the highest priced by diagonal inch. This is much less a factor lately as the new premium priced models are 1080p SKUs, which we look at separately. Again, this weeks PDP and LCD TV samplings compare a Q106 week that had a smaller number of SKUs than the current Q107 sample. Also, in increasingly smaller screen sizes, we are comparing more expensive models with integrated ATSC tuners (and some DCR) in the recent quarters against more models that were NTSC-only and outside the FCC tuner mandate in the earlier quarters. MD segments showed solid reductions Q/Q and Y/Y with aggregate advertised pricing of LCD RPTV down 37% and DLP down 39% Y/Y. 60 1080p LCOS models fell 37% Y/Y, comparing last years more premium-priced Sony XBR model to the new lower entry level models. Aggregate DLP 1080p average advertised prices fell 30% Y/Y. HD-capable tube TV is down just 3% in average aggregate price, but we are comparing to some analog tuner-equipped models in early 2006 to digital ATSC SKUs in the later quarters. Figure 14 Average Price HDTV by Technology (Sampling Sizes)Q106-Q107

$5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 30" CRT 12 Feb May Aug Nov Feb 07 $690 $760 $600 $900 $900 $717 51-52" CRT RPTV $1,000 50" DLP 720p $2,070 $2,200 $1,750 $1,500 $1,300 40" LCD 720p $3,000 $3,150 $2,460 $1,775 $1,635 50" LCD RPTV $2,375 $2,300 $1,800 $1,567 $1,530 $2,825 $2,700 60" LCOS 1080p $4,275 $4,500 42" PDP $2,570 $2,350 $2,160 $1,693 $1,456 50" PDP $3,117 $2,950 $2,750 $2,558 $2,239

Page 13

February 11 Sunday Circular Report Figure 15 Average Price Per Diagonal Inch for HDTV by Technology (All Sizes)Q106-Q107
$80 $70 $60 $50 $40 $30 $20 $10 $0 CRT 12 Feb May Aug Nov Feb 07 $24 $20 $22 $25 $23 $19 $19 CRT RPTV $19 DLP 720p $42 $42 $35 $30 $26 LCD 720p $44 $51 $40 $37 $36 LCD RPTV $46 $45 $38 $32 $29 LCOS 720p $46 $46 $39 $32 DLP 1080p $51 $58 $46 $41 $36 $44 $43 LCOS 1080p $71 $70

PDP $62 $57 $55 $48 $39

Page 14
Advertisements by Technology
CRT TV ad share (not including DVD and VCR combo models excluded from this survey) hit a recent high of 12% Sunday in the last minute Super Bowl promotions February 4 but fell to 9% Sunday, and still dramatically down from 19% in the year-ago week. This week there were two HD-capable models advertised, a 30 Samsung model for a new low of $600 and a 34 Sony SKU for $900. In the category of 27 480i TVs with digital ATSC tuners, prices averaged $269 this week, $56 more than the average of analog models the same Sunday last year, a higher than usual gap due to the relative scarcity of 27 models in the circulars this week vs. 2006. CRT RPTV was unrepresented this week. DLP has led or co-led the MD segment share all but five of the last 34 weeks, fueled by an increasing rotation of 1080p models and placing a record 16% models November 19. This week DLP led with 11%. CompUSA undersold Sears by $300 on a Mitsubishi 65 1080p model WD65731 at $2400, a model that saw a drop in MAP last week to $2800. CompUSA also took the low in 1080p DLP with another Mitsubishi 52 model at a new low of $1600. Sears shared the low in 720p MD with a Magnavox 50ML6200D DLP model for $1300. LCD TV ad share (not including DVD combos excluded from this survey) was at 52%, with the eight-week aggregate average at 47%. Best Buy gave a page each to Sharp and Sony flat panels, each giving featured space to 1080p 52 models. The Sharp LC52D62U was advertised for $3600 while the Sony KDL52XBR2 was at $4750. Best Buy had the low in the 46 1080p segment with both Samsung and Sony models for $2375. Circuit City took the low in 40-42 1080p LCD TV with the Sony KDL40V2500 at $2200. Sears was low advertiser in 40-42 720p LCD TV with a new low on a Samsung LNS4041DX for $1440. 720p models in the 40 screen size averaged $1635 with a 46% Y/Y drop. LCD RPTV claimed 6% of the ads. Best Buy featured the lowest price in 3LCD on a 55 55VS69 for $1300 while Sony Grand WEGA SKUs were advertised in 46, 50 and 55 for $1350, $1530 and $1710 at three of the surveyed retailers. The average aggregate advertised price for LCD RPTV was down 37% Y/Y. LCOS representation in the ads has been all over the map of late, posting a record share of 9% November 12 and was MD leader December 31 for only the second time ever at 8%. While January 7 the technology was not represented at all, LCOS placed 5% this week on 50, 55 and 60 Sony entry-level SXRD models at lows of $1980, $2550 and $2700 respectively. Sears was most aggressive on a shoot-out with Best Buy, coming in at $1980 on the entry-level Sony SXRD, compared to $2550 at Best Buy. PDP ad placements hit a high of 31% of the total ads on December 24 for the first time since the Panasonic price drops of late August, repeating the highest plasma share ever. At just 17%, Sunday saw the lowest PDP share of TV advertising since May 28, 2006 as LCD TV ads surged. However, because of a strong PDP showing over the last several weeks of holiday and Super Bowl promotions, the technology actually rose a point to 24% by aggregate average over the last eight weeks. Best Buy took 42 PDP with the lowest priced monitor with a repeat of a Maxent model MX-42HPM20 for $1000. Circuit had the lowest price on a 42 PDP with an integrated HD tuner for $1200, edging CompUSA also on the Samsung HPS4253X model by $20 at $1600. CompUSA came up $220 lower on a head-to-head with Circuit on the 50 Samsung HPS5053X PDP at $2300. The eight advertised 42 HD PDPs ranged to a high of $1710, averaged $1456 and fell in average advertised price 43% Y/Y, while 50 PDPs ranged to $2520 and averaged $2239.

