Vision - November/December 2007 - (Page 44)

3D is here “people are wIllIng to gIve up screen sIze to get tHe form factor we see tHIs HappenIng a lot.” —s c ot t r aMir e z , to s hiba aM e r ic a s c ons u M e r Pr oD u c t s But at this time that technology does add some cost. If it’s just your pocketbook making the vote, the large screen form factor of choice is plasma.” Samsung says it is deploying LEDs and 3D enhancements in its rear-projection sets, which use Texas Instruments’ mirror-based digital light processor (DLP) technology. Indeed, market research firm iSuppli says rear-projection TVs are getting a boost from innovations with lighting technologies such as electrodeless lamps, LEDs and lasers. Using solid-state LEDs as a light source rather than the traditional mercury offers several advantages in rear-projection sets, Schinasi says, including longer life, a wider color gamut and lower cost of ownership. Mercury lamps must be replaced roughly every three years. “That’s been a big sticking point with a lot of consumers,” he says. “An LED light source holds its color balance and brightness throughout its usable life.” Newer rear-projection TVs are also capitalizing on stepped up environmental consciousness among consumers. Schinasi says frugal power consumption on the order of 230 watts and the replacement of mercury are environmental advantages in Samsung’s LED-based sets. Similarly, Mitsubishi is pitching its new laser rear-projection set, being launched at CES, as an environmentally friendly alternative to other display technologies. “Certainly it is very green in the sense that there are not a lot of components that are bad for the environment, whether it be lead, arsenic or mercury, which a lot of other technologies use today,” says Mitsubishi’s Naranjo. In addition, Mitsubishi’s laser TV consumes “significantly less” energy than the 500 watts to one kilowatt of power that a 65-inch plasma eats, Naranjo adds. “Plasma is a power hog,” he says. Mitsubishi, because of what Naranjo acknowledges are negative associations with the rear-projection market, is not pitching its new set as a rear-projection TV, merely as a laser TV. Like Samsung’s set in the rear-projection space, Mitsubishi’s first laser display product will deploy DLP technology. Because Mitsubishi’s set does not employ a white light and color wheel, “you get much more accurate coloring; they’re precise,” says Naranjo. “The red doesn’t look orange, the green doesn’t look yellow, everything looks natural. With laser you’re able to see many more colors in the spectrum as you would see in nature. You have such a degree of accuracy that we actually can expand the amount of colors you can see on a TV.” Samsung, beginning with its 2008 rear-projection line-up, is bringing 3D capabilities to the category via an accessory kit. The kit was expected at press time to cost $100 and include two pairs of 3D glasses and an emitter to synchronize the opening and closing of shutters in the glasses with a signal in the TV, thus providing the 3D effect. Because its DLP sets run at 120-Hz, the system can split images into a 60-Hz picture for the left and right eye. The interpolation of those images creates depth perception. The 3D accessory kit would bring out true 3D images in movies created for the format, such as “Spy Kids 3D: Game Over”. It also would provide depth to traditional 2D images, though without the eye-popping effect of, say, a shark lunging toward the audience. The image-splitting 3D technique could not be applied to CRT TVs, which produce images at 60-Hz, because a 30-Hz image would cause flicker, Samsung’s Schinasi explains. But Samsung expects to roll out the 3D capability to at least one of its flatpanel sets, though Schinasi declined to specify whether it would be to a LCD or plasma set. To begin with, 3D content for the Samsung system would come from a PC, underscoring another emerging display technology trend: the networking of additional CE devices with newer display types. According to iSuppli, the number of consumers who want their TVs connected to the Internet has reached 60 percent. “People want to do more with their flat TVs,” says Quixel Research analyst Pratt. “They want to stream movies or watch their photos. How does the cable box fit into this equation? That’s where you’re going to see a lot of short-term maneuvering. Manufacturers are fighting for that space, of how we are going to drive the home and that goes to how we are going to drive revenues.” “manufacturers are tryIng to Increase tHe value of flat-panel dIsplays gIven tHe prIce erosIon of tHe past several years. tHey’re tryIng to slow tHat down ” —DaViD n aranJo, Mitsubishi Digital electronics aMeric a Adds Toshiba’s Ramirez: “You’ll be able to watch a program in one room, like the family room, pause it and go up to the bedroom and watch the remainder of the program there. All this is coming. It’s not here yet. You’re going to see it starting more in 2008.” Mitsubishi’s Naranjo says such wireless capability will impact how flat-panels are mounted, and he expects announcements at CES in that arena. “Manufacturers are trying to increase the value of flat-panel displays given the price erosion of the past several years,” Naranjo says. “They’re trying to slow that down and add value to consumer lifestyles.” • www.ce.org 44 November/December 2007 http://www.ce.org

Table of Contents Feed for the Digital Edition of Vision - November/December 2007

Vision - November/December 2007 Contents Shapiro's Spectrum In This Issue The Economist C4 Visionary Tech Speak Going Global Eye on Business Tech Policy Special Supplement: CES Unveiled 2008 CES Technologies to Watch Eastern Europe Embraces CE M&A Fest Displaying the Future CEA Newsline Market Insider Just the Stats

Vision - November/December 2007

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