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Day 1 - IFA International

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BUYERS' GUIDE UHD TV I FA international Official Daily News Source f or International Visitors at IFA STATE OF PLAY UHD – or “Ultra High Definition” TV refers to the new breed of displays – both “4K” and “8K” that are arriving on the scene today. As 8K is not being commercialised yet, this guide refers only to 4K – or 3840 x 2160 resolution (8.3 megapixels) – or 4 times the number of pixels on a Full HD TV. The benefits of ultra-high resolution are only noticeable with large screen sizes (min 55-inch). The key issue at the moment is the lack of content, although much as was the case with HD TV, sufficient content providers and channels will come online only when critical mass is reached in terms of numbers of UHD TVs in homes. However, UHD TV will become a solid norm for larger screen sizes, allowing viewers to sit closer, and also enabling passive 3D viewing without abhorrent pixelisation. MARKET 4K2K FORECAST KEY SELLING POINTS TECHNOLOGY Processing As there are more pixels on the screen, much more processing power is needed to avoid motion blur. For the moment, 100 Hz is the most you can generally hope for. Compare fast moving contrasted images to differentiate between screens. Upscaling If done correctly, Full HD material can be upscaled for display on a UHD screen with impressive results. A good upscaling chip will be “smart” enough to interpret and enhance light on objects, and will sharpen edges without giving a “jagged” look. Interface The possibility of upgrading the TVs input interface will be a plus, as for the moment, there is still no way of receiving UHD TV over a “normal” (HDMI) cable. Upgradeability of hardware and software are therefore important. FEATURES Upscaling As mentioned in the “tech” section, prerecorded media or broadcast material in UHD resolution will not be available very soon, so an upscaling chip is an essential feature. Upgradeability While many people will use these TVs with Home Cinema systems, for those who don’t, the sound has to be as good as the picture, which with LCD TVs has been a bugbear. There should be enough watts to deliver dynamic sound, and a subwoofer is essential. Full feature set Customers for these expensive products will expect to get only the best of the best – in quality as well as in terms of the features. INNOVATING @ IFA DESIGN Flexible Installation UHD TVs tend to have very large screen sizes and are not easily placed in a living environment. Different options (wallmount, stand etc.) should be available. Design Choices Several design choices are already available, including displays with integrated speakers and/ or sound systems. With further development of the production process additional choices with ultra-thin-bezel-design are likely to become available soon. Viewing Distance The higher resolution of UHD-TVs allows smaller viewing distances compared to Full HD displays. This means a larger screen can be used in the same living room. Samsung 85-inch S9 UHD TV – spearheading Samsung’s big screen marketing in Q4 4K2K PENETRATION 4K2K BY SIZE UNREAL SIZE, UNREAL EXPERIENCE The stunning and super large 85” Class Samsung S9 Ultra HD TV delivers a grand visual experience that is utterly immersive and luxurious. With a truly iconic design, the Samsung S9 Ultra HD TV has elevated the TV experience, making it as much about beautiful art as functionality. » HALL 20 / STAND 101 THE FUTURE UHD will undoubtedly be the future of display technology for the home. Once the methods of delivering UHD content to the households (Broadcast, Download, Streaming, Packaged Media) have been established, mass production will be feasible and end-consumer prices will start to dwindle. » HALL 22 / STAND 101 Sony BRAVIA X9000A Series UHD TV – already in stores across Europe » HALL 25 / STAND 145 FEEL THE BEAUTY - FIND YOURSELF IN A TRULY IMMERSIVE EXPERIENCE The new Sony Bravia X9000A Series are equipped with (4K) Bravia LED and Sony's X-Reality PRO Picture Engine which optimises image processing for digital broadcast, Bluray disc and other high resolution materials. Immersive Sound with S-Force Front Surround Sound, Immersive 3D, Motionflow XR800 technology, SimulView. » HALL 4.2 / STAND 101 Our thanks to EISA for their help in compiling this buyers' guide, and to Haier and TCL for their contributions. IFA International • Friday 6 th September 2013 37

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