Japanese electronics giant, Sony Corp. on Wednesday initiated a scrappage scheme in UK to boost its sales via encouraging cash-strapped customers to exchange their old televisions for new ones.
Sony said it would provide customers with a discount of as much as £150 off the price of new televisions in return for old ones.
The scheme will be kicked off from August 21. Customers will get cashback of £50 on the purchase of 26-inch Bravia and £150 cashback on the purchase of KDL-46WE5 television.
Sony Corp. has been badly hurt by the recession which has slashed worldwide demand for its electronics.
Sony Corp's scrappage scheme got the idea from the success of the government's new for old car scheme.
Sony is also saying that people should update their televisions before the completion of the digital switchover.
Matt Coombe, marketing manager of Sony UK, said, "Another important element of this campaign is the reassurance for our customers that Sony will help them through the digital switchover."
But televisions can be updated with the help of a set-top box worth just £20.