The global LCD TV market has been severely saturated. The average price and gross profit margin of LCD TVs have been declining year by year. LCD TVs have always been difficult to properly resolve the inherent defects in image layering, dynamic image performance, viewing angle, and response time. To further develop the industry, we must find technical breakthroughs in the display industry.
What is the next-generation TV that is most likely to replace LCD TVs? The most popular voice in the global color TV industry is OLED (organic light emitting diode) television. However, for a number of reasons, OLED TVs have been controversial in the market since their inception, and they have also been frequently attacked by color TV companies with different technology display routes.
Recently, in an interview with a Chinese media delegation visiting the OLED panel factory in Paju, South Korea, LG Display OLED Business Minister Lu Xiangde and LG Display Executive Li Tinghan made professional explanations on the three major misunderstandings of OLED TVs.
The first misunderstanding: OLED TVs have a short life and many residual images
The so-called lifetime of the television, that is, the time required for the brightness of the television screen to be reduced to half when viewing ordinary video. Currently, the lifetime of OLED TVs has exceeded 50,000 hours, and the life of LCD TVs is currently 50,000 hours. If users watch 8 hours of OLED TV every day, they can watch normally for 17 years.
Afterimage is a faint trace left on the fixed screen of the TV for a long time, such as the LOGO of the TV station. OLED panels have improved image quality improvement algorithms and improved component characteristics. The problem of afterimages in TVs in the home has been completely resolved, and there will be no ghosting after 10,000 hours of playback.
The second misunderstanding: OLED is darker than LCD
Unlike LCD TVs, OLED TVs do not require a backlight source and each pixel can emit light independently. Based on this, OLED organic televisions can present the purest black, natural colors. In addition, OLED TVs, with their black control, also bring infinite contrast, making them the most suitable display technology for HDR (High Dynamic Range Images).
In fact, the brightness of OLED TVs can display the same image quality even if it is half the brightness of LCD TV screens. In particular, when OLED TVs are presented using HDR technology, they can present the perfect black areas that LCD TVs cannot present. OLED TV's black performance is 2,000 times more than LCD.
The third misunderstanding: OLED yield is low, there is no price competitiveness
In terms of yield, OLED panels are more complex than liquid crystal panel technologies. LCD panels ensure that 80% of the yield is 10 years, while OLED panels have been achieved in only 2 years, and future yields will continue to grow rapidly.
Compared with LCD panels, although there are some technical difficulties in OLED panels need to overcome. However, 55-inch 2K (full HD) resolution OLED panels have exceeded 85% yield, and 4K (ultra-high definition) resolution OLED panels are expected to reach this level by the end of the year.
In terms of “price competitivenessâ€, although OLED TVs are currently more expensive than LCD TVs of the same size, OLED TVs with a simple structure and no backlight source will have a price advantage over LCD TVs when they achieve economies of scale.
OLED continues to be supported by more color TV giants
Lu Xiangde said that although LG Display currently holds the first place in the LCD panel market share, companies must, in the long run, continue to innovate to find new breakthrough points and take precautions. LG Display believes OLED is the next-generation strategic direction and has already begun to focus on OLED business.
In addition to the superiority of LCD in terms of the best picture quality such as color and wide viewing angle, OLED has more potential. Because there is no backlight source, the OLED has a simple structure and can exhibit various designs such as wallpaper, double-sided, curled, transparent, folded, and wearable. Freedom of form allows OLED to have the characteristics of any place, any form, and no border in the DOT (Display of Things) era, and can theoretically attach to the surface of any object. In addition to being a TV, OLED can be used as an electronic photo frame in the home; in hotels and shopping centers, it can be used as a decorative display product. At the same time, OLED can expand the customer's product type. For example, in the past, it was only sold as a TV. In the future, it can be expanded to a TV + decoration product. It is also due to the imaginary form of expression that allows OLEDs to be regarded by many in the industry as the best display solution in the display center era.
At present, in the Chinese market, OLED TVs are being supported by Skyworth, LG, Changhong, Konka and other more and more colorful giants. These TV manufacturers believe that OLED TVs will soon replace LCD TVs and that the middle class has a certain scale. This reflects the market. An important signal of demand. Moreover, with the increase in the supply of upstream OLED panels and the increase in yield, the price of OLED TVs can be further reduced. Therefore, the time for vigorous promotion of OLED TVs has arrived.
Following the release of the hot-selling OLED TV S9300 last year, in April 2016, Skyworth and Warner, Tencent Penguin TV released the new OLED organic TV S9-I. Skyworth's newly developed OLED TV adopts 4-color HDR display technology. 4-color HDR is based on the ordinary HDR, adding HDR algorithm for 4 color 4K screen body, thus beyond the ordinary HDR. By adding the HDR algorithm to the 4 color 4K screen body, the OLED TV screen body can better enhance the contrast and the color reproduction degree when displaying the HDR film source, so as to achieve the unmatched effect of the ordinary HDR technology of the LCD TV.
Although the overall situation of China's color TV market was severe in 2016, the growth rate of the high-end market represented by OLED TVs is still rapid. Ovey Cloud.com expects that China's OLED TV market will reach 200,000 units in 2016, an increase of 4 times year-on-year.
