Sony launches TV set scrappage scheme

Sony has launched a new scrappage-style scheme offering consumers up to £150 off the price of a new TV if they trade in their existing set, according to reports.

Under the scheme, consumers handing in old sets will get £50 off a small Bravia model, £100 off a 40 inch set and the full £150 discount on larger screens in Sony's range.

Sony UK general marketing manager Matt Coombe said: "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.

"Another important element of this campaign is the reassurance for our customers that Sony will help them through the digital switchover. We understand that peace of mind is currently high on priority lists at this difficult economic time."

The company will also launch an advertising campaign for the promotion featuring rock star Alice Cooper reminiscing about his wild days throwing TVs out of hotel windows.

Sony's campaign has drawn parallels with the government's existing scrappage scheme for old cars, in which consumers can receive a £2,000 discount on new models.

The British Retail Consortium recently called for a similar scheme to be introduced for the sale of white goods such as fridges and cookers to benefit the economy and the environment.

Back in May, European Recycling Platform general manager Scott Butler predicted that the ongoing digital switchover in the UK would result in an increase in TV sets being dumped.