Page 15

Circular Analysis by Retailer
TVs fell from the front cover and were relegated to the back as the ten-week run from Black Friday to Super Bowl Sunday completed February 4. Gone are the conspicuous price guarantees and timely delivery pitches as the normal rhythm shifts down as we head toward March Madness. However, retailers got a leap on the madness with a 40% jump in TV placements over last year, effectively causing the volume of TV advertising to barely break stride (so far) as we now head into spring.

Best Buy

Best Buy was overall ad leader with 31 models advertised but no front or back cover treatment. A page each was given to Sharp and Sony flat panels, each giving featured space to 1080p 52 models, The Sharp LC52D62U was advertised for $3600 while the Sony KDL52XBR2 was at $4750. Best Buy had the low in the 46 1080p LCD TV segment with both Samsung and Sony models for $2375 and also took 42 PDP with the lowest priced monitor with a repeat of a Maxent model MX-42HPM20 for $1000. An HD tube model saw rare featured exposure in a gaming page where the Samsung TXS3082 was offered for $600. No interest for 18 months on all home theater totaling $499 and up was the repeated finance offer. Figure 16 Best Buy February 11 Sample

Page 16

Circuit City advertised up to 10% off TVs and repeated last weeks number with 23 SKUs and back page exposure on a 20 Sylvania LCD TV for $250. Circuit had the lowest price on a 42 PDP with an integrated HD tuner for $1200, edging CompUSA also on the Samsung HPS4253X model by $20 at $1600 and took the low in 40-42 1080p LCD TV with the Sony KDL40V2500 at $2200. "No interest for 12 months no interest on all TVs $299 and up was the repeated finance offer. Figure 17 Circuit City February 11 Sample

Page 17

CompUSA , with 17 SKUs, came up $220 lower on a head-to-head with Circuit on the 50 Samsung HPS5053X PDP at $2300 and undersold Sears by $300 on a Mitsubishi 65 1080p DLP model WD65731 at $2400, a model that saw a drop in MAP last week to $2800. CompUSA took the low in 1080p DLP with another Mitsubishi 52 model at a new low of $1600. CompUSA also conspicuously placed a new 60-day newspaper ad price matching program (see figure below) and promoted next day HDTV installation. The finance offer was 24 months no interest on any home theater purchase $899 and up. Figure 18 CompUSA February 11 Sample

Page 18

Sears featured a page of ten models and was aggressive this week, being low advertiser in 40-42 720p LCD TV with a new low on a Samsung LNS4041DX for $1440 and shared the low in 720p MD with a Magnavox 50ML6200D DLP model for $1300. Sears was most aggressive on a shoot-out with Best Buy, coming in at $1980 on the entry-level Sony SXRD, compared to $2550 at Best Buy. The hotbuys web link with additional models not in the printed circulars with more timely pricing adjustments was absent for the second week running. No finance offer was featured for TVs. Figure 19 Sears February 11 TV Ad

