The range, which includes a host of products like CTVs and refrigerators, is currently being showcased at the Videocon stall in the ongoing International Consumer Electronics Fair, IFA `99 in Berlin, Germany.

The product targeted at the upper-end of the market, will incorporate several features that are totally new to the Indian market, claim company sources. The CTVs under the `Next' brand will offer over 20 features like channel selection mode, personal channel organiser, games, selectable picture and zoom options among others. The range will also comprise an Internet TV.

The CTVs come in attractive metallic colour options, which is similar to competitor Onida's range of products. The company is planning to roll out models in metallic black and grey to begin with. ``The `Next' range will bear price tags rangingfrom the mid- to the upper-price segment,'' says VIL deputy general manager marketing (colour televisions) Ravi Sharma. The price range is between Rs 6,000 and Rs 30,000.

VIL is also planning to launch a CTV in the 14-inch segment which will be similar to competitor Onida's Candy launched recently in the Indian market. This product is, however, not part of the `Next' series.

In a break from the recent past, when the company witnessed a spurt in its bottomline on account of its low-to-medium pricing, VIL is attempting to acquire a medium-to-high end makeover. The `Next' series is a step in this direction, say company sources.

``The Next range of products showcased at the IFA 99 are fairly attractive. However, a lot will depend on the timing of the launch and as to how it is marketed,'' said Consumer Electronics and Television Manufacturers Association (CETMA) president KS Raman.

According to a few consumer electronics dealers from India, present at the IFA, the `Next' range is likely to give toughcompetition to players in the top end of the market like LG and Sony. In televisions, the LG Golden Eye and Sony Kirara Basso will face maximum heat, they say.

The Rs 2,100-crore VIL is a major player in the Indian consumer electronics market with a diversified presence in CTVs, audio assemblies, refrigerators and washing machines. These are assisted by VIL's established after sales service support.