In the early 1980s, colour televisions (CTVs) were virtually non-existent in India. Videocon International, in collaboration with Toshiba, was the first to introduce colour television with contemporary technology in India and ruled the market till BPL India took over the number one slot with enhanced features and new products.
Apart from local brands like BPL India, Videocon International, Philips India or the once-popular Onida, there has been a sudden increase in the number of foreign brands in India over the last two years. Sony, Panasonic, Akai, Samsung, LG Electronics or Thomson are no longer simply names dropped by some foreign-returned neighbour. The latest entrants are Daewoo, RCA and Sansui products from the latter two are still to hit the market despite advertisements announcing their presence.
With so many brands to choose from, how do you pick the right CTV? Till recently, it was easier to distinguish brands on the basis of the features available. But things are no longer so simple. Says Naresh Khattar, owner of DKs showrooms in Delhi, Most popular brands, both local and foreign, are almost on par with regard to picture quality, sound systems and enhanced features like child-lock, personal preferences or different picture or sound modes.
Take picture quality: most brands have opted for the flat screen which minimises distortions and reflections. The full and flat square tube (FFST) offers better picture quality than a simple full square tube (FST) but is less popular as it is more expensive. A new feature boasted of by premium models is the golden-eye or a sensor this sensor automatically adjusts the picture according to the light available in a room. In addition, most premium models provide multi-window picture-in-picture (PIP) features that enable you to search channels faster or allow various picture modes such as dynamic in a brightly lit room or soft in a dimly lit room.
The same is true of the sound systems in these TVs. While the lower-end models offer single or double front-firing speakers, the better models offer a stereo playback. While an audio-visual (AV) stereo enables a stereo playback in AV mode, you can opt for a compact disc (CD) sound quality through a Nicam stereo. Higher-end models often contain both stereo systems for enhanced sound quality. BPLs 14 inch KSR model (Rs 11,100) with only the AV stereo gives a sound output of 32 W PMPO while the 21 inch FQR model at Rs 22,350 has both with an output of 240 W PMPO.
The companies also offer add-ons like woofers for better bass output. Surround sound is added for theatrical acoustics. Panasonic offers roof-mounted top-dome speakers that reduce distortions while Samsungs Superhorn claims to enhance sound clarity.
With the features being almost equal, it is the price and aesthetics of a model that determine a consumers choice.
Before you start out on your rounds to the dealers, first determine the size of the TV you want. The range starts from the compact or portable 14 inch (36 cm screen), the medium-sized 20 and 21 inch (51 and 53 cm screen respectively), or the larger 25 or 29 inch (63 or 73 cm screen). Most companies have launched wide and panoramic projection sets ranging in size from 32 to 52 inch and 47-80 inch respectively.
Most sales, however, take place in the 14, 20 and 21 inch segments. The trend is to go in for the 14 inch as a second TV, and those with a 20 or 21 inch models going in for higher upgrades.
The wide and projection models are mainly launched to enhance companies brand image as a statement of their technological strength. These sets are not conceived with volume-sales in mind as they are the ultimate luxury sets, says Khattar.
True enough; while you can get a 14 inch for Rs 10,000-12,900 or a 21 inch for Rs 11,500-25,950, a wide TV comes for around Rs 1,50,000 while a projection TV, around Rs 2,00,000.
The choice of brand finally rests on which model suits your budget, or in recent times, which offers the best discounts or exchange offers. Baron International, the marketing arm for Akai s electronic products, prices their products at nearly half that of competitors with discounts up to Rs 20,000. It has now grabbed a marketshare of nearly 14 per cent from last years 3.3 per cent. For instance in a recent scheme you could exchange a 20 or 21 inch working colour television with a remote and get not one, but two, sets a 21 and a 14 inch for Rs 16,990. A similar buy of a 14 and 21 inch BPLs set would on the other hand cost nearly Rs 25,000. Also, Akai offers a 7 year warranty as opposed to the one year warranty offered by others.
Khattar feels Akais schemes result from their minimal overheads in India and acquiring components at cheaper rates from other Asian markets this enables them to offer CTVs at such low rates. Some other brands too have decided to compete with Akais incentive offers Videocon offers cameras with 20 or 21 inch models; BPL is offering discounts ranging from Rs 500-1,800 on certain models and exchange offers for some 21, 25 and 29 inch models depending on the state you reside in. LG has tried a different approach by offering a personal accident insurance cover worth Rs 2 lakh on any purchase made till November 30, 1997.
However, brands like Sony and Samsung are determined not to join the rat-race. Abhijit Neogy, product manager, consumer electronics, Samsung explains, The concept of an exchange offer erodes the brand equity of a product. We intend to market our product only as a premium range with Sony and BPL acting as our main competitors. Brands offering heavy discounts have less credibility with consumers.
Nevertheless, consumers continue to opt for what they feel is the best deal. However, remember that very often these exchange offers are given on products whose cost prices are hiked up before the launch of these schemes. Moreover, the companies offer the dealers margins that vary from Rs 500 to almost Rs 6,000 depending on the size and model. So try and strike a bargain deal and dont worry about the disposal of the old set as these dealers very often offer exchange offers on their own for all ranges of sets.
