Seiki’s Cheap 4K UHD TVs: Market Expander or Market Killer?

Frank Kendzora, executive vice president of Seiki Digital/TongFang Global, talks about the strategy behindselling inexpensive 4K UHD TVs. The company at CE Week unveiled a 39-inch model for $699, to go with the $1,499 50-inch model that launched in April. A 65-inch model is expected by year's end.

DEALERSCOPE: Describe your go-to-market strategy for your UHD TV.

Frank Kendzora, Seiki Digital/TongFang Global: We launched a 50-inch true 4K panel and have plans for at least two more in the next few months: a 39- and a 65-inch. We may even introduce a 55-inch as well, before the end of the year. So we’ll have three, possibly four, by the fourth quarter.

We’re taking a little bit of heat. We’re getting talked about for taking the profit out of the product – which isn’t really what we’re doing. My goal with this product is, if you know it and have looked at it and understand it, it’s really just a basic TV, which is our whole marketing strategy at Seiki. Our tagline is ‘Simply Brilliant.’ We make a basic TV. We don’t do a lot of bells and whistles, or 3D, or smart TV. We just want to bring a basic TV tomarket. So if somebody’s not interested in purchasing 3D or smart, they can do that with us. If they want the other features, there are certainly many other great manufacturers who can provide that. We’re targeting a section of the market that’s really just looking for a TV, which is what our new 4K panel is. It delivers the newest and greatest technology but without all the bells and whistles, and without the big price tag that comes with them.