The U.S. television set market.

The U.S. television set market is projected to reach the $27 billion mark by 2010, up from $25 billion in 2006. The bulk of this growth will come from the flat-panel television set segment, which is projected to grow 65 percent from 2006-2010. The transition to digital television continues to be

a major underpinning of the television set market in the United States. Additionally, consumers are increasingly looking to use their television sets for a myriad of non-traditional activities including accessing the Internet, checking e-mail, and watching content accessed from hardware devices like digital video recorders.

**********

There are few things as ubiquitous as television sets in the United States. Today, there are more than 278 million in use--2.4 television sets for each of the more than 114 million households in the United States. Ninety-eight percent of American households own at least one television set--likely the highest penetration rate for any single product or good in the world. In 2006, total television set sales to U.S. consumers surpassed $25 billion in wholesale dollars. (1) In the upcoming five years, trends in flat-panel sets and a market transition to digital television are just two of the developments underpinning the U.S. television set market.

Consumer Electronics Industry Overview

In 2006, the U.S. consumer electronics industry shipped $148 billion in total goods to consumers--up over 53 percent since reaching $97 billion in 2000. In 2007, the industry is expected to grow another eight percent to $160 billion in total shipments. While a complete review of broader economic trends is beyond the scope of this work, household net worth has increased over 34 percent since 2000. Increases in household net worth, significant innovation, and continuously declining technology prices at the retail level have created a strong market for television sets. As of 2006, television sets represented 17 percent of total annual industry sales.

Television Technologies, Tuners, Screen Size, and Pricing

Today, there are three chief types of television sets--front projection, rear projection, and direct-view--with a myriad of additional technologies falling under these three broad categories. Front projection is similar to a movie theater display, where the projector is typically hung from the ceiling or placed on a table and the picture is projected directly onto a screen or a wall. This is the smallest segment of the television set market--with just over one million units shipped in 2006 at just under $3 billion.

Rear projection--the second largest segment of the television market--began selling in 1984 and today accounts for approximately nine percent of total unit volume and nearly 18 percent of revenue volume. Rear projection is a technology where the image is projected against a series of mirrors inside the television and then passes through the translucent screen of the television.

Far and away, the largest segment of the television set market is the third type, direct-view. This category is made up of cathode ray tube (CRT) and the increasingly important flat-panel market--with the latter including both liquid crystal display (LCD) and plasma technologies. First commercially available in the 1940s, CRT sets long dominated the television set market. It is only recently that CRT sets have ceded leadership to flat panels and have fallen behind in both total dollar and total unit shipments. Even as late as 2003, CRT sets accounted for 50 percent of total wholesale revenues and 88 percent of unit shipments. As of 2006, CRT sets accounted for 49 percent of total unit shipment volume and just 15 percent of total dollar volume.

In 2006, the flat-panel segment constituted 39 percent of total units shipped in 2006 and 55 percent of total revenue. As Table 1 shows, flat-panel sets have exhibited significant growth and are expected to grow strongly through at least 2010. As the U.S. television set market continues to move toward flat-panel technologies--this segment will increasingly impact total television set market growth in both dollars and unit volume.

While emerging technologies like organic light emitting diodes (OLED) and surface-conduction electron-emitter displays (SED) hold great promise for the television set market, these technologies represent only a small fraction of current shipments and revenues in aggregate (see CEA, 2005a).

By 2010, flat-panel television sets will account for 87 percent of total unit volume and 84 percent of total dollar volume. The flat-panel segment is largely divided between plasma and LCD technologies. In 2006, LCD television sets accounted for 61 percent of total flat-panel dollar volume but over 77 percent of total flat-panel unit volume, with plasma television sets representing most of the remainder. It is currently projected that in 2010, LCD television sets will account for roughly 76 percent of total flat-panel dollar volume and 84 percent of total flat-panel unit volume, with plasma television sets representing the remainder.

