Sharp Electronics announced today at the IFA consumer electronics show in Berlin that it is preparing an LCD TV plant in Poland to help meet demand from European consumers.

Europe is currently the biggest LCD TV market and will make up one third of the global market for LCD TVs by 2011, according to Sharp.

Almost 10 million LCD TVs were sold in 2006 in the four largest European markets for consumer electronics, namely the UK, Germany, France and Italy.

To help meet this demand, Sharp's target is to achieve an annual production of 10 million LCD TVs by 2011.

"LCD TVs dominate the European market and the sale of flat-screen sets is right at the focus of our activities, particularly in the profitable segment of big full-HD screens," said Toshiyuki Tajima, chief executive of Sharp Electronics Europe.

"Almost 40 per cent of all LCD TVs sold worldwide are purchased in Europe. This demand will grow from 27 million LCD TVs this year to 36 million by 2011, representing roughly 30 per cent of the world market."

Tajima explained that Sharp is not just interested in the mature markets.

"Many countries in eastern Europe are reporting high growth rates and will become more important as an LCD TV market. The average growth rate in this market exceeds 200 per cent and is rising further," he said.

Tajima added that the switchover to digital TV across Europe, and the slow but steady uptake of HD services and media, are driving more consumers to flat panel TVs.

"Europe wants HDTV. Two years ago at the IFA we appealed to all the European broadcasters to publish a binding timetable for the introduction of HDTV," he said.

"I should like to repeat that appeal here and now: Europe is ready for high-definition television. There is great interest among consumers, and sets are available."

As a taster of what we can expect in the not too distant future, Sharp unveiled a prototype design for a range of light, ultra-thin, high quality LCD TVs.

Tajima gave no technical information about the new technology that drives the screens, but said that the 50in model is only 29mm at the thickest part, weighs 25Kg, has a contrast ratio of 100,000:1 and a power consumption of 140kWh per year.