UHD TV
‘The relationship between technology and content is vital’
UHD TV continues to present a major retail opportunity in the CE sector, with technology offering the finest possible home viewing experience to an increasingly-aware consumer base
U
ltra High Definition (UHD) displays have been the key driver in the TV market in recent months, with
the resolution accounting for an ever larger proportion of the market, especially within larger screen sizes. “4K is now the market standard, with the
majority of screens over 43in now supporting UHD functionality,” explains Hisense UK head of marketing Arun Bhatoye. “There’s a wider trend within tech for
quality, the rise of premium soundbars and headphones is also symptomatic of the increased consumer interest in feature-rich products. 4K is the first tick on the list for consumers now, they recognise the tag and most customers will be looking to take home a 4K panel at the very least, never mind further additional features such as HDR and built-in soundbars.” LG UK home entertainment product manager James Thomas adds: “Sales for UHD TVs, or 4K as it is also known, have largely increased over the past few years due to the impressive picture quality and viewing experience they afford. Being at the centre of business, technology is the most important concept to deliver a quality audio and viewing experience and it needs to be able to cater to everyday consumer habits. “For example, our Smart TVs are becoming
more and more standard in consumers’ homes, as well as having a world of content available at our fingertips, made easier through our intuitive user interface. The relationship between technology and content is vital to keep consumers engaged and to enhance their consumer experience. Technology also needs to be immersive and this is brought to life with the OLED and Super UHD TVs, which offer incredible viewing from any angle, allowing everyone to enjoy the magnificent picture no matter where they sit.” Sony UK and Ireland TV marketing
manager Mike Somerset believes new technologies are helping to raise the bar for the home viewing experience. “The UHD TV market is performing well, as consumers are seeking the ultimate home entertainment experience and are interested in
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new technology such as OLED, 4K and HDR,” he explains. “Our new cutting-edge Master Series AF9 OLED and ZF9 LCD televisions mark a significant milestone in bringing the very best picture quality home by faithfully conveying the creators’ intent allowing consumers to enjoy a cinema experience at home.” James adds: “With more 4K content becoming available to watch, UHD TVs are becoming more and more popular due to the incredible enhanced viewing experience and picture quality that 4K can offer.” Arun agrees: “Simply put, the significant
factors are content and cost. The increase in UHD broadcasts is key; BT Sport and Sky Sports have shown their capabilities and BBC trials over the FIFA World Cup looks to bring UHD to the mainstream. More consumers than ever before now have a UHD TV in their homes thanks to the technology becoming more affordable year-on-year. When the content is more widely accessible, easily and cheaply,
there will be no holding back the technology’s spread into every home. “Once the content is there, there will be
a stronger demand for bigger and better UHD tech across the market, coupled with lowering prices. We’re going to see UHD become the norm, much like Full HD around ten years ago.”
‘A true cinematic experience’ The technology to support the home viewing experience has continued to march on apace in the past couple of years, and while ‘4K’ is now a recognised term for many consumers, it is still important to explain the other elements which contribute to the best possible picture quality on a new TV. Arun comments: “4K is widespread; UHD’s
supporting features, for example High Dynamic Range (HDR), are less widespread. These are the features which really make for the incredible picture we’re all looking for.
Design is a key factor for many consumers, with models such as Sony’s AF9 providing a focal point in the living room
December 2018 / January 2019
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