ooooh! i want it! i want it! a look at consumer displays - 2005 ces pete putman, president roam...

Ooooh! I Want It! I Want It!A Look at Consumer Displays - 2005 CESOoooh! I Want It! I Want It!

A Look at Consumer Displays - 2005 CES

Pete Putman, PresidentRoam Consulting Inc.

Senior Editor, Studio MonthlyContributing Editor, Pro AV

There’s Gold in Them Thar HomesThere’s Gold in Them Thar Homes

• Today’s cutting edge consumer displays often precursors to professional versions, unlike the ‘good old days’

• Examples:– 1920x1080p front LCD - LCOS projectors– 1920x1080p flat panel displays (TFT LCD)– 768p flat panel displays (TFT LCD, plasma)– 720p front LCD-DLP projectors

Brave New World: CES 2005Brave New World: CES 2005

• Manufacturers pushing “larger, brighter, cheaper”• Aggressive pricing moves by Chinese, Koreans

continue to lower margins• Larger sizes for TFT LCD TVs and monitors• Bigger plasma is mainstream product• Yet another flat panel technology is demonstrated• LCD imaging technology fires back at DLP

Flat Panels Duke It Out: The Plasma Perspective

Flat Panels Duke It Out: The Plasma Perspective

• Matsushita ramps up production and new PDP fab, is #1 WW for plasma sales

• Koreans (Samsung, LG), Chinese (CMO, CPT) bombard market with product

• Sony hints it will exit PDP business, possibly as early as 2nd quarter 2005 (12-21-04)

• Fujitsu cries “uncle!”, reportedly wants to exit PDP business, sell investments and patents to Hitachi (1-21-05)

• NEC already got out, sold its PDP fabs and IP to Pioneer (Jan. 2004)

Flat Panels Duke It Out: The LCD Perspective

Flat Panels Duke It Out: The LCD Perspective

• Sharp launched world’s largest 6th gen fab in 2004– Typical Gen 6 motherglass is 1500 x 1800mm , 70” x 59”– Gen 6 glass can yield (6) 37-inch or (12) 26-inch panels

• Samsung, Sony (S-LCD) to launch Gen 7 fab in 2006 (1870 x 2200mm) for 32-inch and 40-inch panels

• LG starts Gen 6 fab (Kumi) in September 2004• Hitachi, Matsushita, Toshiba joint venture for Gen 6

fab (3rd quarter 2006) for 26-inch to 32-inch screens (“sweet spot”), also 37-inch panels in near future

Flat Panels Duke It Out: The Consumer Perspective

Flat Panels Duke It Out: The Consumer Perspective

• Consumers want flat panel TVs, but are largely agnostic when it comes to technology (LCD, plasma, whatever....)

• Pacific Media Associates study of 1200 potential buyers (12/04) shows price is biggest ‘negative’ with flat panels, followed by concerns about panel reliability (burn-in, life of LCD backlights)

• Do lower prices make these concerns go away?• Can MD RPTV hold on and expand? (Customers like

lower RPTV prices, but not happy with size and form factor)

Flat Panels at CES 2005Flat Panels at CES 2005

LCD Gets Bigger And Bigger!

LCD TVs At CESLCD TVs At CES

• LCD manufacturing is expanding and maturing• “Sweet spot” is from 26 inches to 42 inches for the

home• LCD can provide true HD resolution in all sizes

– 1280x768 pixels through 42-inch sizes– 1920x1080 pixels > 42 inches

• Issues with fast motion, color accuracy• Lighter than plasma (same size), lower power

consumption• Higher materials cost vs. plasma


• Sample LCD TV Prices– 32-inch with NTSC

tuners (no digital): $1,995

– 42-inch with ATSC and NTSC tuners: $2,495

– 46-inch with ATSC and NTSC tuners: $9,999

• Hey! Where’s all the CableCARD stuff?

BenQ DV4680 46-inch LCD TV


• LG 55LP1D 55-inch LCD TV– 1920x1080 resolution– Uses Super In-Plane

Switching (SIPS) LC process– Gen 6 fabrication– Good color saturation, wide

viewing angles– MSRP: TBA (in other words,

wait to see what Samsung will cost)


• Samsung LNR-570D 57-inch LCD TV– 1920x1080 resolution– Uses Patterned Vertical

Alignment (PVA) LC process

– Gen 6 fabrication– Good color saturation,

wide viewing angles– MSRP: $15,995 (Where’d

that 54-inch go???)