Another noteworthy trend within the flat-panel segment has to do with the inclusion of an ATSC (2) tuner capable of decoding a digital television broadcast signal. Televisions that do not include a tuner are often referred to as television monitors or television displays--meaning they are not capable of receiving over-the-air television reception and require a separate source for content such as a satellite or cable television connection. Today, approximately 96 percent of plasma flat-panel units ship with an integrated or bundled ATSC decoder, while the remaining four percent of unit shipments are television displays. In the LCD segment, market dynamics have driven a slightly different outcome, with 73 percent of LCD units shipping with an integrated or bundled ATSC tuner and the remaining 27 percent are LCD television displays.

This trend has likely been perpetuated by the lower cost and competitively intense nature of the LCD market. Because LCD televisions typically have a lower price point than plasma television sets, integrating an ATSC tuner into an LCD unit represents a significantly higher percentage of the unit cost than it does with a plasma display. Coupled with the fact most consumers are not receiving television programming over-the-air via an antenna, manufacturers have seen little reason to add ATSC tuners to LCD units to this point. This trend could change as screen sizes on LCD units continue to increase, consequently increasingly the price and moving LCD units into increased competition with plasma units and away from smaller inexpensive CRT sets.

As manufacturers continue to capture efficiency gains in LCD glass production, LCD television screen sizes continue to grow. Currently, about 38 percent of all LCD television sets have screen sizes 36 inches or greater; and this figure is expected to grow to approximately 58 percent by 2010.

Consumer gravitation towards larger screen LCD and plasma sets is driving up the average screen size of the television market--one of the most prevalent trends in the U.S. television market. Since 1997, the average diagonal screen size has increased over 15 percent--increasing from 23.7 inches in 1997 to 27.3 inches in 2005.

In the short-term, this trend shows no sign of abatement, with 63 percent of consumers indicating that the size of the television set is an important aspect to them and 45 percent indicating that they would like to improve the size of the television set in their primary television viewing room (see CEA, 2006a). For 74 percent of consumers, the primary viewing area is the family or living room (see CEA, 2006b). Consumers are also driven to larger screen sets to improve their experience with other uses of the television set. For example, 32 percent of console gaming households indicate they bought a big screen television (32 inches or greater) to directly or indirectly enhance their video game experience (See CEA, 2006c).

Akin to other electronic technologies, the U.S. television set market exhibits significant price declines--with deflation of 10 to 15 percent a year, as shown in Figure 1. Over the last ten years--holding technology innovations constant--real wholesale prices of televisions sets have fallen 63 percent, even though the actual average nominal wholesale prices of televisions sets have increased 56 percent. In other words, while the price for televisions and television displays continues to drop when holding technology constant, consumers continue to move to more expensive television sets like flat-panel sets--pushing up the average nominal wholesale price consumers are spending on televisions in aggregate. This shift in technology and expenditure is shown in Table 2.

Significant and rapid price declines for direct-view CRT sets was one of the key trends enabling direct-view CRT to maintain a significant representation in the U.S. television market. As flat-panel technologies continue to enter into the mainstay of the U.S. television market, manufacturers are able to achieve economies of scale in production and thereby pass more significant price declines on to the retail level. This trend will further facilitate the decline in direct-view CRT sets and the continued rise in flat-panel technologies over the next five years.

Market Environment

In 2006, the top five companies in the U.S. television set market--Sony, Samsung, Panasonic, Toshiba, and Sharp--accounted for 63.7 percent of total dollar volume. The top ten companies--adding Hitachi, Mitsubishi, Pioneer, Magnavox, and LG Electronics to the previous five--account for nearly 81 percent of total dollar volume for televisions and television displays sold in the United States (TWICE, 2007).

