As TVs Move from Tables to Walls, Samsung VP Says Consumers Seeking ‘Triple Play’ of Innovation
Business Wire, March 04, 2010
Consumers Demanding Greater Value in Movie-like Realism, Thinner
Screens and Energy-efficiency
SAN DIEGO -- Touting the start of a new age in consumer demand, a Samsung Vice
President today told display industry executives that consumers want
energy-efficiency, ultra-thin designs and a rich, movie-like viewing
experience in their TVs that will include 3D programming over time.
Speaking at the 2010 U.S. Flat Panel Display Conference (sponsored by
the DisplaySearch market analysis firm), Scott Birnbaum, Vice President,
Samsung Electronics LCD Business, said consumers are buying TVs in
droves, in spite of a lackluster economy and high unemployment rates,
because TVs presence in the household is changing dramatically. He said
television is being transformed from power-hungry, space consuming floor
furniture to increasingly energy-efficient, extremely thin and vibrant
wall hangings that look like enhanced windows to the world, even
outside of a home theatre setting.
Consumers are no longer satisfied with a decent picture and a good
warranty. Today, they are looking at TVs as chic liquid-crystal wall
displays; Energy-Star-rated pieces of living art; and providers of
crystal clear, movie-like viewing experiences, Birnbaum said.
Ultra-thin TV panels are extremely popular right now, with LED TV
displays between 3.9 mm and 10.8 mm, Birnbaum said. Only a couple years
ago, the norm was 3-5 inches thick, while the CRT TVs of the last four
decades were up to a couple feet thick. People increasingly want their
TVs not only off the floor but flat against the wall, and the display
industry is moving quickly to accommodate that desire, Birnbaum further
said.
Consumers also want a rich viewing experience. For television, the new
age of consumer demand is coalescing around picture perfect
enhancements that began a few years ago with much higher contrast
ratios, a 16:9 theatre-like aspect ratio and faster refresh rates.
-
Faster refresh rates of 120Hz and 240Hz make fast-moving action appear
smoother and clearer, and allows new-age LCD and LED TVs to provide
the clearest action viewing experience ever. -
16:9 is the measurement of length compared to width, which is referred
to as the aspect ratio. Wide aspect movies have been around for
decades, and only now with vidified high definition viewing has TV
caught up. -
The move to high contrast ratios has leaped from being rather stagnant
for years at 500:1 or 1000:1, to 10,000:1 static contrast (or up to
10,000,000:1 dynamic contrast).
Birnbaum said the next step in TV realism will be adoption of 3D
technology and while it may take a few years to gain wide mainstream
traction, the move to 3D for a very large percentage of consumer TVs is
unstoppable. No one realized when Cameron started filming the most
popular movie of all time that Avatar would be seen as the avid star of
3D TV or that the film soon will be followed by an amazing number of TV
components and sets that embrace 3D, Birnbaum added.
The other compelling trend in flat panel TVs is greater energy
efficiency. This push for energy-efficiency really took off with the
introduction of the enormously popular LED TV, Birnbaum noted
samsung t479
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