UHD TV
James adds: “It is so important for people to see the product for themselves, because we can obviously tell people how crisp the picture is and how much more vibrant the colours are, but when you see it for yourself it makes all the difference. Showing a comparison between UHD and conventional TVs can also help to highlight the step up in display quality.” Mike notes that having staff who are well trained on the product benefits and can demonstrate features effectively makes a significant difference. “Installers can maximise opportunities by communicating and demoing key TV technologies effectively so consumers can see the benefits for themselves,” he explains. “It is essential to have well trained staff who can communicate messages effectively. Demonstration is key because it gives consumers a chance to see how products sound and feel.
More and more
consumers are seeking subtle, sleek TV designs to blend technology into their living spaces
“We ensure retailers are equipped with eye-
catching in-store POS displays to effectively demonstrate product benefits and to explain how the product enhances their listening experience. Promotional activity is also important as it brings consumers into stores to try our products, which, in turn, drives sales.” Retailers should be optimistic that consumer awareness of the latest technology will continue to grow, as will the availability of high quality content. “The future is very positive,” notes Arun.
“Aided by the FIFA World Cup, 2018 has seen demand for bigger screens continue to grow, with 55in establishing itself as the preferred size for many now. The noise around premium screen technologies such as OLED will only become louder and, as the technology’s price becomes increasingly more affordable, we expect to see it become the screen of choice for more consumers." He adds: “Thanks to a wider choice of on- demand providers and binge-worthy shows, TV looks to continue its long tradition as the living room’s focal point. Consumers want to bring out the best in these shows with supporting features such as HDR, ultra-wide colour gamuts, local dimming zones and improved built-in audio as key differentiators for what’s on offer from manufacturers.” James comments: “The technology emerging
on to the market is constantly evolving and improving, to bring consumers greater choice and higher quality products. This growth is likely to keep accelerating at an increasing pace, to maintain customers’ high expectations.”
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UHD TVs are becoming increasingly affordable, with more brands introducing the supporting technologies at price points that will attract a broader range of consumers
Picture perfect
SES Video vice president for new technology and standards media platforms Thomas Wrede explains that UHD content is increasingly available as signal distribution grows
W
hile consumer awareness of UHD displays has grown and sales continue to increase, a key part of the picture is the availability of UHD content.
SES Video vice president for new technology and standards media platforms Thomas
Wrede comments: “All UHD flat panel TV sets sold in Europe – except computer monitors - have an integrated satellite receiver. “Depending on the specific regional market, a few UHD programmes can be
received free-to-air; for example, Fashion 4K, Pearl TV and some demo channels. In the UK and other markets (including France and Germany) consumers need a subscription, such as Sky, Canal+, HD+, and a set top box to receive additional UHD programmes via satellite.” Streaming services have provided some consumers access to UHD content, but do
require a reliable, and fast, internet connection. “Modern UHD flat screen TVs can also receive UHD programmes via the internet,
from Netflix, Amazon Video or other providers who offer a selection of UHD content,” Thomas explains. “Consumers need a good quality internet connection (better than 15 Mbit/s). Satellite reception always offers the better quality and availability, with no drop outs or buffering.” He adds: “The number of linear UHD channels is steadily increasing. SES already
carries over 40 programmes in UHD quality world-wide. “In the future, we can expect to see the integration of satellite linear programmes with internet delivered (OTT) content in a steadily improving overall picture quality and consumer experience.”
December 2018 / January 2019
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