Recently, the largest and highest-level “China l-China 3D TV Technology and Industry Development Forum†was held in Boao, Hainan. This forum brought together industry authorities, authoritative experts, upstream and downstream enterprises of flat-panel TVs and content providers. In the 2010 China 3D TV technology, industry chain, market and other aspects of the in-depth, multi-angle discussion.
The guests who participated in this 3D Industry Forum included Zhao Yong, Chairman of Changhong Company, Executive Vice President of Changhong Company, Lin Maoxiang, Chairman of Multimedia Company, Zhao Xinhua, Director of China Electronics Technology Standardization Institute, Lu Jianbo, Deputy Secretary General of China Electronics Chamber of Commerce, and Ovi Consulting General Manager Yu Liangxing and other government leaders, senior experts and corporate executives, and put forward their insights.
At the forum of the day, the guests agreed that 3D TV will be the next generation of TV technology, stimulated by favorable factors such as technology research and development, industrial chain improvement, rich film source and standard introduction, coupled with the joint efforts of manufacturers and channels. The dominant direction of development will be rapidly achieved in 1-2 years.
According to experts, the color TV industry is about to usher in a "big change": in the second half of the year, the domestic color TV market will face an important "earthquake" in the industry, and the color TV industry may have a big change in the competitive landscape.
First of all, the mystery of LED will be unveiled, LED TV will be fully popular.
Experts pointed out that from a technical point of view, LED TVs use light-emitting diodes, and the backlight directly converts electrical energy into light energy. It has outstanding characteristics such as high photoelectric conversion efficiency, small size, stronger color expression, longer life, stable power and environmental protection. . However, LED TVs are very easy to cause product technology homogenization, and LED backlights are improved, non-realistic technological innovations, but the price is much more expensive than ordinary LCD TVs.
Lu Renbo pointed out that although LED is currently the mainstream direction of flat-panel TVs, it is not enough to support long-term market hotspots. Who can master the LED cost and scale advantage in the future, who can take the lead in setting off a storm of LED popularization, and then occupy half of flat-panel TVs. .
Chang Mao’s executive vice president and multimedia chairman Lin Maoxiang said that Changhong has locked in LED panel resources in the first half of the year. First, it has obtained the most adequate supply guarantee in the industry. Second, it has obtained the most advantageous cost in the industry. Completed all preparations for the complete machine, terminal, and policy. Since August 6th, Changhong will take the lead in launching the most powerful transformation in the industry in the past five years. For the first time, LEDs have been completely shattered by 60% of the LCD value, allowing LEDs to adopt more aggressive price strategies and functions. Advantages gradually phase out ordinary LCD, let consumers get the best LED products with the most favorable expenses, and change the competitive pattern of tablet products in 2011 in advance.
It is reported that starting from August, Changhong will launch a three-month "3D Ou Baoli shock attack, Changhong LED popular storm" activities nationwide. Changhong's 3D Opel TV shocked and reappeared the 3D audio-visual frenzy; Changhong Netle LED national popularity storm, Qixiang group purchase price of 60% off the audience; 42-inch LED and LCD fully integrated, only 5990 yuan. The same price, of course, buy LED cost-effective. In addition, Changhong also set up five major gifts such as home theater, extended warranty, high-definition camera, wireless network package and policy appliance subsidies, and directly contacted the industry bottom line.
Secondly, under the background of triple play, IPTV enters the era of real content competition.
With the introduction of industrial planning and policy guidance for the integration of the three networks, the convergence of the three networks of the grid, telecommunications network and the Internet has accelerated, and the convergence of consumer electronics, computers, communications and content has become the future development direction and trend of the electronic information industry. The integration of the three networks has created a huge space for the development of the electronic information industry.
For color TV manufacturers, it is necessary to build a home information and entertainment center based on the Internet, broadcasting, and communication networks with the TV as the center, and strive to become the pioneer, leader and standard of the "three networks integration" in the TV industry. Participants. Specifically, in the display terminal, the TV is the center, and the multi-screen integration of TV and PC, TV and mobile phone, TV and smart home appliances, TV and security system is realized, and the television is used for content sharing and information transmission. The center's "multi-directional interaction."
In response to the policy deployment of the national triple play, Changhong has actively used Mianyang as a favorable condition for the pilot city, actively started the research of the triple play system solution, and strategically promoted the development of the network TV industry. In the forum of the day, Changhong and China Digital Media held a signing ceremony to formally form an alliance with the “national team†and began to build a formal, genuine and rich network TV program operation platform. It is reported that on this platform, in addition to continuously enriching the regular network TV content, it will also be the first in the industry to provide 3D TV broadcast content, thereby further solving the problem of lack of 3D TV content and dissemination of shortcomings in viewing, thus developing in 3D TV. Form a differentiated competitive advantage.
