Sony expands TV recycling drive

Sony Electronics has expanded a national initiative designed to encourage US consumers to recycle old TV sets.

The electronics giant will be offering a $100 coupon until 15 March 2008 towards a new Sony Bravia high-definition TV for every old set recycled through the Sony Take Back programme which kicked off on 15 September.

This initiative was established with Waste Management Recycle America to offer free recycling of any unwanted Sony products.

Consumers can bring Sony branded products, as well as other manufacturers' electronics products that may include a recycling fee, to one of 79 eCycling centres throughout the US.

Customers who drop off any television to a participating collection site for recycling between now and 15 March 2008 will receive a coupon worth $100 off the purchase of an HDTV from Sony Style retail stores until 31 March 2008.

"By layering our Take Back Recycling programme with offers like the TV Trade Up promotion, Sony expects to reach its goal of recycling one pound of old product for every pound of new product," said Mark Small, vice president of environment, safety and health at Sony Electronics.

"With the next wave of high-definition technology we anticipate many HDTVs to replace analogue sets, and Sony is providing end-of-life solutions for those unwanted items."