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50m flat-panels will be sold in Europe
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50m flat-panels will be sold in Europe - 20-January-2010, 16:32

Written by Chris Forrester
Tuesday, 19 January 2010 09:21

Sales of flatscreen televisions in Europe are set to reach a new record high this year.
This is the conclusion of the European Information Technology Observatory (EITO) market research institute on the basis of current data. According to this report, some 50.2 million flatscreen TVs are expected to be sold in the EU during 2010, which amounts to a 6% increase over the previous year.
“This year, the Winter Olympics and the Football World Cup Championship will ensure record sales of flatscreen televisions in Europe,” said Axel Pols, Chairman of the EITO Task Force. “In addition, the increasing spread of high-resolution TVs creates purchasing incentives for consumers.”
Almost all new flatscreen televisions are capable of displaying high-resolution pictures. Throughout all of Europe, there are now TV stations, which – generally via satellite – broadcast their programmes in HD quality. In Germany, the regular broadcasting by the public television corporations will coincide with the start of the Winter Olympics in February 2010.
The largest single market for televisions in Europe is Great Britain, which surpasses even Germany. According to EITO, sales of flatscreen TVs in the United Kingdom are expected to increase by 5% to around 10.5 million sets in 2010. In Germany, sales are expected to rise by 4.7% to 8.2 million sets. France is at a similar level, with an increase of 4.6% to 6.9 million sets.
Spain is recording the strongest growth amongst the major EU nations. Here, sold units of flatscreen televisions are expected to increase in 2010 by 10% to 5.4 million sets. By contrast, Italy is recording a substantial decrease. Sales are set to fall here by around 4.1%, to some 5.7 million sets.
In spite of the strong growth in sales, the revenues generated with flatscreen TVs in 2010 will, according to the EITO forecast, decline in the European Union by 3% to €26.7 billion. This is to be explained by falling prices for television sets. Between 2006 and 2010, the average price for flatscreen TVs will have almost halved in the EU from €1,000 to €530. Compared to the previous year, the average price in 2010 is expected to fall by 8% (2009: €580).
This squeezed margin is the reason behind the introduction of 3D sets this year, at higher prices and helping both restore manufacturers’ profits, and retailers’ margins.
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