March 18, 2013, NPD Flat-Panel Display Conference, San Jose, CA—A panel from industry looked at the issues in flat panel development and product feature specification. Paul Gagnon from NPD DisplaySearch moderated the panel. Panel members were Jim Sandusky from Sharp, Tim Alessi from LG Electronics, Ken Lowe from Vizio, Henry Hauser from Panasonic, Dan Schinasi from Samsung, and David Naranjo from Coby.
The future of displays?
Sandusky mentioned that their gen10 have enables larger screen sizes, and that 60 inches above is the fastest-growing segment.
Alessi spoke of their product roadmap indicating trends in the US differ from other parts of the world. They will bring features and value to market that will drive sales.
Lowe responded making flat panel TVs even more affordable to provide greater value.
Hauser commented on the changes in TV. New resources and technologies from other product areas may overlap, and the synergies will spawn new product categories. In the past the focus was on the picture, and now it's design and size. Transparent navigation on screen will be a big deal.
Schinasi suggested the emerging technology will be a whole 3-D society. There are lots of consumer products in the pipe, and they are investing in smart TV and integrating an app store into the TV.
Experiences both successful and unsuccessful?
Sandusky enumerated the winners as increased resolution, designing in LED backlights changed the form factors, increasing size—60-inches for under $1,000—and connectivity. The areas that did poorly were oversized expectations for 3-D, due to lack of content, the glasses issue both passive and active, the consumer perception of existing 3-D content, consumer perception that the displays are only good for 3-D, and the belated realization that a movie in a cinema is okay to require glasses, but in the home there is much multitasking going on and glasses interfere.
Alessi agreed on the valuable features. Picture quality is the number one issue, followed by a resolution, the move from 480i to 1080p, increases in size, etc. Motion pictures seem better at higher refresh rates of 120 Hz or higher. Less than half of 3-D displays are under 40 inches, and it seems there is little value in a 32 inch 3-D display. 3-D is now taking off yet, while all 3-D displays are also connected, to address the increasing quantity of non-broadcast content.
Lowe noted the most successful change was the introduction of HD and flat panels. Now, the LED backlight provides better pictures and reduces power. 3-D has a very low success rate and, for home use, passive classes are better.
Hauser acknowledged that flat-panel HDTV where the biggest changes, but they are actually different entities. Larger screens also increase the average selling price. If the cloud could have eliminated the set-top box it would've reduce the complexity for connections.
Gagnon added that connected has similar issues as smart TV, that the content for most providers is still locked down.
Schinasi said that increasing the frame rate improves motion response. In addition, manipulation of the backlight improves contrast. There is a specification issue about picture quality but still needs resolution.
Standard metrics?
Schinasi decreed that not enough specifications exist.
Lowe opined that consumers cannot see a difference with higher frame rates.
Naranjo postulated that the digital technologies and increases in signal processing have leveled the playing field. Changing and improving standards like HDMI are improving content potential. The move to a 16 x 9 format looked better than SD even though little HD content was available.
Smart TV, plans and strategies?
Naranjo plans to increase tablet and TV markets because more people are multitasking. They are working to merge functions and devices to better enable sharing of content. Multiscreen operations require merging technologies to increase the value of the various screen sizes.
Schinasi express the convergence of devices. Mobile and broadcast will coexist, tied together through DLNA, enabling content sharing and a second screen experience. This experience will include social media, back channel content, other perspectives, and other features that are still evolving.
Hauser agreed that the second screen is here to stay. The advent of transmedia does not change the fact that the TV owns the living room, while the second screen is used for social functions, reducing the number remotes, and providing mobility to TV. These devices will become more complementary and not cannibalistic. Just like using headphones for music, changes in pictures will move to the TV.
Sandusky offered an alternative, that with tablets and phones, the TV becomes the second screen. This is a generational change in use modes.
Alessi offered the opportunity for first and second screens and their ability to integrate content makes the technology invisible as people transfer content across the screens.
Lowe demurred that the only thing that matters is the screen in front of you and not the screen size. Convenience is key.
Screen shift: proprietary versus open uncommon standards?
Alessi suggested their many options including MHL, Miracast, NFC, and Airplay for Apple devices.
Schinasi added DLNA is a good communications platform.
Lowe emphasized that open standards are better than closed ones.
Next decade, move to thin client?
Naranjo responded that TV sets are becoming Roku enabled, and the intelligence is moving outside the TV. This change can help to future proof TV sets as the integrated high-performance TV evolves into a base display and changeable platform blocks.
Schinasi stated the value of an embedded experience with an open platform and upgradable electronics. Increasingly, functions like gesture, voice, recommendations for broadcast and over-the-top cloud-based services will define the quality of experience and provide a constant user interface. TV will remain the center of attention, but seamless integration with second screens is still highly desirable.
Alessi noted that smart TV offers multiple options, but set top box still controls most operations. Smart TV can offer search through the web and control feedback to the set-top box to change channels. A common platform is likely to be available in the future.
Lowe cautioned that the market will decide. Adding a Yahoo widget bar, flash apps and other features to a television address the fact that of the half of TVs with connected capabilities, 70 percent are actually connected. An external box can overlay video sources and a Google TV type search engine for could find content.
Brands cooperate?
Schinasi answered that competition and differentiation will prevail, and the consumers will decide.
Sandusky said that the brand level, there'll be no joining. On the supply-chain side, however, the hardware is converging towards a common platform.
Alessi warned that consumers don't know what to ask for any smart TV. The other capabilities within smart TV are unknown, so they need education and better market messaging.
Increased at retail to explain capabilities versus alternatives?
Naranjo observes the web is well used, and shows elements of various sets. The amount of education in the sales force is increasing.
Schinasi added they have to drive a clear message at the retail level.
Sandusky argued that there is a sea of TVs in a big-box store, and all sets look good, so it's very hard to choose. A smart TV on the other hand must interact with other devices. As a result, the demonstrations should show interactions with other screens and the retail experience has to change to provide a solution purchase opportunity.
Next five years, will people upgrade or replace TV sets?
Schinasi mentioned that some features already exist. UHD will come out, and the prices will drop. OLED will come out soon but there's a question about curved OLED screens. Integrated Smart, connected and UHD
Alessi focused on picture quality. Increased resolution to UHD and higher frame rates will come with lower prices. Even larger screens and OLED will be released.
Sandusky noted that cinema is mastered in 4K, so the content will exist. The natural resolution for films about equal to 4K so remastering existing libraries as an option. H.265 offers twice the efficiency of H.264, and there will be a rapid rollout of 802.11ac devices. Once fiber to the home becomes realistic, the increased download speeds will enable streaming 4K content.