Turning viewers on to LCD technology: Sharp's launch of LCD screens into the mainstream TV market will be a welcome boost for a sector that has lacked innovation. But will looks alone encourage viewers to switch?

Marketing Week, September, 2004 by Caroline Parry

It is not so long ago that the television set was considered to be an eyesore in the corner of the living room, something to hide away. But the launch of flat-panel technology has changed all that, and the ultra-modern TV screen is fast becoming the centrepiece of stylish living rooms.

The launch of flat-panel plasma and liquid crystal display (LCD) screens has kick-started a sector in which innovation was for many years limited to the size of the screen and the colour of the box.

But so far the high price tag on plasma and LCD screens has meant that they have only been affordable to the corporate world and more affluent consumers. But this is set to change. Consumer electronics brand Sharp has appointed advertising agency Wieden & Kennedy to produce a...