The top 10 television manufacturers in the U.S. market are well-established brands with a large portfolio of products across the entire consumer electronics industry. The remaining 19 percent of the market is made up of dozens of smaller brands and store brands. As foreign sourcing hubs have strengthened in recent years, there has been an increase in the number of manufacturers to enter the U.S. television market, especially brands from China. In the coming years, there is potential for consolidation in this segment of the market as winners and losers are sorted out and stronger brands within this segment of the market strengthen.

On the retail side, one of the key dynamics underpinning the U.S. television market is the trend towards big box retailers. The top three electronic retailers--Best Buy, Wal-Mart, and Circuit City--control 45 percent of aggregate consumer electronic retailing (TWICE, 2006). This figure is up from under 10 percent in 1987. The consolidation has not been driven by merger and acquisition activity, but by consumer preferences towards the big box retail experience. Today, the top-ten consumer electronic retailers account for 72 percent of industry sales compared to just 34 percent of total industry sales in 1987. Throughout the late 1980s and early 1990s, the top ten consumer electronics retailers on average accounted for 54 percent of total industry sales.

Both the manufacturing and retailing sides of the television set market exhibit seasonal effects. For the aggregate consumer electronics industry, quarterly sales as a percentage of total annual sales are typically lowest in the first quarter at 23 percent of total annual sales. The second and third quarters each represent just slightly more than 25 percent of total annual retail sales. With just under 27 percent of total annual retail sales, the fourth quarter gains all of its proportionate advantage at the expense of first quarter weakness.

Quarterly sales of televisions and television displays follow this same broad trend, with one exception, flat-panel television sets see 40 percent of total annual shipments in the fourth quarter--a trend common for new products. Much of this effect is driven by the fact that flat-panel technologies like LCD and plasma are still in the early phases of the product cycle, and such new products are more heavily purchased in the fourth quarter. Flat-panel technologies are still very much early-adopter technologies. For example, early adopters are over 80 percent more likely to own an LCD television. As these technologies become more established, mass-market products, fourth quarter shipments as a percentage of total annual shipments will continue to decline toward the industry average.

Television Use

There are approximately 278 million television sets in use by U.S. households. As Figure 2 illustrates, with nearly 111 million households owning a television or television display, the bulk subscribe to cable, with only a small percentage of households relying on over-the-air (OTA) television. It is also worth noting the two percent of households that have neither paid nor OTA service, but rather restrict use to gaming consoles, DVD, VCR, or some other non-television programming use (CEA, 2005b).

There are a few notable differences between OTA-only households and cable/satellite households. For example, the average household owns 2.4 televisions. Households relying solely on OTA own fewer televisions on average (two sets per household) compared with satellite and/or cable television households (2.8 sets per household). While 20 percent of households indicate they are likely to buy a new television in the next 12 months, only 11 percent of households relying solely on OTA reception indicate they will likely buy a new television in the next 12 months. Of the total current installed base of televisions, fewer than 40 million televisions are used for any OTA viewing by both households relying solely on OTA as well as households with an auxiliary set receiving OTA reception. Table 3 illustrates the breakout of televisions by reception method.

The average household television set is on approximately 3.2 hours per day. With 2.4 television sets per household, households use their television sets approximately 7.7 hours per day. It should come as no surprise that households tend to watch auxiliary televisions less than their primary television set. Households tend to watch their primary, non-HDTV (high-definition television) television set 4.6 hours a day. Households with a second non-HDTV set (61 percent) tend to watch the second most preferred set 2.2 hours a day while households with a third, non-HDTV set (33 percent) tend to watch their third most preferred set 1.7 hours a day. Households with a fourth non-HDTV set (15 percent), and a fifth non-HDTV set (5 percent) tend to watch their fourth and fifth preferred televisions for 1.2 hours and .6 hours respectively. (3)

In addition to watching television broadcasts, households use their television sets for a variety of activities including watching content on DVDs and VHS tapes (91 percent), playing video games (39 percent), and watching content saved on a digital video recorder (22 percent). As Table 4 highlights, consumer use of television sets for activities like accessing the Internet will likely increase significantly over the next five-to-ten years as an increasing number of households begin to use their television sets for a myriad of activities (CEA, 2006a).

