Vision - July/August 2008 - (Page 31)

news from washington ] • [ by doug johnson and presented before local, national and regional governments around the world, where legislators and regulators are determining appropriate measures to address energy consumption and efficiency in all industrial sectors, including consumer electronics. In the TV category, generally, the larger the display screen, the greater the amount of power needed to produce an image. With the advent of digital television and consumer demand for larger and better viewing experiences, the percentage of TVs shipped in the 36-inch plus category has been growing. In 2008, CEA expects the fastest growing display size to be 50-inch or larger, LCD displays (165 percent unit growth). Consumers also are spending more time in front of their televisions—currently an average of 21 hours per week. Setting aside population growth, to the extent that more TVs with larger screen sizes are sold and that more TVs remain on for longer periods, the share of residential electricity consumed by TVs would rise over time. Not surprisingly, this has captured the attention of energy efficiency advocates and policy-makers. tech policy Substantial Savings In the dynamic CE marketplace, the voluntary, flexible and international approach of the ENERGY STAR program is one of the most effective and flexible ways to support and sustain energy efficiency and conservation in the CE sector. According to the most recent ENERGY STAR annual report, the ENERGY STAR program for CE products including home office equipment saved 18.6 billion kWh of electricity and avoided 3.6 million metric tons of carbon emissions in 2006. This is the energy equivalent of taking more than one million cars off the road or equal to the annual energy used by nearly 600,000 single-family homes. For TVs, the ENERGY STAR program has evolved to address total energy consumption, including active or on-mode power draw in addition to standby mode. This is a major but important change in focus for the ENERGY STAR program. The successful publication of the new ENERGY STAR Version 3.0 TV products specification in February 2008 was the result of collaboration among representatives of industry, government and other energy efficiency stakeholders. Particularly important to the new ENERGY STAR specification and to understanding DTV energy use in general, was the development of the new international standard test procedure for measuring power draw in digital televisions. Regarding DTV energy use, there are two challenges going forward. With policymakers’ broad focus on energy issues, it is vitally important to the CE industry to promote, enhance and expand ENERGY STAR and other voluntary, market-oriented programs. At the same time, given the tendency of regulators, whether in Sacramento or Brussels, to suggest new regulation as a needed policy measure, industry and other stakeholders must work together to avoid artificial energy use limits imposed by government regulation or legislation that could stifle innovation, limit consumer choice or harm competition. • CEA’s environmental resource, myGreenElectronics.org offers tips for saving energy for electronics as well as an Energy Consumption Calculator (www.myGreenElectronics.org) T The Big Picture on DTV Energy Use he digital television transition is well under way, with more than 50 percent of U.S. households now owning a digital TV; a rich variety of high-definition broadcast content is available; and just seven months remain until the February 2009 cutoff date for over-the-air analog TV broadcasting. The DTV transition, however, also is occurring in the midst of a transformative and comprehensive focus on the environment by businesses, consumers, governments and organizations around the world. Energy-related issues—whether it is the cost of electricity, the cost of gasoline, the relationship between energy consumption and climate change, the efficient use of energy, or new sources of clean and renewable energy—are influencing consumer choices of products and services, driving business and investment decisions, and shaping public policy debates. Combine this broad and intense focus on energy and the environment with the transition to digital TV, and questions naturally arise regarding how the transition impacts the environment, including current and future residential electricity usage. Moreover, such questions are being raised www.ce.org Maciej Frolow/Jupiter Images Energy Efficiency Working against an absolute increase in TV energy use are two important drivers of energy efficiency: technological innovation and market-oriented incentive programs. Both phenomena have played important roles during the history of analog TV by improving the viewing experience for consumers through larger and brighter displays and added product features, while at the same time improving energy efficiency and reducing power draw. The same trend should occur during the evolution of digital television. Technological innovation is an ongoing phenomenon, but government-sponsored programs for energy efficiency in the CE sector did not begin until the 1990s. The first ENERGY STAR program for TVs was developed and launched in the late 1990s. ENERGY STAR today represents a successful government-industry partnership that benefits from strong participation by manufacturers, captures a broad range of CE products, creates a competitive incentive for energy savings and is recognized by consumers. July/August 2008 31 http://myGreenElectronics.org http://www.myGreenElectronics.org http://www.ce.org

Table of Contents Feed for the Digital Edition of Vision - July/August 2008

Vision - July/August 2008 Contents Shapiro's Spectrum In This Issue The Economist C4 Trends Visionary Embracing Disrupting Technology Vaulting Ahead with Your Brand International Risk Stop Boomerang Products CEA Newsline Tech Speak Tech Policy Going Global Eye on Business Market Insider Just the Stats

Vision - July/August 2008

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