Although this year’s average selling prices for TVs are expected to be down for the first time since the flat panel TV transition began, TV manufacturers are developing a wide variety of design elements and performance features to differentiate products and slow price declines.
A key aspect of the development of these new features is the interplay of performance, features, cost and power consumption, according to DisplaySearch. Most features and performance improvements carry cost premiums and increased power consumption, but intelligent design and utilization of new technologies can enable simultaneous improvements. Key examples of this trend are LED backlights and 240Hz frame rate operation in LCD TVs.
DisplaySearch’s research indicates that LED backlighting and 240Hz LCDs will serve as an enabling technology for new feature developments in TVs in 2010, specifically for 3D TVs, an area of intense interest to TV manufacturers. DisplaySearch forecasts that 1.2 million 3D-capable TVs will be shipped in 2010, with growth to 15.6 million sets in 2013.
“The dilemma facing TV set manufacturers is whether to rush in with cheap solutions,” said Paul Gray, Director of TV Electronics Research. “If they skimp on processing and displays, performance will be disappointing and consumers will lose interest. While everyone is looking for a solution for the industry’s mediocre margins, technology alone cannot solve the economics, and it is important to take the time to develop the 3D proposition thoroughly.”
Power consumption is becoming an increasingly important issue in consumer electronics, with energy regulations becoming widespread in all regions—most recently in California. LED backlighting will continue to serve as a critical enabler of reduced power consumption.
DisplaySearch research indicates that there are significant performance differences by region. For example, in standby power consumption, Japanese TVs typically were under 0.3W, while European TVs were typically under 0.5W. However, in North America, even the sets certified by Energy Star consume more power (typically 0.5W-0.6W). “In North America a substantial number of sets were found with standby power consumption levels over 1W,” Gray added. “Other regions show that it is possible to reduce such waste, while saving the consumer money.”
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