Just as the price war in the mainland's low-end television-set market abated, domestic manufacturers have launched a new round of competition in high-end products. They are cutting prices on projection TVs, liquid-crystal display TVs and plasma display panels. The trend in consumer preference towards high-end products has forced mainland manufacturers into competition with foreign competitors, which still largely control the core technology of optical systems in third-generation TVs and beyond. Since last year, domestic TV makers have been trying to outdo each other in producing what they claim to be products that show brighter, clearer and more steady pictures. In the past, they mainly grappled with their domestic rivals to sell cheaper low-end conventional cathode-ray-tube models - often at below cost. The chairman of Hong Kong-listed TCL International Holdings, Tomson Li Dongsheng, said: 'The competition this time will be more rational and more in line with market rules.' In the high-end products, domestic TV makers can see profit margins being squeezed because they have to source the core components from foreign suppliers. This is leading some firms, such as TCL to consider investing in research and production facilities of their own to add this segment to their range.