KOLKATA: After smartphones, the price war is coming to televisions. Reliance Jio and China’s LeEco , two players with deep pockets, are soon entering the Indian television market with an aggressive pricing strategy and bundled content, which they expect will pose a serious challenge to the three top brands Samsung , LG and Sony.Reliance Jio will roll out a range of smart LED TVs with various screen sizes under the Lyf brand, currently known for its 4G-LTE smartphones. The TVs will make it to multi-brand retail stores and ecommerce platforms sometime during this year.LeEco, on the other hand, plans to launch its range of TVs by next month at a price point where it won’t make any profits, similar to its strategy of pushing smartphones, said senior industry executives. Reliance is currently piloting TV sets in three screen sizes: 43-inches, 50-inches and 65-inches. They are high-definition 4K screens, which will pair with Jio’s upcoming 4G high speed internet services. Currently they are being sold only at Reliance Digital stores and through employee referrals."Television sets will be the most important category to take 4G services to the consumers’ homes and will be the next thrust area for Reliance Jio’s devices business after smartphones. The television models will be launched at an aggressive price and Reliance will aim to be one of the leading players in the market," a person aware of the plans said.Atul Jain, COO-smart electronics business at LeEco India said the company will have disruptive pricing for its smart televisions with an aim to capture a significant share."A lot of brands are trying to be price aggressive in televisions but doing it by compromising on technical specifications, features and quality. We will not compromise on these," Jain said. He, however, refused to share the details on pricing. An email sent to Reliance did not elicit any response till Tuesday press time.As per estimates, Samsung, LG and Sony together control around 70 per cent of the Rs 20,000-crore LED television market in India with Sony and Samsung competing aggressively in the premium 40-inches plus segment. Videocon and Micromax are the next and together have 15-20 per cent share.A senior executive with a Korean consumer electronics maker said both Reliance and LeEco could become serious competitors if they start a price war. "These companies are on a spending spree at the moment and would surely drum up big marketing spend for TVs which may require some countercampaign," he said, requesting anonymity.Reliance is spending big on campaign for its Lyf smartphones, while LeEco is spending Rs 60-70 crore every quarter on marketing.