By Lisa Johnston
New products on display at the American International Toy Fair, held in N
NuVision, a start-up flat-panel TV supplier, announced that it will soon enter the competitive U.S. market with a line of high-definition LCD TVs in screen sizes ranging from 23W inches to 45W inches.
The U.S. sales company and the NuVision brand are owned by Audio Video Specialists of Hong Kong. The U.S. company is headed by CEO Scott Deley. Joining Deley as display development director is Foy Wilkey, a long-time veteran of Thomson, who helped launch numerous lines of RCA and ProScan video products.
NuVision is scheduled to ship on April 15, its first two LCD-TV monitors in the 26W-inch and 32W-inch screen sizes. NuVision plans to carry five models this year: the 23W-inch NVX23HDU ($1,299 suggested retail, shipping in May); the 26W-inch NVX26HDU ($1,599); the 32W-inch NVX32HDU ($1,999); the 37W-inch NVX37HDU ($2,999, shipping in June); and a 45W-inch model (shipping in September at a price to be announced later).
All but the 45W-inch model are HDTV monitors, meaning they will lack integrated ATSC tuning. The 45W-inch model is slated to include digital tuning capability.
All models will feature NuVision's “Deep Black LCD” technology, which is said to produce a contrast ratio as high as 1,000:1 in some models.
NuVision will employ a “selective distribution” strategy, focusing primarily on high-end A/V specialty and custom installers. The company also plans to direct market products from its own Web site, which it will use as a brand building tool.
However, NuVision said it will not use e-commerce distribution beyond its own site, where it can control pricing to protect profit margins for its core high-end retailer base.
“The Internet will play an important role, with the development of the NuVision.com Web site,” said Deley. “In addition, there will be other targeted initiatives utilizing a variety of advertising and promotional tools, both directly with NuVision and in partnership with retail partners and distributors. More information and promotion will increase as NuVision becomes more established in the market.”
NuVision plans to make its mark by offering “innovative new technologies, a world-class manufacturing partner [which it would not name], quality customer service, sleek aesthetics and affordability,” said Deley.
Deley said NuVision will use only those dealers capable of delivering high-quality service and installation so that end users can “easily purchase a high-performance LCD television while at the same time gain piece of mind with the sale, installation and customer service provided to them.”
“The NuVision product line addresses the home A/V specialist and custom install markets currently ignored or treated as a sideline by other manufacturers,” said Wilkey. “NuVision offers an excellent performance/value ratio with selective distribution, which is something that the A/V specialist and CEDIA channel desperately needs.”
NuVision will back its products with a NuCare warranty program, offering an advance exchange program and in-home service for sets larger than 26 inches. The program will be underwritten by a well known national provider to be announced shortly.
Beyond Deep Black technology, NuVision LCD models will include a NuVision Intelligent Digital Optimization circuit, which will produce an optimized picture with clean edges and smooth motion, the company said.
Also included is a NuControl bidirectional RS232 interface with polling.
NuVision said its price points will be “highly competitive with mainstream brands,” while delivering CEDIA level performance and functionality.
All models will feature 1,366 by 768 high-definition pixel resolution, 10ms response time, 500 cd/M2 brightness and DVI with HDCP input. The 26W-inch and 32W-inch models produce a 1,000:1 contrast ratio, while the 23W-inch, 37W-inch and 45W-inch models are listed at 800:1.
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