The rise of HD displays

Western Europe’s demand for High Definition TV displays continues unabated. Major sporting events will help drive volume. And with new technologies, these advanced displays become ever more intelligent. JIM BOTTOMS, MD Corporate Development at Futuresource, looks ahead.

This year HDTVs will account for 32 per cent of TV screens in Europe whilst only two per cent of homes receive HD broadcasts. By 2012, this will grow to 71 per cent of European screens (168 million) being HD capable whilst only 28 per cent (48 million homes) will receive HD broadcasts.

While the upcoming 2008 Olympic Games is currently being used as a big driver of HD, not just displays but also test transmissions and an increased number of broadcast hours, there will remain a HD content gap where consumers are investing in the latest generation of HDTVs but cannot exploit their potential because of a lack of HD broadcast content.

By 2012, for some 41 per cent of HDTV homes, Blu-ray Disc is being regarded as the primary means of plugging this HD content gap, as the high-definition disc is being promoted as the only full HD (1080p compatible) entertainment source to become available for several years in some regions and even countries.

HIGH RESOLUTION – THE SHIFT TO 1080P

Almost all recent flat panel TVs are capable of handling any HD input and scaling it appropriately, whether 720 or 1080 screen resolution. The falling price premium for 1080p displays and the increasing amount of content available in Full HD from Blu-ray players and PS3 games consoles will help drive 1080p from just over 15% of Western European total flat panel sales in 2007 to over 50% by 2012.

Full HD 1080p resolution has previously been associated with large screen (37”+) TV sets but several companies are starting to roll out 32” 1080p models including Sony and Sharp. Last year, Sharp offered the world’s first 22” and 26” 1080p LCD display to Japanese consumers. Whether such displays will be rolled out in Europe remains to be seen but it appears that the size barrier has been broken when it comes to Full HD.

THE RISE OF OLED TECHNOLOGY

Liquid Crystal Displays LCD) accounted for over 70% of total market shipments in 2007 (close to 90% of flat panel total) and will continue to be the technology of mass market choice for the foreseeable future, increasing its share as LCD panels become more affordable. However, premium pricing will become critical to margin as the LCD TV market is now highly commoditized, either through brand equity, image quality or features such as 1080p, LED backlighting, and IP connectivity.

OLED (Organic Light Emitting Diode) is of strategic interest for TV displays as it produces extremely high quality pictures with no backlight, hence offering significant energy savings (important selling point in these environmentally aware times). The displays can also be produced in very thin and lightweight form factors, making them much easier to hang on the wall than current flat panel TVs.

Sony’s first OLED TV, demonstrated at CES in January of this year is now on sale in the USA. The 11” XEL-1 model has a contrast ratio of 1,000,000:1, is just 3mm thick and retails in the USA for around $2,500. A European launch of the display is expected within the year.
It is unlikely that larger OLED displays will become cost comparative with LCD TVs for a number of years yet, but that hasn’t stopped companies showing off larger prototypes, including Sony, with a 27” 10mm thick version and Samsung with a 31” model. Samsung expects to be producing 40” OLED TVs for the consumer market by 2010.

CONNECTIVITY & 3D DEVELOPMENTS

The TV set industry is defending its value-added space by the addition of not only USB sockets, multiple HDMI ports and SD card slots but also Ethernet ‘Media ports’ and built-in wireless connectivity allowing the delivery of actual internet content and customer support services.

Several brands are expected to announce DLNA (Digital Living Network Alliance) certified flat panel displays (including Ethernet port) at the upcoming consumer electronics fair IFA in Berlin this September. The products will be targeted at connecting DLNA products together to help facilitate home networks.

Further to this, many TV manufacturers are exploring ways of delivering external web based content directly to the TV in the longer term, through discussions with broadcasters, ISPs and Telcos.
Panasonic has recently launched displays with integrated Freesat tuners in the UK which, along with the Freesat settop boxes from Humax and Alba, feature Ethernet ports allowing download of future HD content to the TV through BBC iPlayer and similar services.

Following headline releases like Beowulf, movie industry interest in 3D film as a differentiator for theatrical exhibition is rising. The CE industry is also preparing to add 3D technology to its toolbox, initially for gaming, but also for film longer term.

Samsung added its first ‘3D Ready’ plasma to existing DLP projection TVs at CES this year. These products use a software-controlled optical offset-approach with special filter glasses and infrared connection to the TV for synchronisation.

The rather heavy glasses and software are currently supplied by third parties for around $200 retail, but Samsung plans to bring its own brand package out at lower cost.

Currently, LCD panels cannot support 3D because of response time, but next generation panels with 120Hz capability and sub-5ms response will probably enable them to be used....

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