Magazine article Marketing

Toshiba Blazes TV Trail with Dolby System

Magazine article Marketing

Toshiba Blazes TV Trail with Dolby System

Article excerpt

Toshiba blazes TV trail with Dolby system

Consumer electronics giant Toshiba plans to carve out a new sector in the [pound] 1.1 bn colour television (CTV) market by launching the UK's first mass-market quadrophonic TV sets.

The two sets will be launched in October under Toshiba's new upmarket sub-brand Tritan - the company's first CTV sub-brand since Blackstripe faded out in the mid-80s. The sets contain Nicam stereo sound decoders and Dolby Surround circuitry which produces cinema-style four-channel sound from four speakers located in front and behind the viewer.

The products cost up to [pound] 150 more than standard Nicam sets, but priced at [pound] 699 and [pound] 799 they are still within the bounds of the large screen sector which accounts for 75% of the market's value. Toshiba says it is going to market the Dolby Surround feature "heavily" - at the moment the benefit has largely been confined to audiophiles willing to buy separate decoders or pay [pound] 2000 for a luxury television set. …

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