Bridge over ocean
1 November 1966 Financial Analysts Journal Volume 22, Issue 6

The Color Television Industry

  1. Frank F. Ward

Tightness in labor, materials and tubes will hold total color set output this year to 4.5-4.7 million units instead of a previously estimated 5.0-5.5 million sets. Nevertheless, this represents a substantial 80% increase over 1965 levels.

Considering consumer preference for color, present low market saturation, and tendency of demand to spread rapidly in the initial stages, color set sales are projected at approximately 6.5-7.0 million units in 1967. Annual volume could rise further with the introduction of smaller set sizes and lower priced units. In fact, prices could be a problem in the future, a discordant note with which the long-term investor should be concerned. Otherwise, profits should tend to follow the trend in color set sales, i.e., rising rapidly near-term before feeling the effects of the indicated price reductions in later years.

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