OLED TV has entered the market popularity period in China and even in the world. In the process of transforming the high-end color TV industry in China, the OLED TV's upstream and downstream industrial chain's participation is even more indispensable.
What is the next-generation TV that is most likely to replace LCD TVs? The most popular voice in the global color TV industry is OLED (organic light emitting diode) television. However, for a number of reasons, OLED TVs have been controversial in the market since their inception, and they have also been frequently attacked by color TV companies with different technology display routes.
LG Display Plant in Paju, South Korea
Recently, in an interview with a Chinese media delegation visiting the OLED panel factory in Paju, South Korea, LG Display OLED Business Minister Lu Xiangde and LG Display Executive Li Tinghan made professional explanations on the three major misunderstandings of OLED TVs.
The first misunderstanding: OLED TVs have a short life and many residual images
The so-called lifetime of the television, that is, the time required for the brightness of the television screen to be reduced to half when viewing ordinary video. Currently, the lifetime of OLED TVs has exceeded 50,000 hours, and the life of LCD TVs is currently 50,000 hours. If users watch 8 hours of OLED TV every day, they can watch normally for 17 years.
Afterimage is a faint trace left on the fixed screen of the TV for a long time, such as the LOGO of the TV station. OLED panels have improved image quality improvement algorithms and improved component characteristics. The problem of afterimages in TVs in the home has been completely resolved, and there will be no ghosting after 10,000 hours of playback.
The second misunderstanding: OLED is darker than LCD
Unlike LCD TVs, OLED TVs do not require a backlight source and each pixel can emit light independently. Based on this, OLED organic televisions can present the purest black, natural colors. In addition, OLED TVs, with their black control, also bring infinite contrast, making them the most suitable display technology for HDR (High Dynamic Range Images).
In fact, the brightness of OLED TVs can display the same image quality even if it is half the brightness of LCD TV screens. In particular, when OLED TVs are presented using HDR technology, they can present the perfect black areas that LCD TVs cannot present. OLED TV's black performance is 2,000 times more than LCD.
The third misunderstanding: OLED yield is low, there is no price competitiveness
In terms of yield, OLED panels are more complex than liquid crystal panel technologies. LCD panels ensure that 80% of the yield is 10 years, while OLED panels have been achieved in only 2 years, and future yields will continue to grow rapidly.
Compared with LCD panels, although there are some technical difficulties in OLED panels need to overcome. However, 55-inch 2K (full HD) resolution OLED panels have exceeded 85% yield, and 4K (ultra-high definition) resolution OLED panels are expected to reach this level by the end of the year.
In terms of “price competitivenessâ€, although OLED TVs are currently more expensive than LCD TVs of the same size, OLED TVs with a simple structure and no backlight source will have a price advantage over LCD TVs when they achieve economies of scale.
OLED continues to be supported by more color TV giants
Lu Xiangde said that although LG Display currently holds the first place in the LCD panel market share, companies must, in the long run, continue to innovate to find new breakthrough points and take precautions. LG Display believes OLED is the next-generation strategic direction and has already begun to focus on OLED business.
In addition to the superiority of LCD in terms of the best picture quality such as color and wide viewing angle, OLED has more potential. Because there is no backlight source, the OLED has a simple structure and can exhibit various designs such as wallpaper, double-sided, curled, transparent, folded, and wearable. Freedom of form allows OLED to have the characteristics of any place, any form, and no border in the DOT (Display of Things) era, and can theoretically attach to the surface of any object. In addition to being a TV, OLED can be used as an electronic photo frame in the home; in hotels and shopping centers, it can be used as a decorative display product. At the same time, OLED can expand the customer's product type. For example, in the past, it was only sold as a TV. In the future, it can be expanded to a TV + decoration product. It is also due to the imaginary form of expression that allows OLEDs to be regarded by many in the industry as the best display solution in the display center era.
At present, in the Chinese market, OLED TVs are being supported by Skyworth, LG, Changhong, Konka and other more and more colorful giants. These TV manufacturers believe that OLED TVs will soon replace LCD TVs and that the middle class has a certain scale. This reflects the market. An important signal of demand. Moreover, with the increase in the supply of upstream OLED panels and the increase in yield, the price of OLED TVs can be further reduced. Therefore, the time for vigorous promotion of OLED TVs has arrived.
Following the release of the hot-selling OLED TV S9300 last year, in April 2016, Skyworth and Warner, Tencent Penguin TV released the new OLED organic TV S9-I. Skyworth's newly developed OLED TV adopts 4-color HDR display technology. 4-color HDR is based on the ordinary HDR, adding HDR algorithm for 4 color 4K screen body, thus beyond the ordinary HDR. By adding the HDR algorithm to the 4 color 4K screen body, the OLED TV screen body can better enhance the contrast and the color reproduction degree when displaying the HDR film source, so as to achieve the unmatched effect of the ordinary HDR technology of the LCD TV.
Although the overall situation of China's color TV market was severe in 2016, the growth rate of the high-end market represented by OLED TVs is still rapid. Ovey Cloud.com expects that China's OLED TV market will reach 200,000 units in 2016, an increase of 4 times year-on-year.
OLED TV has entered the market popularity period in China and even in the world. In the process of transforming the high-end color TV industry in China, the OLED TV's upstream and downstream industrial chain's participation is even more indispensable.
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