LCD school: advocate innovation to enhance backlight technology
Looking at the 2016 color TV market, manufacturers are more concerned about the color TV display technology and concepts launched a round after another across the air fight. From the perspective of the market strategy of China's top five color TV manufacturers, all manufacturers have introduced ultra-high-definition and HDR televisions in order to greatly improve the picture quality. This has made upgrading the picture quality the core of color TV technology upgrades. However, from the perspective of subdivision technology, LCD TVs also have different ways of improving the backlight.
As a terminal product for quantum dot technology, Quantum TV is favored by large domestic and foreign manufacturers. This is not only because the quantum dot technology can make LCD TV color significantly improved, but also because it is expected to become one of the development direction of the future TV.
In addition to foreign brands Samsung behind Quantum Dot technology, China's TCL strategy is also focused on the QUHDTV TV, high-tech quantum dot technology layout market. According to Chen Guanglang, Chief Technology Officer of TCL Multimedia, with OLED TVs still immature, QUHD TV Quantum Dot TV can achieve 110% NTSC ultra-high color gamut display, even more than 10% over OLED. Let Quantum TV be competitive in the high-end market.
Different from the TCL strategy, Hisense also made a fuss about improving the backlight to improve the quality of LCD TVs. As early as two years ago, Hisense introduced a self-developed ULED TV. The three-generation ULED TV launched this year not only achieved 8K ultra-high-definition display for the first time, but also fully upgraded the dynamic backlight technology and applied a self-developed Hi-view. Pro quality chip. Hisense has high quality and this banner is to take the road of independent innovation.
Liu Hongxin, president of Hisense Group, told reporters that Hisense's approach is different from other brands, and Hisense does not over-package or overdraw brands. Hisense promotes the continuous upgrade of ULED technology through technological innovation. The supply-side reform proposed by the country is worthy of reference by color TV companies. The core of the supply side is user demand, and the path to achieve is "innovation." What we want to do is technological innovation, not being dragged into the Red Sea price war.
OLED pie: Declaring "Only OLED for the end of liquid crystal"
Different from TCL and Hisense's deep ploughing LCD technology, color TV manufacturers represented by Skyworth have spared no effort to layout OLED display technology. As a representative of the next generation of new display technologies, Skyworth also hopes to take advantage of 4K OLED organic TV, a new generation of high-end color TV products, and claims that “only OLED is the end of liquid crystalâ€.
If we say that Skyworth pushed its first OLED TV three years ago just for the purpose of “small trials,†then Skyworth’s OLED TV sales target of 200,000 units this year is full of confidence. For color TV technology innovation, Liu Weizhi, president of Skyworth's color TV business unit, even released “Of course, we have the same confidence in promoting new technologies and new products. We dare to say first, and no one dares to say the secondâ€. This makes the OLED camp smell more and more intense.
It is worth noting that in the domestic brands, if it is said that Skyworth is thriving, the OLED camp will further expand this year. According to Liu Yuzhi, within a year, Skyworth will launch a 55-inch OLED TV with domestic partners.
In addition, after high-level coaching changes Konka, also choose OLED TV as a new breakthrough in the market. In Changhong's spring new product, in addition to the release of ChiQ TVs equipped with UMAX cinema systems, OLED TVs are also mentioned.
Su Zihuan, general manager of Changhong Multimedia Industry, told reporters that according to the HDR standard set by UHD ALLIANCE, HDR A++OLED TV is 540nit, LCD TV is 1000nit, and OLED TV equipped with HDR technology has unique advantages. For self-illuminating OLED TVs, Changhong has inherent advantages in technology, and OLED TVs are also the focus of Changhong's layout.
At the crossroads of technology?
It is not difficult to find that the technical direction is different, which makes the color TV industry again to the point where the competition between liquid crystal technology represented by quantum dots and ULED and OLED technology becomes increasingly fierce. As the next-generation display technology, the industry has given great expectation to OLEDs, which allows OLEDs to replace LCDs.
However, although OLEDs are highly anticipated by the industry, they are difficult to produce on a large scale and are also the industry’s common understanding. Skyworth admits that the most worrying aspect of OLED TVs is continuous supply. If the acceptance of OLED TVs in the Chinese market exceeds expectations, there will be some tests on the supply capability of OLED screens.
From the current point of view, only LGD can supply OLED TV screens worldwide. In spite of these years, LGD has continuously invested in the research and development of OLEDs, but for large-size OLEDs, the industry still doubts its yield. It is very difficult to display a large-size display with the current evaporation process, so the possibility of a bad display is 10 times that of LCD, and the yield and cost are still the biggest bottleneck of its popularity.
In the “window period†in which OLEDs are not yet mature, LCD technology has made breakthroughs in areas where the original OLEDs have a competitive advantage such as curved surfaces, ultra-thin and color gamuts, making LCD TVs prolong their vitality and challenge OLED technology.
In fact, the appearance of any new technology and solution is basically to improve the display quality of color TVs. Liu Hongxin admitted frankly: "Hisense has never said that it does not do OLED TVs, but Hisense has launched a product that must meet the three conditions of mature technology, product quality, and users' preference. Now we are seeing that ULED TVs display performance standards again. On top of OLED."
Li Dongsheng, chairman of TCL Group, also said in an interview with reporters: “Quantum dot display technology can achieve the current level of AMOLED in all aspects of performance indicators, and cost-effective than AMOLED much better.â€
On the one hand, the continuous improvement of liquid crystal displays such as quantum dot technology and ULED technology, and on the other hand, the rapid arrival of the first year of OLED promotion. Today, the color TV industry is once again facing the crossroads of technology choices. Which kind of technology can be favored by the market depends on whether or not it can truly realize the overall improvement of TV quality in order to give users a truly good experience.
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