The company is launching two feature-heavy sets in the 29-inch and the 34-inch segments, priced at Rs 39,900 and Rs 65,000.

Philips India, vice-president, consumer electronics, Ravi Pisharody, said, "The main motive of our World Cup campaign is to lead the development of the large screen segment. With our technology and competitive pricing, we hope to be a leading player."

Philips's World Cup ad campaigns will have "Take the right decision" as the baseline and will evolve around "the third umpire concept" to demonstrate the superiority of Philips Powervision CTVs.

The company, announcing the introduction of the 32 new products on Friday, said that the `double window range' of CTV sets were an improvement over the existing Powerchip picture processing technology with features like incredible picture and dynamicnoise reduction.

"The incredible picture combines a host of picture processing capabilities like luminance and colour transient improver and skin tone correction. All these make the minutest details of the picture come alive: be it a close run-out or a caught behind. The images that give you the expertise of the third umpire," Pisharody explained.

Philips boasts of another feature: the mega double window screen format. This will enable viewers to split the screen and watch the telecast of two channels simultaneously.

The company has increased its market share in the last three months due to the success of its 21-inch 240 B model. Philips has also improved its sales in the large screen models. "One of our biggest achievements in the recent past has been the successful launch of the 240 B model late last year. It is a leading seller in the 21-inch category," Pisharody said.

Philips has moved up from the sixth position to the number four brand, according to ORG figures (January 1999). The company, withits new launches in the high-end segment, hopes to get back into the top three bracket of CTV brands this year. Pisharody said the company would provide dealer incentives this year to spruce up its sales.