Demand for flat-panel televisions larger than 37 inches is set to swing overwhelmingly in favour of liquid crystal display televisions rather than plasma TVs, the rival technology, according to a senior executive at Sharp.

Hirotsugu Terada, the head of Sharp's audio/video group, forecast that sales of large LCD TVs in Japan would reach 1.1m units in the half year from October to March 2008, compared with 478,000 units for plasma televisions.