LCD TV shipments will outstrip plasma shipments from 2008 onwards, according to a new report from IDC.

IDC's latest local digital home research "Australia Plasma and LCD TV Market Forecast and Analysis 2004-2009: Think Thin" predicts that total plasma and LCD TV shipments will reach 563,400 units and 835,215 units in 2009, respectively.

The LCD TV market is expected to experience stronger growth than the plasma market over the forecast period 2005-2009. This is mainly because LCD is a newer TV technology and is also anticipated to experience more aggressive price declines. The wider range of screen sizes for LCD TVs allows it to target both the primary and secondary TV segments.

IDC research found that 40 inch plus LCD TV is the highest growth category. Although the larger screen size will experience more growth, this will not cannibalise the sales for smaller screen sizes, as they are competing in different market segments. IDC expects the smaller size category to grow as it will drive the secondary TV market by enabling the placement of LCD TVs in locations that previously could not hold a TV, such as kitchens and bathrooms.

"Overall, the combined plasma and LCD TV market in Australia has evolved to become very competitive. This is largely a result of the heightened competition led by the Korean vendors. The heated competitive environment, largely driven by pricing, has led several vendors to reposition their displays, with a focus on the value proposition as well as the compelling differentiators that their products have to offer as evident in their marketing and advertising initiatives," said Sophie Lo, IDC analyst for consumer digital markets.

"But the competitive landscape is no longer restricted to Japanese and Korean manufacturers. An influx of new brands are taking this market seriously. IDC expects greater competition among the vendors, with the entrance of a number of non-traditional TV vendors. The emergence of new brands in this market hints at a clash of the old and the new – with vendors like Sharp and LG belonging to the former while other vendors like BenQ and JNC are part of the newer group of vendors in the market," added Lo.

"As such, it is crucial for vendors competing in this market to differentiate from each other. To stand out from other plasma and LCD TV products, vendors should build unique displays such as individual kiosks in retail stores, to showcase the capabilities of the features and technology of their product offerings as well as improve their overall brand equity in the market," said Lo.

Other important factors driving the growth in this market include consumers' increased preference for the look and feel of flat TVs as well as the availability of high quality content.

"As high quality content becomes ubiquitous, consumers will recognise the need for advanced viewing capabilities that LCD TVs and plasmas offer," said Lo.