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CES 2015

Is Toshiba exiting the TV business in the U.S.?

Industry magazine reports no new Toshiba TVs at CES 2015

Published: December 31, 2014 01:00 PM

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Photo: Toshiba

Could next year be the last time you're able to buy a Toshiba HDTV here in the U.S.? That's the question being asked after the consumer electronics trade magazine TWICE reported that for the first time, the company wouldn't be showing any new TVs at CES 2015 next week.

In a written response to TWICE, Toshiba said that the company "is currently evaluating the business model for the U.S. consumer TV market as part of the company’s measures to reform its Visual Products business worldwide. Toshiba will announce the details when the decision has been finalized in the next few months."

Toshiba is in a tough place in the TV business in the U.S., as it's not quite a major brand and it's being squeezed by lower-cost secondary and tertiary brands, including some from China. TWICE noted that Toshiba has lost some of its prominence in key retail chains, including Best Buy.

Toshiba TVs have typically done well in our TV Ratings (available to subscribers), with picture quality that is generally very good or excellent. Its sets would have placed higher in our Ratings except that many had fair or poor sound, which dragged down the overall score. But these sets were well priced for their size and features and worth considering, especially when paired with an external sound system, such as a sound bar speaker.

Toshiba will be at CES 2015 focusing on tablets and other products, so we'll see if there are any additional details at the show. Keep checking our Insider's guide to CES 2015 for updates across all product categories during the show next week.

—James K. Willcox

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