Al Sayegh named distributor for LG plasma panels

LG Electronics has confirmed Abu Dhabi-based Al Sayegh Brothers Trading as the UAE distributor for its just launched "Flatron" plasma digital panels (PDP) that can serve as both high-definition televisions or computers. Al Sayegh will also represent LG's LCD panels.

The South Korean consumer durables maker is represented by Al Yousuf Electronics for its conventional lines. "The PDP range is an entirely new category we are getting into right now, which is targetted at different market segments and price bands.

Al Sayegh were very willing to make the heavy commitments required to grow the PDP market here," said M.B. Shin, president of LG Electronics' Middle East and Africa operations. A "deluxe" showroom will be built, most likely in Dubai, for LG's digital line-up.

The 40-inch model will carry price tags about 10 per cent higher than comparable models, which are in the Dh40,000 to Dh50,000 bracket. The 42- and 60-inch versions will follow. The market for such units is still relatively low at about 200-300, but LG believes that with expansion going on at airports and the rapid development of new malls, there may be sizeable demand for PDPs.

Dubai International Airport has one of the highest number of such units in the Middle East, installed as part of expansion completed last year. Shin added that it's not necessary that LG would have separate dealerships to handle the PDPs in the other Gulf markets as it did for the UAE.

"The market is still in its infancy. Advance of digital television in this region will heighten demand for PDPs. The current range can be used for digital or analogue reception. By 2003 we hope to be the regional leader with a 30 per cent share."

Worldwide, the company forecasts 85,000 PDP unit sales this year. LG recorded a 25 per cent increase in Middle East and Africa turnover during the first quarter. Last year the territory contributed $730 million.