First-tier LCD TV brand vendors such as Sony and Samsung Electronics have drastically reduced prices for some of their large-size LCD TVs, forcing other vendors to look at plasma display panel (PDP) TVs as a competitive solution. Sony, in order to retain its first place ranking and reach a goal of a 15-18% global market share in 2008, substantially reduced the price of its 40" and 32" LCD TVs in May, according to industry sources.

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