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Inside LG’s Ultra-High-Definition 4K TV Launch

If you have 4K TVs and a great sale, customers will come

October 25, 2012 By Jeff O'Heir
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LG's new 84-inch Ultra-High Definition 4K TV (84LM9600), with an MSRP of $19,999 that is almost as stunning as its picture, isn't for everyone. But it sure does a lot to attract a hell of a lot of people when the launch event is coupled with a storewide sale.

Such was the case at Video  & Audio Center in Lawndale, Calif., where hundreds of people lined up for hours before the store opened to take advantage of across-the-board deals, catch a glimpse of the new set, and even buy one.

"Our industry needed this new technology," said Joseph Akhtarzad president of Audio Video Center. "The buzz around ultra-high definition 4K will get even more people interested in the whole line of new HD TVs."

He was right. Joseph and his brother Mayer, vice president of the retailer, plastered local media with advertisements for the event during the last week. By about 1 p.m. on Thursday, an hour after the doors opened to the public, the brothers had already sold six of the 4K sets and had pre-orders for at least 14 more. Despite the hundreds of invoices Video Audio associates were filling out for other products, Mayer Akhtarzad said the 4K set will be a strong seller throughout the holidays. And he's waiting for four more manufacturers (he wouldn't say which ones) to launch their 4K models in the next month or so.

"I believe I can move as many (4K TVs) as LG can supply me with," Akhtarzad said, as hundreds of people line up at the registers and hundreds more snaked around the front of the store and down the street waiting to get in. "We've been around for 32 years so we have the clients. We always introduce the latest technologies to the market; we're known for that."

Audio Video isn't the only retailer getting a piece of the action. Jay Vandenbree, LG's senior vice president home entertainment sales and marketing, said about 20 other specialty CE dealers will be receiving their Ultra-High Def 4K sets during the next six weeks. Internet sales will be banned, although broader CE retailers could receive the sets during the next six months he said. But specialty dealers, he emphasized, will have the first shot.

"This is a whole different level of performance and technology that needs to be demonstrated and talked about by professionals, and who's better at that than the specialty dealers," he said


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