trade comment: television
“Consumers want easy-to-use products that deliver a great experience”
The TV market is currently buoyant, with a raft of new product and technology announcements set to revolutionise (at a price!) the way we watch TV. IER recently caught up with Sony’s UK & Ireland TV Marketing Manager Mike Somerset, to hear more about the brand’s recent launches, and to find out how retailers can maximise selling opportunities in-store.
H
ow is the television market performing? What factors do you attribute to this performance?
Sony is renowned for producing
products that combine the latest advances in technology but with cutting edge design. We want our consumers to have the best possible experience, by manufacturing TVs that provide excellent sound and picture quality. The TV market is performing well, as consumers seeking the ultimate home entertainment experience are interested in new technologies such as OLED, 4K and HDR.
Announced at CES, the new Master Series
ZG9 8K HDR Full Array LED and AG9 4K HDR OLED both feature the latest generation Processor X1™ Ultimate for accurate detail and contrast. Not only do the ZG9 LED and AG9 OLED produce excellent picture quality but also premium sound quality. Both models feature the new Sound-from- Picture Reality which faithfully reproduces the position of the sound on the screen, meaning when actors are speaking, the
sound appears to be coming directly from their mouths and not from a speaker off to the bottom of the TV. The ZG9 also incorporates accurate sound positioning which is another key factor as TVs get larger and slimmer. We have expanded Acoustic Surface Audio technology for 2019 with Acoustic Multi- Audio. To deliver the Sound-from-Picture Reality experience, the new Acoustic Multi-Audio on the ZG9 utilises front-facing speakers; two on the bottom and two on the top – to deliver a faithful sound position. Viewers will hear the sound coming from the screen, and not where the speaker is located. In addition, the ZG9 has a TV Centre Speaker Mode for those who have a home cinema setup – so the TV becomes the centre speaker.
What key trends do you see in the market? What is the outlook? Acoustic Surface leads the way in creating the best possible sound experience. Sounds are heard from the areas of the screen
where the actor is speaking, or true action is happening. The Sony Master Series BRAVIA models have been designed to create a home theatre experience as the creator intended – both visually and audibly. In terms of current trends, consumers want easy-to-use products that deliver a great experience. Design is also important as it’s a way of differentiating from the competition but also creating an identity and with screen sizes on the increase, consumers want them to fit into their living room style.
What would you say to retailers looking to improve sales? Retailers can maximise opportunities
by communicating and demoing key TV technologies effectively so consumers can see the benefits for themselves, and understand how our TVs product excellent sound quality and picture quality. It is essential to have well trained staff who can communicate messages effectively. Demonstration is key because it gives consumers a chance to see how products sound and feel. We ensure retailers are equipped with
eye-catching in-store POS displays to effectively demonstrate product benefits and to explain how the product enhances their listening experience. Promotional activity is also important as it brings consumers into our stores to try our products, which, in turn, drives sales.
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www.innovativeelectricalretailing.co.uk
April 2019
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