Japan's Sony Corp. on Wednesday launched a scheme in Britain to encourage cash-strapped consumers to swap old televisions for new ones in a plan that mirrors worldwide car scrappage initiatives.
Sony said in a statement that it would offer customers reductions of as much as 150 pounds off the price of some of its new televisions -- in return for ageing models.
"The campaign itself offers customers the advantages of swapping old for new rather than simply throwing away -- encouraging old televisions to be responsibly disposed of," said Sony UK spokesman Matt Coombe.
The company has been badly hurt by the global economic downturn, which has depressed demand for televisions and other electronic gadgets.
The scrappage plan, which applies to Sony's Bravia televisions, follows the success of the government's "new for old" car scheme.
Earlier this month, the government announced that motorists have bought more than 150,000 new cars under its vehicle scrappage scheme, reaching the half-way mark in the plan to boost the troubled auto sector.
The scheme, which gives car buyers a 2,000-pound discount when they trade in a vehicle over 10 years old, was launched in April.
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