Philips targets hi-end home theatre market

Monday, 20 December 2004, 08:00 Hrs
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BANGALORE: Dutch electronics major Phillips is targeting India's high-end home theatre market with sets priced at 150,000-400,000 ($3,300-$8,800) and hopes to sell 8,000 in the next 12 months.

"Unlike other home theatre systems, our products are fitted with ambi light, a unique ambient lighting concept, integrated into the back of the TV, which changes intensity and colour according to the content," declared Philips India brand manager Nirmal Rao at the launch of the 32-50 inch TVs here Monday.

"The entire software for the ambi light unit was developed at the Philips India Software Development Centre in Bangalore," Rao added.

According to him, the Society of Motion Picture and Television Engineers has stated that the optimum level of ambient light should be less than 10 per cent of the peak white output of the display device.

"A global consumer test has verified our ambi light feature to adhere to this criterion for relaxed viewing experience, as glare and reflections are reduced proportionately to the colour of the content," Rao maintained.

The TVs will be shipped to India from Philips' manufacturing unit in Belgium.

"We are aiming the product at high-end segment, which believes in wholesome entertainment, changing lifestyles and a flair for aesthetics," Rao contended.

The new range is being launched within six months of its unveiling in Europe and three months after its debut in the in the Asia-Pacific region.

Since then, Phillips has sold 500,000 units in Europe and 300,000 in the Asia-Pacific region.

Source: IANS
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