In 1999, the transition to digital broadcasting made most televisions obsolete. At the same time, flat panel display technology was rapidly advancing and prices were dropping, but most of these televisions were not energy efficient. Sensing these trends could have a serious impact on the power system, the region sought to develop a program to influence the efficiency of products in the market.
Market Transformation Approach
Innovation:
Working with ENERGY STAR®, the alliance launched an initiative to drive higher ENERGY STAR specifications, encourage state and federal standards for energy-efficient televisions and increase the availability of energy-efficient TVs on retail shelves.
Action:
The development and release of a series of increasingly stringent ENERGY STAR specifications influenced manufacturers to produce more efficient TVs. The alliance developed a consumer messaging platform highlighting the benefits of advanced technology to encourage consumers to purchase the most efficient televisions. Retailers received incentives to promote and sell the most–efficient TVs as well as point-of-purchase displays.
Outcome:
This work resulted in aggressive growth in market share of most energy– efficient TVs. In fact, from 2010-2014, the alliance achieved 42.7 aMW in energy savings beyond what would have occurred naturally in the market without intervention - enough energy to power more than 31,000 households each year. Funding of the initiative ceased in 2014, but both standards and market share continue to rise steadily.