According to Philips India senior vice president (consumer electronics) Rajeev Karwal: "Our emphasis for the colour televisions segment will be on new technology products especially digital technology." Mr Karwal, who has scripted success stories for Onida and LG Electronics is, however, not unduly perturbed at the current problems Philips is facing in the colour television segment.

As he puts it: "We are not worried about short term sales and profitability. With our new age products, we expect to make a turnaround."Philips currently holds 5 per cent of the colour television market in India. The 21-inch CTV accounts for 45 per cent of total Philips CTV sales. With the show casing of these new products at the India International Trade Fair, Philips is hoping to make the Indian consumers familiar with their new range. These include Integrated Wireless FM Digital Widescreen TV, High Definition Rear Projection TV and Real Flat TV DVD. Philips is also planning to introduce internet television in the Indian market by mid-2001.

Senior Philips officials, however, admitted that it would take another two years before digital television made an entry in India. Moreover, with receivers adding to the cost factor, the initial price range is expected to be in the Rs 1-6 lakhs segment.

Philips, however, has taken steps to tackle the situation at hand. Senior general manager (marketing-televisions) Suresh Sukumaran points out: "We are increasing volumes and cutting cost of operations."

Says Mr Sukumaran: "We have achieved success with our Cinema Surround range. It is customised specifically for India. We are selling around 5,000-6,000 units per month." "We have ownership of this concept and we plan to take it forward," adds Mr Sukumaran. Philips has also introduced television sets in the high-end segment which has digital inputs. The 29 inch 100 Hz Digital Scan set, launched a few months back, is claimed by Philips to be a third generation product in its range which uses Digital Natural Motion. Philips' claim that this is an improvement to the first generation Digital Natural Scan used by the other manufacturers.

As Mr Karwal puts it: "We will make the transition from the analog to the digital age with the gradual use of digital components."The black and white televisions market continues to be a significant contributor for Philips, with nearly 20 per cent of total television sales coming from this segment.

Travel for the story was sponsored by the company