Hitachi Launches Ultra-Thin HDTVs For U.S. MarketHitachi Launches Ultra-Thin HDTVs For U.S. Market

Hitachi on Monday introduced an ultra-thin line of high-definition TV monitors for the U.S. market, joining rivals in trying to lure high-end buyers with sleek designs.

Hitachi branded the line called "1.5," which reflects the new products' one-and-a-half-inch thick display, making it suited for hanging on a wall. The new liquid crystal displays (LCD) will be available in retailers starting in the first quarter of this year.

Hitachi plans to offer monitors of 32, 37, and 42 inches, which are the most popular sizes in the mainstream consumer market. The company, however, has given the new products a sleek design meant to appeal to people who can afford to pay more for a stylish product. "Consumers who seek luxury are our target," Daniel Lee, VP of marketing for Hitachi America, told a news conference at the International Consumer Electronics Show in Las Vegas, Nev.

Hitachi is not the only vendor at CES this year introducing ultra-thin HDTV monitors. Samsung debuted a 52-inch ultra-slim LCD TV at the show, but has yet to begin production.

Panasonic showcased a 50-inch plasma TV monitor that's an inch thick, which is about 75% thinner than current models. In addition, the display consumes half as much power and weighs half as much as current models. Panasonic did not say when it would start selling the new product.

Plasma TVs are not nearly as popular with consumers as LCD sets. Manufacturers are expected to ship 165.3 million units of the latter globally by 2011, compared to 19.3 million units of plasma TVs, according to iSuppli. In 2006, manufacturers shipped 41.4 million LCD TVs, and 9.3 million plasmas,

Ultra-slim HDTVs offer well-off consumers convenience and a hip design, while giving manufacturers a product that can command a higher price, which translates into a higher profit margin than run-of-the-mill digital TVs. The latter is a commodity in which manufacturers often compete on price.

The 1.5, which Hitachi launched in Japan in December, is the company's first ultra-thin HDTV monitor in the U.S. market. "We look at this product as a launch pad for Hitachi," Kevin Sullivan, senior VP and chief strategy officer for Hitachi, said at CES.

The new displays have full HD resolution of 1920 x 1080p, and use Hitachi's proprietary "Reel120" technology that smooth out the jerky effect sometimes seen on LCD screens when a picture makes sweeping, side-to-side movements.

Hitachi plans to release the 32-inch 1.5 this quarter, with the 37- and 42-inch models following in the second quarter. Pricing will be announced at the time of release.