Channel ready to score with HDTV this summer
The FIFA World Cup is expected to fuel a surge in sales, although some retailers doubt its impact
With broadcaster Sky formally beginning its high-definition (HD) programming line-up today, and the FIFA World Cup looming, the channel is gearing up for a surge in demand for HD-Ready TVs.
Research from distributor Steljes has revealed that the size of a pub’s TV is the number-one draw for people who are planning to watch the World Cup away from home.
Warwick Hill, managing director of Steljes Managed Services, said: “With the World Cup only weeks away, pubs and clubs are preparing for a busy period. Now is the time to ensure they have the equipment in place so that punters have a good time.”
According to Dixons Stores Group (DSG), its Currys stores have been selling one HDTV every 15 seconds.
Hamish Thompson, a DSG representative, said: “There’s no shortage of demand for HDTVs, and that run-rate pre-dates our World Cup promotional activity.”
Lee Baker, divisional manager for home entertainment and displays at distributor Midwich, said: “I think the build-up to HDTV has been increasing steadily for some time. Compared with this time last year, we’ve probably sold five times more HDTVs. The big increase has been on the large displays. People want the biggest screen possible for their front rooms.”
Baker predicted a rush for products at the end of May as people decide to stock up for the World Cup.
However, e-tailer Excite IT did not think there would be an increase in demand.
Paul Graham, managing director of Excite IT, said: “We’ve noticed an increase in HDTV sales over the past six months, but it hasn’t been a phenomenal growth. I don’t think there will be a surge at the end of May before the World Cup. We are more likely to see a surge when terrestrial TV begins broadcasting in HD.”
To watch HDTV, consumers need to buy a Sky HD box. Sky started to take advance bookings for its HD boxes on 13 April, and has claimed to have received more than 40,000 advance orders.