Third, TV display technology is destined to confront, and 3D will dominate the direction of industrial development.
At present, new technologies and new products in the TV industry are constantly appearing. So, among the three hottest LED, OLED, and 3D display technologies, who will become the dominant player in next-generation TV display technology?
Experts pointed out that the limited technical improvements made by LED TVs on LEDs are strictly improved, not true display technology innovations. Therefore, experts have shown that the price of LED TVs in China is far higher than that of ordinary LCD TVs. Experts predict that as some manufacturers boldly squeeze out the "moisture" of LED TVs, the price of LED TVs will appear "big diving" in August-September this year, and quickly become a "big road".
OLED has achieved considerable breakthrough in thinning, but due to the imperfect industrial chain, the cost of use is quite high, and it is difficult to achieve the screen size of the home. Therefore, it is difficult to form a climate in the recent 5-8 years.
For 3D, at the 3D TV Industry Forum on the same day, the guests were full of confidence in the development of the 3D TV industry, and considered 3D to be the “dominant†of the next generation TV display technology.
Lu Jianbo, deputy secretary-general of the China Electronics Chamber of Commerce, pointed out that according to a joint survey conducted by the China Electronics Chamber of Commerce Consumer Electronics Survey Office and Tencent Technology, more than 70% of respondents have an understanding of 3D TV, and more than 50% of cities are affected by The interviewers are full of expectations for 3D TV.
Lu Renbo pointed out that as more and more movies, games and sports events are produced or broadcasted using 3D technology, the problem of film sources that restricted 3D development has been solved. At the same time, companies such as Changhong, Samsung and Panasonic have increased plasma. Screen technology research, 3D breakthrough on plasma TV, technical difficulty relative to LED is relatively small, the cost is relatively low, plasma TV has become the best carrier of 3D, the above benefits provide a convenient condition for the development of 3D TV.
Zhao Xinhua, director of the China Electronics Technology Standardization Institute, pointed out that as early as the beginning of this year, China organized technical experts and enterprises to study the development of 3D TV industry standards. After investigating the status quo of international 3D TV development, China's 3D TV standardization work has basically formed a set of research and testing methods, and is now conducting docking tests with various enterprises. Director Zhao pointed out that the formulation of standards must be able to play a positive guiding role for China's 3D TV industry.
As the leader of the industry, Changhong officially announced on the same day that it will start the 3D popularization campaign from August. Changhong's 3D Opel Plasma TV and 3D-LED TV not only increase the market supply, but also position the product price to a level acceptable to more consumers. "You can buy 3D TV with 2D money." Lin Maoxiang, executive vice president of Changhong Company, said.
According to Ovi's forecast, in 2010, the domestic retail volume of 3D TV was 29,200 units, and in 2011 it reached 1,286,800 units, and in 2012 it increased to 4,759,900 units; the corresponding product penetration rate was 0.08%, 5.01% and 11.34%. This data shows the strong momentum of 3D TV development.
iSuppli expects global sales of 3D TVs to reach 4.2 million units in 2010, with sales of 12.9 million units in 2011 and 27.4 million units in 2012.
Senior expert Lu Renbo said that from a technical point of view, plasma TVs with self-illumination, wider color gamut, more realistic colors, more detailed levels, 1080 line dynamic definition, soft eye protection and other innate advantages can be better. Show 3D image effects.
As the representative of the enterprise side, Chang Mao's executive vice president and multimedia chairman Lin Maoxiang pointed out that in the 3D layout, from August this year to the first half of next year, Changhong will go to three series of nearly 10 3D TVs. Among them, focusing on the best advantage of plasma as 3D display, more than 40% of the high-end plasma will gradually switch to 3D Opel, the size is concentrated on the 50-inch, 58-inch, 63-inch and 103-inch large screen.
In addition, at the Changhong 2010 National Distributor Summit, where nearly 1,000 dealers gathered, Changhong not only officially released its latest brand proposition - trust originated from 1958, but also held a joint relationship with China Digital Media, which has a national license. The signing ceremony led the industry to announce the determination of Changhong and China Digital Media to create regular, genuine and rich online TV programs for users in the Internet TV industry.
Zhao Hong, chairman of Changhong Company, said that Changhong, established in 1958, has been adhering to the brand DNA of “excellent quality and leading technology†since the first TV was off the assembly line, and has continuously provided Changhong TV products to consumers around the world. Recognition and praise.
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