AUSTIN, USA: The worldwide market for 100/120 Hz TVs is projected to grow from 3.6 million units in 2007 to an estimated 39.3 million units in 2012. This projection is among the findings in 120Hz TV Value Chain Analysis and Forecast, a new report available from DisplaySearch.

This growth will be concentrated in screen sizes of 37" and above with 1080p resolution in all regions, with an additional demand for 32"HD 100Hz sets in Western Europe.

Japan will have the highest penetration with a forecasted 81 percent in 2012, compared to Western Europe's 48 percent and North America's 35 percent.

Western Europe is the dominant region overall in unit sales and is likely to lead demand throughout the forecast period, growing from 1.5M units in 2007 to 11.9M in 2012, while North America has a slower rate of introduction, but will overtake Japan in 2009. The North American demand will be skewed to larger sizes (46"+).

Paul Gray, Director of TV Analysis at DisplaySearch, said: "100/120Hz is a feature strongly reliant on good consumer education and product demonstration. This education of consumers is a critical factor for success."

He added:"The effect of investment in consumer education and good demonstrations has led the growth of the category in Japan and Europe. Demand in North America has been more limited, but we expect that it will expand as more setmakers launch products this year and broaden the message. European growth has been helped by 100 Hz processing being a recognized concept for good picture performance from CRT TV days."

Other key findings from the report include:

* The North American market remains slow to adopt 120Hz in part due to a lack of consumer education and point-of sale demonstration.

* Most of the market will be full HD 120Hz, but a significant niche exists for European 32" HD units.

* 100/120Hz accounts for over 65 percent of new models in Japan and almost half in the over 30" size category in Europe.

* The report also examines the system costs, product positioning and plans of panel makers and TV video processor IC vendors.