Sharp unveils flat-panel TVs targeted at the mass market

Sharp Electronics is launching a range of flat-panel televisions aimed at pushing LCD screens into the mass market in the UK.

The Aquos P50 Series, launched this week, has been designed to work with existing European TV transmission signals, but also with the high-definition signals that will be introduced over the next few years. Flat-panel TVs are usually developed for the American and Japanese markets.

The launch will be supported by a marketing campaign that will include an Aquos brand campaign, created by Wieden & Kennedy last year that will run on TV from September. The ads will break across terrestrial and satellite channels to coincide with the start of the UEFA Champions League in an effort to target 24- to 55-year-old men.

It will be supported by a press campaign in the Sunday supplements and point-of-purchase material. A campaign in lifestyle and specialist magazines, which uses elements of the brand advertising, will run from this month.

The range, which features 26-, 32- and 37-inch models, offers consumers TVs that will continue to provide a high-quality picture as broadcasters move towards using the high-definition transmission signal.

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