It is expected that the domestic market for television receivers will exhibit steady growth in 2013, thanks to a transition toward digital TV, wherein manufacturers are stepping up campaigns to promote analogue TVs in preparation for producing built-in digital tuners later on. The TV market will also be supported by strong demand coming from a growing number of households for energy-efficient LED TVs, with sales being helped by expanded distribution channels.
However, there are challenges too, including eroding purchasing power, since many consumers are saddled with installments for new cars, having opted for the recent first-time car buyer program, as well as a rising cost of living, which may induce them to acquire digital TV-set-top boxes instead of buying digital TV receivers. Amid looming competition between digital TV, cable TV and satellite TV providers are introducing set-top boxes that can be conveniently used with cable, satellite and digital TV systems.
However, there is a major risk to TV business in general if the National Broadcasting and Telecommunications Commission (NBTC) decides to postpone their planned digital TV business licensing auction to 4Q13, which might thus undermine TV sales this year.
In 2013, we at KResearch expect that turnover in the domestic TV market will reach perhaps THB37.3-38.8 billion, increasing 6.4-10.7 percent YoY. The number of TVs sold should reach 2.8-3.1 million units, increasing 10.2-19.3 percent YoY. Recent technologies to watch include OLED (organic light-emitting diode) TVs, which are thinner than LCDs and can potentially be made to feature flexible screens in the future. Other new items include 4K TVs that have four times the resolutions than the present Full HD.
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