Due to low sales for its LCD TV department, Sony might decrease shipment targets by 20-30%, according to industry sources. Sony predicted optimistically in 2010 that shipments will reach 30 million units in 2011. However, Europe and the US have not been revived by the upturn in the global economy, hence an adjustment in Sony's targets might be possible, industry sources stated.

Sony has faced annual losses for three consecutive years. The focus for Sony in recent years has been to improve the LCD TV business unit and it has been aggressively tackling the LED and 3D TV markets. But demand dwindled in the second half of 2010 causing lower-than-expected sales.

The recent earthquake in Japan has caused shortages for high-end models due to a lack of component supplies. Production will not begin again until August-September. Other Japan-based LCD TV firms such as Panasonic and Sharp are also facing the same problems.