2010 Global TV sales predictions revised upward

Global television sales are forecast to increase from sales of 211 million units in 2009 to sales of 242 million units in 2010, an increase of 15%, according to a recent report from DisplaySearch.

The latest DisplaySearch estimate for 2010 sales is up substantially from its March estimate of 228 million units and its January estimate of 218 million.

The primary reason for the firm’s poor prognostication skills has been the strong demand for LCD televisions. The company now expects LCD Televisions to top 188 million units up from its January prediction of 171 million units.

Strong plasma television sales, up 24% in the first quarter of 2010 versus the same period in 2009, have also led to the revised sales estimates.

Another emerging trend is the rapid increase in the number of LCD TV’s with LED backlighting which are being sold. DisplaySearch estimates that 3.6 million LED-backlit LCD TVs were shipped worldwide in 2009, with more than half of that coming in final quarter. DisplaySearch expects LED -backlit LCDs to account for about 20% of all LCD TVs shipped in 2010. About 9 in 10 LED-backlit LCD TV models shipped this year will use an edge-type backlight, with the remainder using some form of full array.

“Most of the top LCD TV brands are strongly emphasizing LED technology in an attempt to offset declining profits and prices for CCFL-backlit models,” observed Hisakazu Torii, VP of TV Market Research for DisplaySearch. “This has led to a shortage of critical LED backlight components, and the lofty goals for LED penetration in 2010 have been tempered somewhat by the reality of supply constraints.”

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