The first line of SRS-certified colour TVs with SRS 3D Sound will be launched in the next few months. 3D Sound is an audio enhancement technology that creates a powerful 3D sound experience from any mono or stereo signal.The licensee arrangement includes payment of chip royalty for using the technology. Sanjay Gajjar, technical sales manager, SRS Labs, Europe, while refusing to divulge the amount, said, ``The understanding is that Salora International can use and incorporate all our technologies.''

As such, the new CTV range will be followed by products with other SRS technologies in future, like circle surround technology, which is being used by companies like Kenwood in its hi-fi systems.

While SRS has a host of MNC giants-Sony, LG, Samsung, Philips, Kenwood, Pioneer-using its technologies, most of these products are not available in India. Sony, the largest and earliest of SRS' licensee partners, has launched its Wega range with true surround sound system based on SRS technology in India.

This makes Salora the first Indian TV manufacturer to introduce an SRS technology-based product line in the Indian market. The range, incorporating the SRS 3D stereo system and consisting of 21, 25 and 29 inch models, will be launched within a period of two months. Says Kumar Subramanian, general manager, sales & marketing, Salora International,``the new range will cost Rs 1,000 more than the current prices, which range from Rs 11,995 to Rs 20,995.''

SRS Labs is a leading provider of audio and voice enhancement technologies to manufacturers of consumer electronics, computer games and telecommunication equipment. It is in talks with manufacturers for hi-fi products as well as cell phones.

It is also in talks with some major Indian manufacturers for `after market' products that can be plugged into existing audio and video systems to produce superior sound effects. SRS is active in the after-market segment in China.

The tie-up with SRS for access to superior sound technologies and offer value-added products is part of Salora's bid to reposition the brand vis-a- vis the higher-end urban consumer. It has also recently introduced DVD and VCD players. The company is targeting three per cent share of the CTV market this year and five per cent next year, against its present share of 1.5 per cent.