1080p has not been a magic number for US retail chain Circuit City. It believes that by placing too much emphasis on higher-priced 1080p televisions it lost sales with mass market 720p/1080i products. “We really emphasized Full HD, maybe to our detriment,” admitted president and CEO Phil Schoonover. Going forward, the chain says it will simplify its range, adding smaller LCD screens and aggressively priced models to its stores. It also hinted that it will focus less on TV screens and more on general home entertainment products, hoping to persuade buyers to take multiple items.