KARACHI, March 16: Sale of television sets has climbed by 20-25 per cent with start of cricket series between the sub-continent's traditional arch rivals Pakistan and India on March 13.

Assemblers hopeful of a more promising sales as long as India is here in Pakistan till April 17 to play three tests and five one days. According to TV dealers, people virtually went crazy for buying TV sets a day ahead of the one day match between the two cricketing nations. However, the buying euphoria usually subsides when the match is telecast live during the day.

"TV sales have jumped by 20-25 per cent," Chairman Pakistan Electronic Manufacturers Association (PEMA), Sarfarazuddin said adding that TV demand may remain high during March and April.

According to him, a total of 80,000 TV sets, being rolled out by 13-14 assemblers, are sold every month in the country. Assuming the monthly sales figures, it is estimated that over 2,500 sets are sold daily in the country, produced by the local assemblers.

The real picture of current TV sets sale of the local companies will emerge by the end of the current month, he added. PEMA chief said whenever a foreign cricket team lands in Pakistan, sales of TV sets takes a jump, but the buying enthusiasm in TV sets gets more passionate when India takes on Pakistan both here and abroad. Sales of TV had also witnessed a rise during the world cup matches. Indian cricket team had landed in Pakistan after a gap of 13 years.

Cheap financing by banks and leasing companies followed by companies' price cut strategies after every six months owing to intense competition, improving liquidity position of the consumers and a galore of satellite channels, specially Indians, have also contributed a major share in pushing up sales of TV sets.

Buyers' buying sentiments could be gauged from the 70 per cent jump in production of TV sets to 764,000 units in 2002-2003 from 450,000 units in 2001-2002. "We are expecting 800,000 units production by the end of current fiscal year," Sarfarazuddin hoped.

Former Vice Chairman, Pakistan Electrical and Electronic Manufacturers' Association (PEEMA), Pervaiz Alam Khan said that the sales of TV sets had risen by three times from the normal sales on March 12 (a day ahead of the first one day between Pakistan and India at the National Stadium).

The buying fervour in TV sets, remained the same on March 15 (one day ahead of Rawalpindi Match on March 16) but not at the same intensity as was prevailing on March 12 because the venue was Karachi.

He said consumers had made a sizable buying in large screen TV sets specially of 29 and 34 inch a day ahead of the one day match. Furthermore, small screen TV sets are also showing improvement in sales.

Executive Committee Member of PEEMA, Haji Mohammad Tariq said that sales of small screen TV sets, particularly 14 inch, have registered a 100 per cent increase. "We are selling 20 sets of 14 inch a day as compared to 10 in a normal day," he added.