The average size of an LCD TV in a European home will be 60 inches within 10 years, according to research commissioned by Sharp.
The electronics giant also told electrical retailers magazine ERT Weekly that it wants to be the number one manufacturer in large screen LCD by the start of next year.
The magazine reports that Sharp plans to launch 42 inch, 46 inch, 52 inch and 65 inch LCD TVs this year.
‘Kings of the big screen’
Sharp’s Head of Marketing and Communications, Mike Gabriel, said: ‘In the trade, there is definitely a trend towards bigger screen sizes – more size for your money.
‘Our statement is that we’re going be to kings of the big screen. That’s where we’re hanging our hat – it’s the direction we’re going to carve out.’
He added: ‘We’re encroaching on the territory of plasma. By the beginning of 2008, we want to be number one in large screen LCD – that’s our game plan. We want to be the big player in big screen.’
Sharp will unveil its latest LCD range, as well as a new Blu-ray player, in Berlin in August.
Which? senior researcher Michael Briggs said: ‘This confirms trends we’ve been observing for a couple of years now – screens are getting bigger and LCD is eating into plasma TV territory. However, I don’t think living rooms are necessarily getting bigger!
‘One thing to point out – we tend to notice that the bigger the screen the more likely you are to notice some of the unpleasant picture side effects of digital processing. Bigger screens tend to be less forgiving than smaller ones. So buyers should make sure they’ve got a big enough room to watch from a comfortable distance.’