With HD LCD prices crashing this year by up to 30% Sony has reversed the trend by launching a 70″ Bravia HD LCD TV at the ridiculous price of $69,000. The same model sells in the us at less than half the Australian price at $34,500.
This is $10,000 per 10″ of screen space. In what has described as a cheap publicity stunt by Sony the new Bravia TV which will be available in Australia has nothing going for it that is unique other than an extra 10″ of glass.
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|The Australian 70″ Sony Bravia LCD TV|
As a comparison the brand new Pioneer 60″ which also has 1080p and has been described by several media organisations as the best flat screen TV in the world today comes in at a mere $1,666.00 per 10″ of TV viewing realty.
The new Sony 70″ model is 1080p and 100Hz and it is brighter than other Sony Bravia models but at almost $70,000 in today’s falling flat screen market the price is seen by some specialists as an insult to the intelligence of consumers.
Sony Australia said of the 70″ pricing “With the pricing of the 70″ XBR Series BRAVIA LCD TV, the two main reasons for its $69,999 price tag are that this is the first BRAVIA LCD TV to incorporate Triluminous (3LED) backlight and due to its size, only one LCD panel can be made per sheet of glass (other, smaller sizes have multiple panels cut from one sheet of glass)”.
According to Len Wallis of Len Wallis Audio in Sydney the price has to be publicity stunt. “The price does not make sense and the consumer will be a wake up to this. In today’s market the consumer is well aware of flat screen features and value and they will not pay for such a high price. I am sure Sony is more interested in publicity than selling 70″ TV’s. It’s a bit like the Internet fridge where there was a lot of publicity but no one sold many”
Another mass market retailer said “This is an insult to the intelligence of consumers who are very savvy when it comes to features and prices in the flat screen TV market. Prices are falling not going up and as I see it this will portray the message that Sony TV’s are expensive. We sell a lot of Sony TV’s and to roll this model out at $70,000 could have an impact the wrong way as Sony is already seen as an expensive TV brand”.
Scott Browning Marketing Director at JB Hi Fi said”I think Sony is trying to make a statement. Not many people are going to buy an LCD TV at $70,000. What Sony are trying to say is that we can now make a 7)” panel now they have to work out the technical side and getting it to market at a reasonable price”
The new 70 inches Bravia LCD TV is brighter than previous models, due to the use of an LED backlight. It is “Full HD” (supports a 1080p resolution) and can, optionally receive a wireless module that will allow users to connect to several online video services.