The Analog to Digital Transition

Broadcasting television programming in a digital format as opposed to solely the traditional analog format was first launched in the United States on November 1, 1998. In 2009, the U.S. television set market will mark an important transition when the analog broadcasting ends and moves exclusively to digital television (DTV) broadcasting. While most broadcasters are already concurrently broadcasting some DTV programming, on February 17, 2009, full power television stations will discontinue all analog broadcasting and return the spectrum for other uses including public safety and services.

DTV has several advantages over traditional analog television broadcasting. DTV can deliver multiple programming and provide two-way interactivity. DTV can also provide broadcasting with higher quality picture and sound than analog broadcasting is capable of delivering.

Unlike analog, DTV is not limited to transmitting one programming signal. Instead, broadcasters can use their available channel spectrum to simultaneously transmit multiple program broadcasts--referred to as multicasting. The number of programs multicasted depends on the resolution of the programs. In place of multicasting, broadcasters can also choose to dedicate the entire channel spectrum to broadcast a single high-definition television program.

A current analog picture can provide up to 480 interlaced vertical lines (480i) of resolution while a digital picture can provide up to 1080 progressive vertical lines of resolution (1080p). HDTV is considered anything above 720 vertical lines of resolution. Almost 75 percent of all digital televisions sold through 2006 are capable of displaying in high-definition.

To facilitate the transition to DTV, the Federal Communications Commission mandated that televisions with screen sizes greater than 25 inches and with a bundled or imbedded NTSC (analog) tuner add a ATSC tuner by March 1, 2006 and television sets of all screen sizes shipping with a NTSC tuner add ATSC tuning by March 1, 2007. As of today, any television set shipping with an NTSC tuner will also ship with an imbedded or bundled ATSC tuner.

The move to DTV has also been a market-driven transition. Whereas color television had only hit five percent penetration nearly ten years after its initial launch, DTV achieved 20 percent penetration in only its eighth year. DTVs have also become more quickly affordable for consumers--declining 55 percent in price in the first eight years versus only 27 percent for color televisions. Finally, while less than one percent of households could tune in to digital television broadcasts in 2000, 33 percent of households could do so by the end of 2006.

In the last seven years, consumers have become significantly more aware of terms important to the digital television transition. For example, 83 percent of consumers report awareness of the term high-definition TV today versus 55 percent in 1999. Other examples include 82 percent of consumer reporting awareness of digital television versus 76 percent in 1999, and 78 percent of consumers reporting awareness of HDTV in 2006 compared with just 36 percent of consumers in 1999.

With over 52 million digital sets shipped since 1998, approximately 33 percent of households have at least one digital television set, with 26 percent of households having at least one digital television set capable of receiving full HDTV. The following years will be important years for HDTV growth. Fifteen percent of consumers indicate they probably or definitely will purchase an HDTV in the next 12 months--suggesting over 16 million HDTV sets could sell in 2007 alone. While 61 percent of non-owners list price as a leading reason for not yet purchasing an HDTV set, continuous and aggressive price declines in HDTV sets will only propel purchases further (see CEA, 2007b).

Foreign Versus Domestic Production

There are eight companies reporting television-manufacturing facilities in the United States with combined production of $3.8 billion. (4) With the total U.S. market for television sets and television displays over $19 billion in 2005, U.S. domestic production represents approximately 20 percent of the total U.S. market for television sets.

Imports of television sets are also an important component of defining the U.S. market. Table 5 shows that the top five countries of origin accounted for 95 percent of total television set dollar imports in 2000 and nearly 92 percent of total television and television display dollar imports in 2005. These five countries also account for the bulk of dollar imports for televisions. For television displays, Taiwan and South Korea enter the top five with a combined 22.1 percent of the total dollar imports in 2000 and 23.3 percent in 2005.

