Sharp said it will complete its full HD Aquos-branded LCD TV lineups in November, following the launch of six new 1080p Bravia LCD TVs from Sony in September, according to Digitimes. Sony offered a more complete Bravia-branded full HD LCD TV series back then by rolling out three 40-inch and three 46-inch LCD TVs, with prices at US$ 3500-4500 and US$ 4500-5300, respectively. All the models feature a resolution of 1920 x 1080 and high-definition multimedia interface (HDMI) inputs, according to Sony. Two models of 52-inch 1080p LCD TVs will also hit the market in November, with price tags of US$ 6800 and US$ 6500.

Sony will also increase its large-size LCD TV shipments in 2006 amid better profitability. The company, quoted in an August report from Reuters, said it aims to boost the ratio of 40-inch-and-larger models of its total LCD TVs sales to 50% in terms of value by year end, up from about 30% at present. With the operation of an eighth-generation (8G) plant through S-LCD, a joint venture with Samsung Electronics, to start soon, Sony may shift its focus to 46-inch-and-above TVs in the second half of 2007.

Sharp also began selling full HD 46- and 52-inch LCD TVs this month in Japan, while two 42-inch full HD LCD TV models will be available in November, the Japan-based company announced. Sharp's existing HDTV sizes are 37, 45, 57 and 65 inches. The company said all the LCD TVs it will roll out in Japan in 2006 will fully support HDTV signals, compared to about half of its LCD TVs released in the fourth quarter of 2005 supporting HDTV signals, Sharp said a year ago.

Sharp overtook Sony (in the global 1080p TV market) with strong shipments of 37- and 45-inch LCD TVs and captured a 27% share in the second quarter of this year, while Sony only had 17% of the segment. However, on a revenue basis, Sony led with a 27% to 19% advantage as a result of its focus on larger sizes, according to DisplaySearch. The penetration of full HDTV segments in the LCD TV market is expected to reach 14.7% in 2007, up from 7.5% this year, Displaybank stated in July.

Sony and Sharp have been competing for the crown in worldwide LCD TV market. The Japan-based giants each expects to ship six million LCD TVs in fiscal year 2006 (the year ended March 31, 2007), according to the companies.