By James Wells

SYDNEY: Sony will set a precedent for the Australian television retailing industry by increasing prices of its Bravia flat panel television range by up to 15 per cent from 1 February due to the decline of the Australian dollar against the Japanese Yen.

Sony Australia general manager – consumer AV/IT sales, David Hargreaves, told Current.com.au prices of the Bravia range will increase by between 5 per cent and 15 per cent from 1 February.

According to Hargreaves, this is Bravia’s first price rise was introduced into the Australian market and there is no earlier precedent of a rise of its kind in history of the Australian television market due to currency fluctuations.

“We don’t have any data on when there were last price increases, and we’re also not aware of any currency fluctuation that has been as severe as this,” Hargreaves told Current.com.au

“[I can confirm] there have not been any price increases on TVs in Australia since the Bravia range was introduced three years ago,” he said.

Price rises on notebook PC and car audio products will become effective on 1 January, while other categories including audio, visual, digital imaging, personal audio and recordable media are expected to rise on 1 February 2009 by between 5 per cent to 30 per cent.

“[There will be] no other [increases] on 1 January – most of the other categories will be from 1 February,” Hargreaves said.

Hargreaves also confirmed the prices of products in the digital imaging category specifically will rise by between 5 per cent and 30 per cent.