Page 19

February 11 Sunday Circular Report Table 3 Brand
Insignia Insignia Samsung Sony Sylvania Sylvania Toshiba Magnavox Mitsubishi Mitsubishi Mitsubishi Mitsubishi Samsung Samsung Toshiba HP JVC JVC LGE LGE Mitsubishi Panasonic Philips Polaroid Polaroid Prima Samsung Samsung Samsung Samsung Samsung Samsung Sharp Sharp Sharp Sharp Sharp Sony Sony Sony Sony Sony Sony Sony Sony Sony Sylvania Syntax Westinghouse
Complete February 11 Advertised TV Price List Product Name
IS-TV040919 NS-FTV27 TXS3082W KD34XBR970 6427GG 6432GG 27DF46 50ML6200D WD52631 WD57731 WD65731 WDY57 HLS5087W HLS6187W 50HM66 LC3760N LT32X787 LT40X787 32LC2D 42LB1DR LT46131 TC32LX60U 23PF5320 FLM2632 FLM3732 L1510P LNS2351W LNS2651D LNS3241D LNS3251D LNS4041DX LNS4692DX LC20AV6U LC26D40U LC32D434U LC46D62U LC52D62U KDL40S2010 KDL46S2010 KDL40V2500 KDL46V2500 KDL52XBR2 KDL26S2010 KDL32S2010 KDL40XBR2 KDLV32XBR2 6620LCT 232V LTV-32W6
20" 27" 30" 34" 27" 32" 27" 50" 52" 57" 65" 57" 50" 61" 50" 37" 32" 40" 32" 42" 46" 32" 23" 26" 37" 15" 23" 26" 32" 32" 40" 46" 20" 26" 32" 46" 52" 40" 46" 40" 46" 52" 26" 32" 40" 32" 20" 32" 32"

Technology

CRT CRT CRT CRT CRT CRT CRT DLP DLP DLP DLP DLP DLP DLP DLP LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD LCD

Resolution

480i 480i 1080i/480i 1080i/480p 480i 480i 480i 1920 1080p 1920 1080p 1920 1080p 1920 1080p 1920 1080p 1920 1080p 1366 768

TV Tuner

Page 22

2007 DisplaySearch Events
China 2007 DisplaySearch China HDTV Conference Shenzhen, China June 7-8, 2007

Ten Events in 2007

Dont miss your opportunity to gain the latest industry insight from DisplaySearch, the worldwide leader in display market research and consulting. DisplaySearchs highly popular conferences adopt a food-chain approach with speakers representing the industrys most important OEMs, brands, suppliers, equipment manufacturers, FPD producers, distributors and retailers. Sessions often end with controversial panel discussions that feature real-time debates between industry experts on important topics. For more information about these events, please visit www.displaysearch.com/events
2007 DisplaySearch China FPD Conference Shanghai, China September 6-7, 2007 Europe Meko DisplayForum co-organized with DisplaySearch Prague November 2007 Japan 12th DisplaySearch Japan Forum Tokyo Conference Center Shinagawa, Tokyo, Japan January 23-24, 2007 13th DisplaySearch Japan Forum Tokyo Conference Center Shinagawa, Tokyo, Japan July 2007 Korea IMID 2007 Business Forum - organized by DisplaySearch EXCO, Daegu, Korea August 27, 2007 Taiwan 2007 DisplaySearch Taiwan FPD International Conference Taipei International Convention Center Taipei. Taiwan May 10-11, 2007
This conference keeps getting bigger and better every year
- Mark Cuban, Founder and President, HDNet in reference to the HDTV Conference
2007 DisplaySearch Taiwan TV Supply Chain Conference TBD November 9, 2007
US 9th Annual DisplaySearch US FPD Conference Hilton La Jolla Torrey Pines San Diego, CA March 6-8, 2007 TV Supply Chain Conference Sheraton Hotel & Marina San Diego, CA June 14-15, 2007 5th Annual HDTV Conference Hilton Los Angeles/Universal City Universal City, CA October 9-10, 2007
DisplaySearch | 1301 S. Capital of Texas Highway | Suite B125 Austin, TX 78746 | 512-459-3126 | www.displaysearch.com Austin | Chicago| Houston | Kyoto | San Diego | San Jose | Seoul | Shenzhen | Taipei | Tokyo

 

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