From 2000 to 2005, Mexico showed the largest increase in television and television display shipments to the United States at $2.7 billion, an increase of 61.8 percent. China's increase of $2.2 billion was the largest percentage change (1,300 percent) and moved it into position as the second largest country of origin of televisions and television displays to the United States in 2005.

The unit value of television and television display exports from China also increased significantly from 2000 to 2005. The average import price per unit has increased from $180 in 2000 to $303 in 2005. Listed in Table 6 are the average import prices for televisions and television displays for 2000 and 2005 for all countries exporting at least 3,000 units to the United States in 2005. Average import prices for television displays tend to be higher than for televisions because television displays are skewed by flat-panel technologies like LCD and plasma, which are generally more expensive. In 2005, flat-panel television displays accounted for 71.7 percent of total television display units imported and 93.2 percent of the total television display dollar value of imports.

Table 6 also highlights where high-value production is taking place in the global television and television display market. While China was the clear low-cost producer of televisions and television displays in 2000, the average import price from China increased over 350 percent between 2000 and 2005. The average import price for television displays from China has increased nearly 700 percent between 2000 and 2005. While the average import price from China is still below the aggregate average import price, the trend over the last five years highlights the move towards more value-added production in the television set market. As of 2005, lower value production has been centered in Southeast Asian countries like Malaysia and Thailand. The average price of televisions domestically produced in the United States is approximately $538, making domestically produced televisions the fifth highest average price.

As Table 6 illustrates, the average price of television sets has increased significantly in the last five years. As mentioned earlier in this paper, holding technology constant--as the BLS attempts to do in its price series--television prices actually declined 10-15 percent annually. However, as has been highlighted above and as the prices shown in Table 6 reveal, consumers are increasingly moving to more expensive television sets that feature larger screens and include a variety of features--notably the ability to display high-definition content.

Future Demand

Given the high penetration rate of televisions, future demand for television sets in the United States will be determined by three key drivers: the manner in which consumers use their television sets, technology innovation, and U.S. demographic changes.

Americans now enjoy access to a myriad of content sources, and this evolution has played a large role in forming the current television market. In 1981, consumer spending on cable television services first surpassed consumer spending at motion picture theaters. In 1988, consumer spending on video rentals achieved the same feat. Over the last 20 years, consumer spending on cable and satellite television subscription has increased over 600 percent while spending on video rentals has increased some 245 percent--both significantly outpacing consumer spending at the box office. This move of content--from the theater to the living room--has been fundamental in changing the television market.

Today, similar trends are underway. As was highlighted earlier, while only four percent of households currently connect to the Internet through their television, 29 percent of households indicate they would like to connect to the Internet through their televisions in the future. This movement has the promise to open an entire new channel of content and also has the ability to change the television market from a mostly unidirectional technology to a dual-direction technology. As consumers increasingly look to new ways of using their televisions, it is probable that households will expand beyond today's current average of 2.4 sets per household.

The introduction of the VCR in the early 1980s was a key stimulus in driving content from the theater to the living room. This single innovation has had a pronounced affect on a multitude of markets, from the movie industry to the consumer technology market to creating an entirely new market in movie rentals. Today, consumers are continuing to access content from non-traditional sources, including numerous new hardware devices. These new and innovative auxiliary devices are not only enabling consumers to tap new content from such sources as the Internet, but are increasingly allowing consumers to shift content in both locale and time--moving content around their home and taking it on the go.

At the same time, the definition of television is changing. New feature sets like USB, WiFi, and memory card slots, are continuously being added to the television display. This new multi-function television is taking a more prominent position in the home. Today consumers are increasingly using the television to display photos, listen to music, read and respond to e-mail, and display content traditionally reserved for other devices. There is also significant innovation occurring in services. Service providers are rolling out higher capacity pipelines in the form of fiber-to-the-home (FTTH). Coupled with this are software firms that are streamlining techniques for video compression--making true Internet Protocol TV (IPTV) a reality. These trends have only just begun.

