Asustek plans LCD TV launch

Asustek Computer plans to launch three LCD TV models by March, extending the growing visibility of its brand name.

Asustek Computer plans to soon launch its first liquid crystal display (LCD) TVs, extending the growing visibility of its brand name.

The Taiwanese technology company, already the world's largest maker of computer motherboards and a contract manufacturer of gadgets, including notebook computers and game consoles, will have a total of three LCD TV models for sale in Taiwan by the end of March 2006, according to a product manager at Asustek, Lichen Che.

"The current target market for now is Taiwan, but we will launch our LCD TVs in a different region in the near future," he said.

Asustek would offer a 32-inch LCD TV aimed at mainstream users as well as 32-inch and 42-inch luxury models for users willing to pay more for higher specifications, he said. Pricing would depend on specifications and market competition, Che said. He did not provide additional information regarding the specifications of the TVs.

Asustek decided to enter the LCD TV market a long time ago, but since televisions were a new product category for the company, it worked until it was satisfied with the quality of the LCD TVs it was going to put on the market, he said.

Asustek also sells notebook computers, mobile phones, personal digital assistants and various components under the Asustek and Asus brand names. In recent years, Taiwanese companies have embarked on a strategy of expanding their brand awareness to grab the attention of more users, and break away from relying exclusively on contract manufacturing.

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Dan Nystedt

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