BUYERS' GUIDE LIVING
BUYERS' GUIDE LIVING ROOM LIFESTYLE TVs MARKET Latest TV sales figures show the consumer is interested in always larger and better equipped TVs. In the first half year of 2017, 58% of all TVs* sold worldwide were smart. Last year, the share was at 50%. Smart TVs allow the seamless connection between live TV and any content on demand, and the consumer can watch his or her desired content whenever he or she wants. Picture quality of TVs has improved strongly. UHD/4K allows more details by a higher resolution, better contrast levels are produced by HDR (High Dynamic Range) and more colours become visible by a Wider Colour Gamut (WCG). 29% of all TVs sold in 2017 were capable of UHD resolution and their share will grow further. Premium LED TVs allow very high brightness levels, while OLED TV can produce pure black. Both produce a picture quality that is coming closer to reality. 43-inch is currently the average TV size worldwide and it’s constantly growing. In 2015, the value was just at 40-inch. *Excluding North America CONTACT Alexander Dehmel Global Key Account Manager Consumer Electronics alexander.dehmel@gfk.com THE FUTURE As HDR content from disc, streaming, gaming or broadcast TV becomes more widespread, TVs are set to get brighter, in conjunction with wider colour technologies, to deliver optimum picture quality. And, while 4K is here to stay, 8K resolution displays at screen sizes 65-inch and above are destined to hit the market as we build towards the 2020 Olympics, already earmarked for 8K broadcasting in its host country, Japan. STATE OF PLAY The consumer TV market is still dominated by traditional LCD TVs with LED illumination, but displays using self-emissive OLED technology are increasingly common, especially in at sizes 55-inch and above. Good news for consumers is that as the number of OLED-supporting brands is growing, 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 HYBRID LOG-GAMMA This HDR (high dynamic range) format has been approved by the Digital Video Broadcasting steering group, paving the way for a future of over-the-air 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 out-of-the-box. HIDDEN AUDIO Sound quality remains a key factor for TV buyers, as does design, so manufacturers are seeking to boost the former without affecting the latter. One solution, seen in Sony’s A1 Bravia TVs, is using the panel as a speaker itself and hiding a bass driver in the stand. Meanwhile, TVs from LG and Panasonic feature external soundbars for improved sonic performance. 3D sound format Dolby Atmos, now adopted by TV and games industries as well as Hollywood, provides even greater scope for manufacturers to push the sound envelope. Our thanks to Mark Craven, editor, Home Cinema Choice and EISA Expert Group Manager, Home Theater Display & Video - for his input. INNOVATING @ IFA HISENSE UNVEILS FLAGSHIP ULED DESIGN Chinese brand Hisense has heralded the launch of its NU8700 series of ULED TV, which the company says is the epitome of art meeting function. The frame, bezel and back are constructed from aluminium to form an exterior that’s thin and which Hisense says will instantly become the centrepiece of any room. Hisense add that the builtin tweeter, midrange and internal subwoofer boxes are coupled with audio calibration technology from Dolby Digital, dbx-tv and DTS making for exceptional audio delivery. » HALL 6.2 / STAND 202 THE BIGGER THE BETTER Screen sizes have grown larger to make use of the sharper, clearer pictures of 4K content, with flagship 42-inch TVs of ten years ago looking insignificant compared to today’s mega-screens. This growth trend shows no sign of slowing down. 65-inch has become the sweet spot not only for premium ranges but more affordable ‘step-down’ lines too. Look out for vision-filling sets as large as 88in, such as Samsung’s Q9 QLED model. PHILIPS 55PUS9002 OLED TV This OLED TV features Philips exclusive Ambilight technology and P5 Picture Processing Engine is “a journey that goes far beyond the detail of the screen”. Built with European premium craftsmanship, the Philips 9002 OLED TV offers exceptional 4K Ultra HD resolution and picture perfection with the P5 processing engine. According to the manufacturer it’s a “better TV experience that bringing the whole room to life”. Winner of the EISA BEST BUY OLED TV 2017 – 2018 Award. » HALL 22 / STAND 101 Hall 25 - Stand 207 Hall 6.2 - Stand 202 Hall 22 - Stand 101 30
LIVING ROOM LIFESTYLE TV PRODUCT SPOTLIGHT PANASONIC LAUNCHES LARGEST OLED TV Panasonic announced its biggest OLED TV to date at IFA, the 77-inch EZ1000. A product of close collaboration between Panasonic, Hollywood movie makers and Technics audio engineers, the TV’s professional specs promise a high end home cinema experience. "More and more consumers are demanding a true home cinema experience not only with top-of-therange picture quality but also with correspondingly large screens,” says Yasushi Murayama, head of Panasonic’s European TV business. “We are therefore extremely proud to introduce our latest, top-of-the-range 77-inch OLED TV model to the current line-up from this autumn.” Designed to complement Panasonic’s latest 4K Pro Ultra HD OLED TVs, the EZ1000 features next-generation SONY UNLEASHES BRAVIA OLED A1 Sony has announced its new 77-inch BRAVIA OLED A1 4K HDR TV that not only delivers industry leading OLED picture quality and absolute blacks, but enhanced 4K HDR vision thanks to Sony’s 4K HDR Processor X1 Extreme. Allowing users to view a growing library of HDR content, the TVs support HDR10, HLG and Dolby Vision (to be added via a firmware update by the end of the year). Like the 55-inch and 65-inch models, the 77-inch BRAVIA OLED A1 features the world’s first Acoustic Surface technology that makes the screen the speaker, and an edge-to-edge stand-less form factor. With over 8 million selfilluminating pixels, Sony is promising a TV that delivers unprecedented black levels, rich and lifelike colour, dynamic contrast, blur-less image and a wide viewing angle. processing, enhanced LED lighting and the latest LCD panels, meaning the » HALL 20 / Stand 101 company can promise top-line HDR picture quality throughout its entire 4K range. » HALL 5.2 / Stand 101 KEY SELLING POINTS KEY SELLING POINTS 1 Powered by the new state-ofthe-art Studio Colour HCX2 chipset 2 Meets UHD Alliance’s Ultra HD Premium specifications for 2017 3 Equipped with the Technics Dynamic Blade Speaker 1 Includes Sony’s 4K HDR Processor X1 Extreme 2 Features the world first Acoustic Surface technology 3 Powered by Android TV for limitless streamed content OLED AND UHD TVS IN A WIDE RANGE OF DESIGNS LG Electronics’ range of TVs includes the picture-on-wall Signature OLED TV W; the blade-slim B7 and C7 LG OLED TVs; and the picture-on-glass E7 and G7 LG OLED TVs. The company’s SUPER UHD TVs, featuring Nano Cell display technology, offer “incredibly accurate colour reproduction, even at wide viewing angles, so every person sitting around the TV is seeing the most accurate and life-like colors”, according to LG. Both LG OLED and LG Super UHD TVs are able to stream multiple HDR formats, including HDR10, Dolby Vision and the new HLG HDR standard. All 2017 LG TVs feature LG’s webOS 3.5 Smart TV Platform, “making switching between content options simple and fast”. » HALL 18 / Stand 101 KEY SELLING POINTS 1 LG offers OLED TVs in a widerange of designs and sizes 2 Nano Cell display technology offers accurate colour reproduction 3 LG OLED and LG Super UHD TVs are able to stream multiple HDR formats www.ifa-international.org IFA International • Monday 4 st September 2017 31
