This IDC study looks at the worldwide market for LCD televisions. It includes a market forecast from 2006 to 2010 split by region, by technology, and by screen size. The document also splits out the market by common television (SD, enhanced definition [ED], and high-definition [HD]) resolutions. For the big fish, we believe that 2006 will be a year of "waiting it out," but it will be a time of hyperintense competition for the little ones. Continuing drops in ASPs will cause no-name brands such as Emprex or Akai and their ilk to sell products at very, very low prices, without rebates, within retail. These two conditions are important, as retailers will have many OPP options from which to choose, as a counterpoint to the traditional premium-oriented brands such as Sony, Panasonic, or Toshiba.

"The big fish need to stick to their guns, ride the wave of naturally falling ASPs, and do business as usual. Sell in your usual places, discount at the usual times, rebate at the usual times, but don't gut react downward to the bottom feeders. Continue to sell at a moderate premium that won't turn consumers away from your well-known brand to other well-known brands, but be mindful of the pricing activities of now-established value brands. Fight the fight within your own class level and let the market weed out weakest of the 90+ brands as ASPs continue to decline." - Eric Haruki, research manager, Displays and Projectors Research