TECH SHOW: LG Electronics To Cut 3D TV Price Premium By 20%

By Lorraine Luk

LAS VEGAS (Dow Jones)–Consumer electronics maker LG Electronics Inc. (066570.SE) said Wednesday it expects to cut the premium it charges for its three-dimensional television sets by 20% this year, part of an effort to stimulate customer demand for the technology.

“Prices for 3-D TVs will definitely go down this year as our production costs have been dropping with improved technology,” Skott Ahn, LG’s chief technology officer and president, told Dow Jones Newswires in an interview at the Consumer Electronics Show in Las Vegas. “More affordable prices and better content are the key in raising customer interests in 3D TVs.”

Ahn also said LG is in talks with various Hollywood firms in order to get more 3-D content.

LG’s strategy comes as television manufacturers recalibrate their expectations for sets that contain the technology. Many had expected excitement around 3-D televisions to spark consumer interest and sales. That hasn’t materialized yet.

LG is now planning to incorporate 3-D as a feature in all of its new TV models by 2012, Ahn said. He expects 3-D TVs to become mainstream in two to three years.

Read the whole story here.