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Eviant Strives For Value, Styling In Portable LCD TV Line

Sensing an underserved market for portable, inexpensive LCD TVs, Eviant has developed a multicolored collection of small-screen HD models positioned as impulse items.

The company’s first television lineup consists of tiny screen sizes of 4.3 inches, 7 inches, 10 inches, 12.6 inches and 19 inches, all with HD resolution, the company said. The 7- and 19-inch units are expected to ship later this month.

Models will be available in four or five fashion colors the company’s business development and operations VP, Andy Frankel, said, Eviant will offer exclusive colors to some retail accounts under special purchase programs.

In addition to some electronics accounts, Eviant is pursuing a wide range of retail distribution channels from e-commerce accounts to non-traditional discount CE chains, department stores, drugstores and a variety of other nationwide retailers that cater to impulse traffic, Frankel said.

“As price points come down, the small-screen TV category will be pushed down from a male-oriented technophile market into an impulse-buy female-oriented market, where fashion colors become very important,” Frankel told TWICE, adding that offering a thin profile is equally as important as color selection.

“From a retailer’s perspective, offering products with a thin profile enables them to generate more return on their space, and makes it easy for the consumer to pick one up and put it into their car,” he added.

“Portable TV in the past was analog, didn’t work that well and was expensive. In the digital world it is going to work much better, and our price points will be much lower and more palatable,” he said.

All models offer built-in ATSC digital and NTSC analog tuners. Among the highlights of the line is the Eviant T7 7-inch model, which features a lithium-ion battery and built-in speakers, and comes with AC and DC car adapters, a remote control and a protective carrying case. The unit features sleek styling and a wide range of colors. The unit is slated to ship in late March at a $199 suggested retail

The 4.3-inch T4 will carry a $169 suggested retail when it ships in May, and the 19-inch T19 (shipping in late March at $299) will include HDMI, S-Video, VGA and composite video inputs and a features a 1,440 by 900 native resolution.

The 10- and 12.6-inch models are being considered for introduction later in the year, Frankel said.

Frankel said most of Eviant’s TVs will be available in time for the June 12, 2009, switch to all-digital TV broadcasting, and will be among the first portable models that will not require an analog-to-digital converter to receive the newer signals.