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August16,2005TVFlashReportUSATVStreetPricingNewsandTrends:PriceDropsContinueinAllTVTechnologies.............................................................1PDPPriceTrends:42”EDandHDPricesFall4%.................................1USRPTVPriceTrends:DoubleDigitPriceDropsinCRT.....................4LCDTVPricingNews:JapanMarketShowsGreatestUniformPriceDrops.......................................................................................................6August14SundayCircularReport...........................................10CRTTakes40%ShareasTVAdsIncreaseby18%ThisWeek..........10AdvertisementsbyTechnology.............................................................15CircularRetailerPromotionsandAnalysis............................................16TVStreetPricingNewsandTrends:PriceDropsContinueByMarkSchutterPDPPriceTrends:42”EDandHDPricesFall4%Asindicatedinthefollowingfigure,averagepricesinallthreePDPcategoriescontinuedthefive-monthtrendofdroppingpriceswithboth42”EDandHDfalling4%,agreaterdropthanoccurredinJune.Theaveragelowpricefor42”HDfellfrom$3351to$3254,andEDmodelsdroppedfrom$1974to$1896.Meanwhile,50”showedaslightlysmallerreductionat3%from$4914to$4786,flatteningslightlyafterdeeperdropsinJune.Thepricegapbetween42”HDandEDnarrowedagainthismonthto$1358fromJune’s$1377.Weanticipatefurthernarrowingasnewmodelsaretransitionedin.The50”/42”HDpricegapnarrowedfrom$1563from$1532asthemonthproducedmoreaggressivepricingon50”modelswithBestBuyandCircuitCityoccasionallygoinghead-to-headonaSKU.Figure1MonthlyUSPDPTVStreetPricing$0$1,000$2,000$3,000$4,000$5,000$6,000$7,00042EDTV$2,538$2,310$2,224$2,191$2,259$2,289$2,365$2,099$2,099$1,983$1,974$1,89642XGA$4,005$3,924$3,479$3,403$3,478$4,081$4,120$3,620$3,508$3,399$3,351$3,25450HDTV$5,842$5,308$5,154$5,001$4,945$5,546$5,690$5,195$5,193$5,118$4,914$4,786Aug-04Sep-04Oct-04Nov-04Dec-04Jan-05Feb-05Mar-05Apr-05May-05Jun-05Jul-05TheDisplaySearchMonitorAugust16,2005Page342”EDTVmodelsbypricesegmentareshownonthefollowingtable.Atotalof17PDPTVpriceswerecapturedwithfourPDPTVssoldbelowthe$1500pricerangeinJune.CircuitCityfeaturedanESAPDP4294LVfor$1400;BestBuysoldtheMaxentMX-42VM11for$1425,whileCostcoagainfeaturedtheAkaibrandPDP4298EDat$1500.CompUSAandCostcoalsofeaturedtheAkaiPDP4295EDat$1499.The$1501-1700segmentalsofeaturedfourmodels.Table142”EDTVModelsbyPriceSegmentJul-05$15004$1501-17004$1701-19003$1901-21003$2101-23000$2301-25002$25001Total17Thefollowingtablereveals42”XGAPDPTVsbypricesegment.The1342”XGAPDPTVsweresoldatsixmajorretailersinJune.Twomodelsweresoldfor$2000orunder:aPhilips42FD9954atCompUSAandaVisioP42HDatCostco.Sixoutofthirteenmodelsfellbetween$2401-3500withjustoverhalfofthe13SKUssellingforover$3000.Table242”XGAModelsbyPriceSegmentJul-05$20002$2000-22000$2201-24001$2401-30003$3001-35003$3501-40002$4001-45001$4501-50001$5001+0Total1350”HDTVmodelsbypricesegmentareshowninthefollowingtable.OftheeightpricescapturedinJuly,fourmodelswereunder$4500,andfourmodelsweresoldinthe$5001-6000range.Akailedthe50”PDPTVsegment;theirPDP5006Hwasthelowest-pricedamongthesampledretailersat$2999.ThePanasonicTH50PX50Uhadheavyadplay,especiallybetweenBestBuyandCircuitCityandsoldfor$4500atlowest.Table350”HDTVModelsbyPriceSegmentJul-05$40002$4001-45002$4501-50000$5001-55001$5501-60003$6001+0Total8TheDisplaySearchMonitorPage4August16,2005USRPTVPriceTrends:DoubleDigitPriceDropsinCRTThefollowingfiguresrevealspricetrendsofCRT,DLP,HTPS(LCDRPTV)andLCOSbasedRPTVssoldintheUS.WelookatthreeRPTVsizecategories—40-49”,50-59”and60-69”RPTVs—infourdifferenttechnologies.The40-49”MDsegmentcontinueditsdeclineinJune,andtheCRTRPTVsegment,whichhadrisenslightlyinJune,wasalsodowninJuly.AveragelowpricesfortheCRTRPTVsegmentdropped11%from$1248to$1111.Wesawincreasesinthissegmentthelasttwomonthswithlessaggressiveadvertisedpricingandfeweradsinthissizesegmentoverallwithnewmodelstransitioningin.Weexpecttoseepricedropscontinueasweenterfall.Generally,CRTRPTVsegmentislosinggroundtoPDPandLCDTVasthesetechnologiesgainmarketshareintheUS.AveragelowDLPpricesfell5%from$2058to$1985asadvertisingshareinthistechnologyhasrisenoverthesummer,partlyattheexpenseofLCDRPTV(HTPSinthefollowingfigure),whichalsosawadeeperpriceadrop,down8%from$1931to$1770foraveragelowprices.Figure240-49”RearProjectionTVAverageLowPriceComparison$0$500$1,000$1,500$2,000$2,500$3,000CRT$1,338$1,336$1,283$1,239$1,316$1,348$1,222$1,196$1,167$1,246$1,262$1,306$1,291$1,139$1,209$1,248$1,111DLP$2,639$2,498$2,345$2,413$2,459$2,299$2,195$2,246$2,100$2,195$2,455$2,287$2,144$1,975$2,197$2,058$1,985HTPS$2,317$2,309$1,878$1,862$2,168$1,973$1,975$1,950$1,814$1,987$2,011$2,114$1,975$1,982$2,053$1,931$1,770LCOS$2,499$2,681$2,496Mar-04Apr-04May-04Jun-04Jul-04Aug-04Sep-04Oct-04Nov-04Dec-04Jan-05Feb-05Mar-05Apr-05May-05Jun-05Jul-05ThefollowingfigureshowsRPTVsbytechnologyandbypriceranges.AllfiveCRTRPTVmodelswerepricedunder$1500,withanAkaiPT4299HDbelowthe$1000rangeat$737atCircuitCity.IntheDLPRPTVsegment,threemodels’priceswerecapturedwithtwooutofthreeintheunder$2000segment.TheLCDRPTVsegmenthadfivemodels,