BUYERS' GUIDE LIVING
BUYERS' GUIDE LIVING ROOM LIFESTYLE TVs MARKET In the first half of 2018, GfK recorded total sales of €45 billion for the global market for TVs. That is about 1% more than in the same period last year, spurred by this year’s FIFA World Cup in Russia. Global sales of a total of 238 million devices are expected for 2018, which means a 2% increase compared to 2017. Furthermore, the main trends contributing to this growth are top-notch devices with high average prices, smart and connected TVs, and the recovery of emerging markets. CONTACT Markus Kick Analyst Markus.Kick@gfk.com STATE OF PLAY One of the key drivers of the TV market is screen size. When a TV is replaced nowadays, the consumer generally wants a bigger screen. That TV must of course have high performance features and top image quality. Good news for consumers is that as the number of OLED-supporting brands continues to grow, so is the choice of sets available, with competing styles, processing skills and smart talents. At the same time, developments in panel design and LED backlighting mean LCD is up to the challenge. INNOVATIONS TO LOOK FOR AT IFA HDMI 2.1 HDMI Specification 2.1 is the most recent update of the HDMI specification and supports a range of higher video resolutions and refresh rates including 8K60 and 4K120, and resolutions up to 10K. Dynamic HDR formats are also supported, and bandwidth capability is increased up to 48Gbps. Meanwhile, the new Ultra High Speed HDMI Cable is the first cable defined by the HDMI Forum. Ultra High Speed HDMI Cables comply with stringent specifications designed to ensure support for high resolution video modes such as 4Kp50/60/100/120 and 8Kp50/60. HYBRID LOG-GAMMA This HDR (high dynamic range) format is paving the way for a future of over-theair HDR broadcasts. A benefit of Hybrid Log-Gamma (also known as HLG) is its backwardscompatibility with non-HDR TVs, and its potential for live broadcasts, particularly sports. While many manufacturers have been able to add HLG support to previous TV ranges through firmware updates, this year such functionality will be present outof-the-box THE BIGGER THE BETTER Screen sizes have grown larger to make use of the sharper, clearer pictures of 4K content, and with 8K just around the corner, this trend will continue. Flagship 42-inch TVs of ten years ago look quite insignificant compared to today’s mega-screens. This growth trend shows no sign of slowing. 65- inch is the sweet spot not only for premium ranges but more affordable “step-down” lines too. Our thanks to EISA member, Mark Craven, Home Cinema Choice and Fotios Fotiadis of Sound Vision magazine in Greece, Expert Group Manager Home Theatre Display & Video at EISA for their input. 18% Share of TV sales online in first six months of 2018, up from 15% in 2017 THE FUTURE As the demand for bigger and bigger screen sizes is increasing, 8K resolution will soon make 75-inch and the 88-inch TVs something “regular” in homes in the future. The industry will develop 8K players, and 8K streaming services will appear. The 8K ecosystem then will expand into the smartphones, gaming, photography, sports and of course TV channels. INNOVATING @ IFA HISENSE HIGH-END TV Hisense is showing the world’s first flat screen television with 5,376 local dimming zones. In total, more than 86,000 individual LED lamps were installed in the ULED-TV HZ75U9D. The built-in Quantum Dot 4K display offers an extended colour gamut and an outstanding peaking brightness which can reach 2500-nit. Hisense says the model is 50% thinner than a standard LCD TV. » HALL 6.2 / Stand 202 PHILIPS OLED WITH SOUND BY BOWERS & WILKINS The Philips OLED+ 903 TV features P5 picture processing and Bowers & Wilkins sound. The company says consumers can open their senses to real colour, a sharp 4K UHD picture, and mesmerising audio. The manufacturer says the Philips OLED+ 903 will reset the TV performance landscape by offering a combination of picture and sound quality previously unavailable on the market. » HALL 22 / Stand 101 Hall 25 - Stand 207 Hall 6.2 - Stand 202 Hall 22 - Stand 101 www.ifa-international.org IFA International • Monday 3 rd September 2018 45
