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CEA forecasts overall industry growth in 2010; TVs to see unit growth, slight revenue decline

The TV category of the consumer electronics market will be a bit of a mixed bag in 2010 with unit sales climbing to 37 million driven largely by demand for flat panels and HDTVs, but revenue falling slightly to $22 billion due to lower consumer prices, according to a forecast released during the 2010 CES convention by the Consumer Electronics Association.

Overall, revenue from the shipment of consumer electronics in the United States will grow slightly from the level recorded in 2009 to more than $165 billion, according to the association. The projected 2010 revenue growth is a good sign for an industry that saw U.S. shipment revenue decline by nearly 8 percent in 2009.

There were some bright spots in 2009, however, for the consumer electronics industry, including a strong performance in Blu-ray unit sales. For the year, Blu-ray unit sales climbed 155 percent from the 2008 level, accounting for more than $1 billion in revenue, the association said. In 2010, Blu-ray sales are expected to exceed 11.5 million and generate revenue of $1.4 billion, the CEA figures said.

Innovation in displays will help to maintain revenue for the TV category. CEA forecasts display advances in 3-D, Internet connectivity and OLED technology will help to buoy revenue. The association also forecasts that more than 4 million 3-D TV sets will be sold in 2010.

“2009 is a year none of us wish to repeat, and now we look forward to 2010. There is light at the end of the tunnel, and it is the bright light of innovation,” said CEA CEO and President Gary Shapiro.