High definition is Sony's mantra for India

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New Delhi, May 8:: Japanese consumer electronics giant Sony is strengthening its focus on high definition (HD) technology in India by launching a host of HD enabled products in the country, along with initiatives to develop HD contents.

"The Indian market is developing, and the demand for HD products is also increasing in the country. We would like to cultivate the demand for HD in the country," Sony India Managing Director Masaru Tamagawa said in New Delhi.

He said the company was also holding talks with broadcasters to develop HD content, which is yet not developed in India. "Sony is aggressively approaching broadcasting companies for content creation as it has all the equipments required," he said.

High-definition content whether images or videos have greater resolution than traditional standard resolution. The images and pictures appear more clear and sharp.

The company today launched a range of HD Cyber-shot digital cameras and Handycam camcorders, which will help it in creating a bigger market for HD in India and facilitate a shift in consumer preferences from Standard definition to this latest technology.

It has also introduced three compact digital printers and two new digital photo frames in the market along with digital cameras and camcorders. The digital cameras range between Rs 15,990 to Rs 19,990, camcorders are priced at Rs 49,990 and Rs 59,990, while printers are available between Rs 5,990 to Rs 9,990.

Sony India will spend Rs 200 crore in this financial year on advertising and promotion of the entire range of consumer electronics, out of which Rs 60 crore will be spent only on digital imaging products.

According to Tamagawa, this year the digital camera market is expected to be around 1.2 million units, a growth of 50 per cent, against last year and the company is targeting a 40 per cent growth as compared to 35 per cent last year.

"While, the handycam market this year will be close to 2,20,000 units, with a growth of 20 per cent as against last year, and Sony's target is to grab a 75 per cent share of the total market," he said.

To drive the demand of its other products like Sony Playstation, the company is also developing India specific content. It has already launched SingStar, a new game on PS3 and 'cricket' was next on the cards.