UHD TV
Consumer awareness of 4K resolution has grown, but complementary technologies such as HDR, wide colour gamut or OLED panels may require further demonstration and explanation
“Hisense’s ULED technology takes 4K as just one constituting part of a wider experience, incorporating HDR, wide-colour-gamut, local dimming and powerful motion technology to offer the full experience. Consumers will start to recognise these features’ names and terminology much more in the coming years and will adopt this technology before 8K takes off.” He adds: “OLED will continue to be a
contributing factor to the premium market as it currently only makes up a minority of the TV market but is growing fast. Sales are doubling year on year by volume, meaning OLED is becoming a technology that more brands are going to focus on.” James agrees that OLED is a compelling
story which is set to continue its growth. “OLED technology is starting to become
more widely recognised and bought by consumers,” he says. “With this in mind, LG is constantly working on improving the OLED experience by creating an astonishing picture quality from the self-emitting pixels. “With OLED TV shipments in the market
expected to double in 2018 and reach over nine million units by 2022, LG will continue to increase the OLED share in its premium TV portfolio and drive large scale consumer adoption of OLED TVs. While the 8K TV market is still in its infancy, it is expected to grow to more than five million units by 2022 and LG is committed to leading the ultra-premium market with its 8K OLED TV technology.” The steps forward in technology mean consumers are enjoying home viewing experiences to a new standard.
December 2018 / January 2019 James explains: “UHD technology affords
viewers a sharper picture with greater clarity for a true cinematic experience. The increased details in both bright and dark areas of a picture – thanks to ground- breaking HDR technology - help to make the viewing experience more immersive and, by definition, more cinematic.”
The relationship
between technology and content is vital to keep consumers engaged and to enhance their consumer experience
Arun adds: “The 4K found on UHD TVs is only marginally lower resolution than cinema projectors. If you take a step back and consider how revolutionary 1080p was ten years ago, it is incredible to consider the quality that consumers now have at their disposal. Consider, also, that TV generally is now made to a much higher production value, meaning people no longer have to leave their home to watch blockbuster films to experience incredible crisp and punchy content.” With screen sizes continuing to increase, it is no surprise that design is an important part of the package too.
“Sony is renowned for producing products that combine the latest advances in technology but with cutting edge design,” explains Mike. “We want our consumers to have the best possible experience and immerse themselves fully with our products. “In terms of current trends, consumers want easy-to-use products that deliver a great experience. Design is also important as it’s a way of differentiating from the competition but also creating an identity. More and more consumers are seeking subtle, sleek TV designs to blend technology into their living spaces, which is exactly what the elegant AF9 displays with its sleek, minimalist design.”
‘Demonstration is key’ As with any display technology, communicating the benefits is often a case of ‘seeing is believing’. “Retailers and brands have worked hard
to educate consumers about 4K, what it is and why it’s worth upgrading their sets,” comments Arun. “3D might have rocked consumer confidence in the latest features but that doesn’t seem to have had too much of an impact and many consumers now recognise and value 4K. “Now, the task is for a similar learning process
to happen for 4K’s supporting features. We have to convince and educate consumers that HDR, motion blur technology and a wide-colour gamut are all just as essential to their experience, whether that be up-selling or convincing them to upgrade their tech in the first place.”
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