Toshiba announced on November 29, 2010 that the company will start to sell value-line TV models that are specially designed for emerging markets starting from December 2010 and aim to double its TV sales to 40 billion Yen (US$477.9 million; US$1=83.7 Yen), according to Bloomberg. It is reported that the new TVs will target at specific concerns, such as poor reception and blackouts, and will be rolled out in Indonesia, Vietnam, Thailand, Malaysia, the Philippines, and Singapore. Toshiba is projected to sell 1.2 million TVs and expand the company's market share to 20% from the current 10% in the fiscal year starting from April 2011 in the Southeast Asia region.

Production of the new TV models has started since November 2010 at a factory located in Jakarta, according to the same source. The company also plans to invest one billion Yen (US$11.9 million) in expanding the production lines from the current six lines to eight in the Jakarta plant starting from March 2011.