It’s time to terminate CRT TVs, but high time to enhance presence in the LCD market of India – believes Sony. With that aim, Sony India on Wednesday launched its new range of Bravia LCDs, which include the world’s slimmest and the world’s only motion flow 200HZ LCDs. The company launched 14 new Bravia LCD models in S, V, W and Z series.

According to Sony India, the company is planning to discontinue the sales of its cathode ray tube (CRT TVs) and it is looking to invest nearly Rs 60 crore for the promotion of its new range 'Bravia' LCDs in 2009-10. The company has already discontinued the production of CRT TVs.

Speaking at the launch of the new series of LCDs, the Managing Director, Sony India, Masaru Tamagawa stated that they are not only focusing at enhanced display performance but even attaining the ultimate feel experience for their consumers.

According to Mr. Tamagawa, Innovation, creativity and technology come into play in the creation of these LCD TVs, which fetch unprecedented level of realism and amazing clarity to the movies, both visually and aurally.

Mr. Tamagawa told that the company decided to stop production of CRT TVs last Diwali, and the company is now aiming to keep its focus on LCDs. The new range of LCDs in India is priced in the range of Rs 16,000 to 2.99 lakhs.  

The Sony India MD also told that the company is eyeing to sell 4.5 lakh units of LCDs in the current fiscal, more than 60 percent increase against 2.80 lakh units sold in the last fiscal. He said that LCDs accounted for 21 per cent of their television sales in 2008-09, and they are expecting that in the current fiscal it would account for 57 per cent of our total sales in India.