• Sharp 65-inch Aquos LCD– 1920x1080 resolution– Uses Advanced Super

View and QuickShot processes

– Gen 6 fabrication– Good color saturation,

wide viewing angles– No price yet (more of a

prototype, best guess about $20K to start)

2005 LCD Performance Benchmarks

2005 LCD Performance Benchmarks

• A review 45-inch LCD TV delivered from 156 to 284 nits (45.6 to 83 foot-Lamberts) with ANSI (average) contrast measured at 147:1 and peak contrast at 170:1

• Typical black level = 1.7 nits (8 x CRT)• Adjustable backlights help with lower black levels

and better contrast numbers• Predicted life of backlight: 60,000 hours @ 200 nits

(not in full power mode, though)

LCD Color AccuracyLCD Color Accuracy

• A better mousetrap - LED backlights?• Samsung (LNR460D) 46-inch LCD TV• Sony (Qualia 005) 46-inch LCD TV• Both use LumiLEDs RGB LED stripes for color

– Line array is 26 red, 26 green, 13 blue– 65 diodes by 7 rows = 455 total LED ‘elements’– Brightness spec tentatively set at 450 nits– LED life estimated between 50,000 - 100,000 hours

LCD TVs With LumiLEDsLCD TVs With LumiLEDs

Closeup of LED Array Claimed LED Color Gamut

LCD TVs With LumiLEDsLCD TVs With LumiLEDs

Sony Qualia 005 ($12,999) Samsung LNR460D ($12,999)


Plasma: You Want Bigger? Fuggedaboutit!

Plasma TVs At CESPlasma TVs At CES

• Plasma is gunning for CRTs• “Sweet spot” is also from 26 inches to 42 inches • Plasma in true HD resolutions only above 42 inches• Changing gas mixtures promises longer panel life• Materials cost for plasma fabs lower than LCD (about

1/3)• Numerous Japanese, Korean, and Chinese companies

now manufacturing or marketing plasma in all sizes• Result is lots of “who’s that?” brands

Plasma TVs At CESPlasma TVs At CES

• Sample Plasma TV Prices– 42-inch HD with ATSC and

NTSC tuners: $2,495– 46-inch HD with ATSC and

NTSC tuners: $4,499– 50-inch with ATSC and

NTSC tuners: $5,199

• Many models equipped with CableCARD

Moxell ProView MH-463HU Plasma TV

Plasma TVs at CESPlasma TVs at CES

• Panasonic TH-65HD7UY 65-inch plasma TV– 1366x768 resolution– Uses deep cell structure

(MACH design)– Excellent color

saturation, wide viewing angles

– MSRP: $15,995


• LG MW-71PY10 71-inch plasma TV– 1920x1080 resolution– Uses XD cell structure– Excellent color

saturation, wide viewing angle

– Shown at CES 2004, now shipping

– MSRP: about $70,000 (for now)


• Samsung HP-R8082 80-inch plasma TV– 1920x1080 resolution– Uses deep cell structure

(blade technology)– Excellent color


– MSRP is TBD, but $40 - $50K expected

– Fujitsu also OEMs it


• Samsung Z-102 102-inch plasma TV– 1920x1080 resolution– Uses deep cell structure

(blade technology)– Excellent color


– Concept display, estimated price about $100K

2005 Plasma Performance Benchmarks

2005 Plasma Performance Benchmarks

• A review 42-inch plasma TV delivered from 72 to 299 nits (21 to 87.4 foot-Lamberts) with ANSI (average) contrast measured at 596:1 and peak contrast at 772:1

• Typical black level = .21 nits (same as CRT)• Deep cell structure, improved filters both enhance

contrast• Predicted life of backlight: 60,000 hours @ 80 nits (not

in full power mode, though)• Burn-in still a concern, pic orbiting and low power

modes are standard menu selections now


SED: Room For One More?

SED Technology ExplainedSED Technology Explained

• SED = Surface-conduction Electron-emitter Display• Uses high anode voltage, phosphors like CRT• Emitter ‘scans’ from electrodes using low voltages• Display is very thin, uses about 30% less power than PDP

– Color gamut exceeds SMPTE ‘C’ phosphors– Peak brightness specification - 300 nits (87.7 ft-L)– Contrast ratio specification (dark room) - 10,000:1– Wide viewing angle, fast response time (no smear)

• Developed by Canon, marketed with Toshiba - 50-inch?

SED Technology ExplainedSED Technology Explained

36-inch SED TV (1280x768)

Not Quite Dead YetNot Quite Dead Yet

LCD Projector Manufacturers Finally Get Their Act Together

3LCD Pavilion at CES3LCD Pavilion at CES

• 3LCD Industry Initiative• Partnership between Sony,

Panasonic, Hitachi, Sanyo, Epson, and Fujitsu

• Demonstrated 1080p and 720p front and rear projection products

• 1.25” Epson 1920x1080 HTPS LCD panels shown, .9” version coming in 2005

1080p HTPS LCD Displays1080p HTPS LCD Displays

Fujitsu LPF-D711W LCD Projector

Epson 1080p LivingStation RPTV

Ooooh! I Want It! I Want It!A Look at Consumer Displays - 2005 CESOoooh! I Want It! I Want It!

A Look at Consumer Displays - 2005 CES

Pete Putman, PresidentRoam Consulting Inc.

Senior Editor, Studio MonthlyContributing Editor, Pro AV

ooooh! i want it! i want it! a look at consumer displays - 2005 ces pete putman, president roam...

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