Hot on the heels of the Government's drive to encourage people to buy new cars through its scrappage scheme, electronics giant Sony wants people to buy more new TVs and scrap their old ones.
It is offering shoppers up to £150 off a new TV if they trade in ageing sets they no longer want.
With the digital switchover fast approaching, Sony is hoping the move will boost sales of digital-ready TVs.
The company is launching a new advertising campaign to promote the offer, fronted by veteran rocker Alice Cooper revelling in his throwing-TVs-out-of-hotel-windows days.
Sony said shoppers will get £50 off small Bravia sets, £100 off a 40in set and £150 off any of its largest screens.
Matt Coombe, General Marketing Manager of Sony UK, 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."
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