Panasonic Promo to Drive HDTV Sales

Panasonic has launched a summer promotion to encourage consumers to upgrade to high-definition digital TV, and has tied it in with an initiative launched by the Cable & Telecommunications Association for Marketing.

Consumers who purchase selected Panasonic HDTV or HDTV monitor models in July or August and then either activate digital cable with high definition from participating local cable providers or upgrade existing cable service to high-definition service will receive two $50 "Cable Cash" checks that can be used to pay for their HD cable service.

National print ads will appear in Parade, Sports Illustrated, The Wall Street Journal and USA Today, and a TV spot will run on local cable networks, with the local cable provider tagged in each spot. Panasonic said a TV spot will also run in PRN, the in-store network in Circuit City, Best Buy and Sears.

Panasonic said the deal is designed to encourage consumers to upgrade their televisions before the 2004 Olympic Games—of which Panasonic is a TOP (The Olympic Partnership) Sponsor—and the fall television season.

Details of the promotion will be available to consumers at www.panasonic.com/cableoffer.