* Samsung launches 3D TV models in South Korea
* In exclusive 3D content deal with Dreamworks
* To boost 3D line-up to offer LED, LCD, PDP TV displays
* Aims to sell at least 2 mln 3D TVs in 2010
SEOUL, Feb 25 Samsung Electronics Co Ltd
(005930.KS), the world's No. 1 TV brand, launched 3D TV sales in
South Korea on Thursday, with an aggressive target as it seeks
to defend flat-panel margins and gain an early lead in the
TV brands are aggressively promoting 3D TVs in search of
ways to raise blended selling prices and improve their product
mix after millions of households over the past years bought
flat-screen TVs for households' living room, bedroom and even
kitchen and bathroom.
Samsung, which competes with home rival LG Electronics Inc
(066570.KS) and Japanese makers such as Sony Corp (6758.T) and
Sharp Corp (6753.T), introduced three series of 3D models using
light emitting diode-backlit LCD display for sale in the
Global launches are due next month and Samsung plans to sell
at least 2 million 3D TVs this year.
"Even at 2 million, it's a conservative target and we are
planning to create the market with aggressive marketing," Kim
Yang-kyu, senior vice president of Samsung's visual display
sales and marketing team, said at a news conference.
3D is a big bet for a television industry looking for the
next big thing, but lack of 3D content, high pricing and the
required use of glasses remain big hurdles for the new
Research firms' forecasts for the global 3D market vary
between 1 million and 6.5 million TVs in 2010. That is a sliver
of a total TV market expected to top 200 million units this
year, according to data from DisplaySearch, but still the
biggest growth area as prices fall sharply in the overall
flat-panel TV market.
Samsung said it was in an exclusive 3D content deal with
Dreamworks Animation SKG DWA.O and was talking to other
studios, broadcasters and game developers for similar deals to
boost offerings of 3D content.
"We have also developed technology that converts 2D content
into 3D, and that will enable consumers to experience watching
TV with an extra visual dimension even when 3D content is
somewhat less available," said Yoon Boo-keun, president of the
visual display division.
The models introduced on Thursday are less than 3
centimetres thick, premium versions of its hot-selling
LED-backlit LCD TVs with a 3D function that can be switched on
Samsung is offering a 46-inch high definition LED-LCD TV at
4.2 million won ($3,642) and a 55-inch model at 5.8 million won
in the domestic market, excluding the cost of viewing glasses.
For comparison, its 46-inch regular LCD TV that does not use
LED backlight costs about 1.5 million won.
It plans to introduce super-slim 10 millimetre sets in the
first half of this year and boost line-ups to support all
displays including plasma display panels.
Digital 3D TVs, which use double layered images and special
glasses to give viewers the sensation of seeing the depth of
three dimensions, are set to become the next battlefield for top
Samsung aims to sell 35 million LCD TVs this year, including
10 million TVs using LED backlights.
LG, which plans to unveil a full line-up of 3D TV models
with new technology improvement in the second half, said late
last year it aimed to sell 400,000 3D TVs in 2010 and 3.4
million in 2011. LG currently offers one 47-inch 3D TV, which is
sold mostly to businesses due to the high price tag.
(Reporting by Miyoung Kim; Editing by Ken Wills)