The Japanese TV market is expected to rebound in 2017 with newer demand. Analysts believe that this will be a crucial year for Sony to ultimately save its struggling TV business, if Sony can make full use of this opportunity.
“(OLED TVs) are thinner than LCD TVs and the picture is clearer.†Recently, nearly 20 people were watching a Sony A1 OLED TV in an Akihabara, Tokyo electronics and electronics store, one of them said. "If the price goes down, I will buy one to watch football."
The 55-inch A1 is priced at 540,000 yen (US$4914), which is equivalent to 10,000 yen per inch. Five consumers bought this TV.
Continuous R&D: Sony's paranoia for picture quality
Sony has a long history in OLED research and development. Sony first began developing OLED panels in the 1990s and adopted an OLED display screen on its Walkman Walkman about ten years ago.
In 2007, Sony released the world's first home-use OLED TV. At that time, Sony’s president, Liang Zhongzhi, claimed that this product was its flagship player for the “revival†of its loss-making TV business.
This small-size TV was only sold for three years. At the time, large-size OLED panels had not yet been mass-produced, while other TV makers used LCD technology to make TV screens larger and wider, and the LCD screens had subtle differences in picture quality, making it difficult to support 11-inch screens. The price of 200,000 yen for TV.
However, Sony insists that more advanced OLED TVs can be introduced once higher quality panels are available. In the process, Sony has developed a new image processing engine X1 Extreme.
The quality of a TV is determined by panels and image processing engines. Almost 90% of the panels used on OLED TVs today are produced by one company: South Korea's LG Group.
Therefore, Sony decided to change the status quo by focusing on the image processing engine X1 Extreme.
The role of Sony's image processing engine is to analyze and process incoming television signals and decide how to render the picture on the panel. The X1 Extreme adjusts the picture to the state most suitable for the characteristics of the panel. For example, for the liquid crystal panel, the image is usually processed brighter, and for the OLED panel, the picture will be darkened.
In 2014, Sony began to study how to apply this processing engine to its top-tier Z9D LCD TV. While doing this work, Sony is also preparing to make this processing engine compatible with high-quality OLED panels. Sony believes that the OLED panel will also be able to use this image processing engine at the end of the research.
The X1 Extreme processes images 1.4 times faster than the previous X1 4K TV image processor, allowing the TV screen to present true picture quality without delay.
Sony looks to A1 to save TV
Through the use of Sony's Terri color display technology, X1 Extreme can vividly display the skin texture, which is currently impossible to achieve.
In addition, the X1 Extreme also uses real-time noise reduction technology and can convert terrestrial digital signals into high-dynamic-range images.
X1 Extreme's development work was carried out by the Sony Semiconductor team in Atsugi City, in the southwest of Tokyo, while Sony’s TV department is located in Tokyo City. Sony TV designers responsible for algorithmic and pattern analysis often flew to California's Sony Film Production subsidiary to communicate with producers about how to reproduce vibrant images.
Supplying commercial OLED TVs to TV stations also helped Sony enhance its screen creation capabilities. Sony A1 got the support of Hollywood experts. A Sony executive recalled that many of the experts were so impressed with A1 that they listed such a high-definition home TV as something that could change the way movies are produced.
In October 2016, Sony released the Z9D LCD TV with the X1 Extreme image processing engine. The pre-tax price for the 100-inch model was 7 million yen. Since then, the price has not fallen.
According to Ichiro Takagi, president of Sony Vision Products, as LG's OLED panel has reached a "satisfactory level", in the summer of 2016, Sony decided it was time to return to the OLED TV market.
Sony A1 was released at Las Vegas CES in January this year. In the absence of speakers, A1 was able to sound through screen shakes. A well-known Sony president and CEO Hirai Hirai reported that A1 represents a technology that only Sony can provide.
Sony hopes that with AI's support, it will increase its sales share in the global TV market from 8% to 10% in 2017. Sony also plans to increase the share of OLED TVs in its television sales to 10% by 2022.
Home LCD TVs will not disappear on store shelves in a short period of time, but innovations such as foldable OLED smart phone panels have been developed, and such technologies can be applied to more mainstream areas in the future.
Ten years ago, Sony first attempted to use OLED TVs to more than just create a banner. Today's A1 can actually become a "magic weapon" for Sony's revival TV business.
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