This IDC study expects that LCD panel vendors will expand production of 32in. "cuts" in 2008, eliminating the previous year shortage that boosted ASPs for this size category. As such, projected supply of 32in. LCD TVs for the current year should be healthy, leading to quarter-over-quarter ASP declines and spurring increased shipments. Moreover, a robust supply (relative to expected demand) of large format LCDs, compounded by global economic weakness, will motivate LCD TV brands to cut prices to move boxes out the door. Prices for larger-sized LCD TVs are thus expected to decline aggressively throughout the year, ultimately dropping the 52in. category well under the $2,000 price point by the holiday season.

"The LCD TV power brands are slated to only get bigger in 2008, as Sony, Samsung, Sharp, and even Vizio will expand product lines to cater to a variety of buyers in the coming year. Once merely a budget player selling just on price, Vizio has yet more tricks up its sleeve, and will offer high technology 120Hz TVs at price points hundreds of dollars less than its legacy CE rivals. As such, we expect the "budget" LCD TV train to continue to chug along mightily for the short term, but may run out of track near the end of the forecast." ? Eric Haruki, research director, Displays and Projectors Research.