In addition to new consumer uses for televisions and innovation around televisions, auxiliary devices, and services, demographic changes have the potential to greatly impact the U.S. television market. The U.S. population is expected add 14 million households in the next ten years--increasing to 128 million households by 2017. Furthermore, immigrants and their offspring represent a significant percentage of the people expected to be added to the U.S. population over the next ten years. A sweeping change in the social-economic make-up of new households could also alter the mix within the U.S. television market in the years to come.

Over the last ten years, the U.S. television market witnessed a significant upgrade cycle where consumers moved to more expensive technologies and increased the number of television sets per household. An increase in the way television sets and television displays are utilized by households, innovations around how a television can be used, and the evolving social-economic make-up of the country have the potential to impact the future of the U.S. television market significantly.

REFERENCES

Bureau of Census. Various Years. "Reports by NAICS Subsector." Current Industrial Reports, MA334M.

Consumer Electronics Association. 2005a. "Displaying the Future," 5 Technologies to Watch-2006, http://www.ce.org/PDF/5tech_Watch_FINAL06.pdf

______. 2005b. "TV Usage."

______. 2006a. "Display Opportunities: Present and Future," www.marketresearch.com/vendors/viewvendor.asp?vendorid=2340&g=1-51k-

______. 2006b. "Home Theater Opportunities," www.marketresearch.com/vendors/viewvendor.asp?vendorid=2340&g=1-51k-

______. 2006c. "Gaining Technology Study," http://www.marketresearch.com/product/display.asp?productid=1327734&g=1

______. 2007a. "CE Industry Forecast 2010," http://www.ce.org/Research/1891.asp

______. 2007b. "HDTV: From Niche to Ubiquity," http://www.mindbranch.com/listing/product/R265-196.html

TWICE. 2006. "Retail Registry." May 8.

TWICE. 2007. "2006 Market Share Reports by Category." January 8.

By Shawn G. DuBravac, CFA

Shawn DuBravac is the economist for the Consumer Electronics Association and an adjunct professor of Finance at the George Washington University School of Business.

The views expressed herein do not necessarily represent the views of the Consumer Electronic Association or the George Washington University School of Business. Any errors are those of the author.

(1) Market statistics throughout this paper come from the Consumer Electronics Association's (CEA) Market Activity Reports and Analysis (MARA) program. This 80-year old data program aggregates manufacturer product shipments into U.S. consumer channels, including brick-and-mortar, catalog, and online retailers. Shipment data are reported to CEA in both units and wholesale dollars. Wholesale prices are the prices paid by retailers before retail markup. Because trade statistics are also reported in wholesale prices, all references to prices and dollars in this paper refer to wholesale prices.

(2) ATSC tuners are named for the standard setting body credited with creating the digital TV transmission standard.

(3) A similar trend holds for households with HDTV sets (26 percent) where these households tend to watch their most preferred HDTV sets 4.3 hours a day. Households with second (5.6 percent), third (1.5 percent), and fourth (.8 percent) HDTV sets watch these sets respectively 1.6 hours, 1.5 hours, and 1.6 hours each day. Because many households own both HDTV and non-HDTV sets, the reported numbers above may not add to total.

(4) Domestic production, derived from the U.S. Census Bureau's Current Industrial Reports, is available only for television sets with television receivers and not for television displays.

