Pandemic boosts demand for 4K big screen TVs in India: Sony | Tech Reddy


The television market in India has evolved over the years, but nothing more than what we have seen since the pandemic. Televisions are affordable, and many of you are choosing to go for smart TVs rather than the old LED ones. Screen resolution has exploded from full HD to 4K as technology has become more accessible, allowing more people to experience these features.

But the trend is not limited to brands like Xiaomi, Realme, Vu and OnePlus, old horses like Sony have been more active and have shown that they can go beyond the premium market with quality products in different price ranges. So, to understand how the company did this and what it thinks about the future of the TV business, we talked Sunil Nayyar, Managing Director at Sony India to get a closer look at the sector, the company’s product strategy and how it has met the changing needs of consumers in India.

News18 Tech (NT): Sony BRAVIA TVs are placed in the premium category, how has the range fared in the last few years?

Sunil Nayyar (SN): The increase in the consumption of OTT content during the pandemic has created a shift from the small screen to large televisions, which is clearly visible in all industry reports. OTT exclusive releases and the rapid rollout of digital have created a need for home cinema setups with large screen televisions.

To meet these needs, Sony BRAVIA has become the preferred choice for consumers because of the many industry-first technologies we offer. Proprietary technologies such as BRAVIA XR, Triluminos, and 3D surround sound, combined with industry technologies such as Dolby Vision Atmos, IMAX Enhanced and Netflix Calibrated are now household names.

The new Master Series OLED A95K offers greater efficiency with color brightness up to 200% compared to conventional OLED technology. Overall, our premium TVs have grown by more than 60% over the past two years and our premium OLED series and Full Array LED have contributed significantly to this success story.

NT: What do you think the television sector is getting with the slew of smart TV brands?

SN: With the expansion of OTT services and the increase in the number of Apps available on the television, consumers have a variety of choices with different smart televisions currently available in the market. In this world, Sony offers smart TVs equipped with the latest Google TV UI to not only ensure the latest functions but also provide a secure platform.

NT: Most TV brands these days are looking to develop their own TV software, so what is Sony’s plan for the TV platform?

SNAs mentioned earlier, the entire FY22 BRAVIA TV range is now optimized for the Google TV platform with the best UI and optimal content viewing experience. Using the Google TV platform, customers can not only enjoy the ease of use but also the security of the updated platform.

NT: Sony has its own software, why did you decide to switch to Google’s TV platform after all these years?

SN: While Sony software has technological advantages; From a customer experience perspective, Sony is partnering with Google to use their platform to provide consumers with the entertainment experience they are used to.

NT: Smart TVs run on Android like smartphones and need an update to protect the TVs, can Sony shed some light on its plan to update the existing Sony smart TV model?

SN: In accordance with Android/Google platform security standards, we will provide timely TV updates.

NT: What screen size do most Indian consumers prefer, and are they going for Full HD or 4K TVs?

SN: Since the pandemic, people spend more time at home and this situation has created a great need to improve and make the cinema at home experience leading to a definite change to the size of the screen especially 140 cm (55) and more models. . Technologically, consumers are moving from full HD TVs to 4K TVs as 4K content is readily available these days and with the latest movie releases acting as a catalyst for 4K TV demand.

NT: You started manufacturing TVs in India in 2015, what are the challenges of local manufacturing if any?

SN: All our BRAVIA TVs are now manufactured seamlessly in India.

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