SANTA CLARA, CA — LCD TV panel manufacturers are planning less aggressive business strategies for 2013 as LCD TV demand growth slows, according to NPD DisplaySearch.

Given that, the researchers forecast 4% annual growth in LCD TV panel shipments for 2013 and 11% growth in TV shipments planned by surveyed TV brands. Samsung and LG, for example, are working with Sharp to increase panel supply in 2013, mostly for 32” panels.

According to NPD, panel makers are moving to avoid an oversupply of LCD TV panels. This involves a drastic change in business models, which includes developing strategic alliances, making capacity allocation improvements, and expanding product portfolios to include a larger variety of panel sizes. LCD TV panel manufacturers hope that by moving to larger screen sizes, they can decrease unit shipments while increasing total area shipped, thus boosting their bottom lines.

“Consumers are focused on TV prices, while brands have been focused on TV features. This disconnect has resulted in reduced demand and profits for TV supply chain participants in 2012,” said Deborah Yang, NPD DisplaySearch research director. “A misalignment in panel size portfolios between buyers and sellers could result in supply constraints. Panel makers and TV brands are trying to strengthen their business portfolios and enhance their bargaining power with supply chain participants in order to improve profitability and gain a competitive edge.”