TABLE 1 U.S. DEMAND FOR TELEVISIONS 2000-2010 (MILLIONS OF DOLLARS)

                          2000-2010
                          (millions of dollars)  (percent change)
                          2000   2006    2010    2000-2006  2006-2010

Front projection             NA   2,943   2,426      NA     -17.6
Rear projection           2,562   4,427   1,428      72.8   -67.7
Direct-view: direct-view  7,350   3,621     561     -50.7   -84.5
  CRT
Direct-view: flat panel      72  13,732  22,673  1,8972.2    65.1
Total TV                  9,985  24,724  27,088     147.6     9.6

Source: CE Industry Forecast: 2010 (2007)

TABLE 2 TELEVISION AVERAGE PRICES 2000-2010

                                           Percent Change
                 2000    2006    2010    2000-2006  2006-2010

Direct-view CRT    $249    $213    $107  -14.5      -49.8
Rear projection  $1,505  $1,445    $938   -4.0      -35.1
Flat panel       $9,587  $1,008  $1,066  -89.5        5.8
Total TV           $375    $719    $925   91.7       28.7

Source: CE Industry Forecast: 2010 (2007)

FIGURE 2 TV HOUSEHOLDS BY VIEWING SOURCE

Cable                          60%
Satellite                      24%
Sat/Cable                       2%
OTA/Antenna                    12%
No OTA and No Pay Service use   2%

Source: CEA, 2005b

Note: Table made from pie chart.

TABLE 3 TELEVISIONS BY RECEPTION METHOD

                                               Number of    Percent
                                               Televisions  of Total
Television Reception Method                    (millions)   Televisions

Cable service only                             147.6        53.1
Cable service and antenna                        6.3         2.3
Satellite service only                          62.5        22.5
Satellite service and antenna                    6.4         2.3
Cable service and satellite service              7.1         2.6
Cable service, satellite service, and antenna    0.9         0.3
Antenna only                                    34.0        12.2
Not connected to anything                       10.4         3.7
Don't know                                       3.0         1.1

TABLE 4 HOUSEHOLD USE OF TELEVISIONS

                                  Percent of       Percent of
                                  Households       Households Planning
Activity                          Currently Using  to Do in the Future

Watch television programming      95               91
Watch movies on DVD or VHS tapes  91               88
Watch content saved to a digital  22               54
  video recorder, such as TiVo
Play video games                  39               46
Access the Internet                4               29
E-mail                             3               20

TABLE 5 TOP FIVE COUNTRIES OF ORIGIN FOR TELEVISIONS AND TELEVISION
DISPLAYS IMPORTED INTO THE UNITED STATES (Percent of Total Imports by
Dollar Value)

          Televisions     Television Displays  Total Television
          (imbedded or    (no imbedded or      and Television
          bundled tuner)  bundled tuner)       Displays
Country   2000  2005      2000  2005           2000  2005

Mexico    72.9  57.2       0.3   7.2           68.5  51.2
China      2.6  14.5       2.2  37.5            2.6  17.2
Japan      0.8   8.8      71.3  28.8            5.1  11.2
Thailand   8.1   7.9       0.2   0.4            7.6   7.0
Malaysia  11.9   5.6       0.2   2.4           11.2   5.2
TOTAL     96.3  94.0      74.2  76.3           95.0  91.8

TABLE 6 AVERAGE U.S. IMPORT PRICE OF TELEVISIONS AND TELEVISION DISPLAYS
BY COUNTRY OF ORIGIN (In Dollars)

                           Television    Total Television and
             Televisions   Displays      Television Displays
Country      2000   2005   2000   2005   2000   2005

Hong Kong       25     36    N/A     88     26     39
Philippines    108     54    207    N/A    150     69
Indonesia       71     95    150    139     71     96
Malaysia       106    101     82    997    106    106
Thailand       107    137    N/A    706   1067    137
India          N/A    152    N/A    N/A    N/A    152
China           46    137     58    404     47    165
Canada         712     79    N/A    N/A    701    166
Average        173    283    537    649    181    303
Korea          147    379    150    643    148    427
Singapore      194    525    N/A    N/A    194    528
Taiwan         219    509    317    627    288    559
Mexico         249    555    191  1,185    249    560
Japan          240    588  2,826  2,051  1,133    753
Belgium      1,845  1,147    N/A    N/A  1,845  1,153

Note: Estimated average unit prices are excluded for any country
exporting less than 3,000 units to the United States signified with N/A.