Smart TVs have always been technology-led industries, and various tricks emerged. As far back as "In addition to advances in screen technology, smart TVs have to improve the product form," the author mentioned that from the perspective of CES, the Samsung Forum, and AWE, the smart TV industry in 2016 is moving toward screen technology. , product form, software ecology and other aspects in-depth progress.
At the screen technology level, HDR, quantum dots, OLED, 8K and other technologies are some of the hottest breakthroughs today. Judging from the current market situation in the first few months of 2016, HDR emerged among these technologies and became the first “black technology†to be promoted and accepted by the market.
According to reports, HDR TV market sales in 2016 will reach 1.5 million units. Although the sales volume of 1.5 million units does not seem to be large, it does illustrate one problem - this technology is becoming mature and widely used by participants in the market. After 2016, HDR technology may become the standard for high-end televisions.
The icing on the cake?
When it comes to HDR technology, many people will think of the HDR button in their mobile camera. HDR will always be turned on automatically at night or in dim light, and the filming time will be lengthened.
In fact, the so-called HDR, is the abbreviation of English High-DynamicRange, meaning "high dynamic range", is one of the rendering methods in computer graphics. HDR will make the three-dimensional scene more realistic, and greatly increase the three-dimensional virtual reality, is a model for taking pictures.
For many mobile phone users, HDR is actually a dispensable thing. It will stretch for a long time and many times it will be unpleasant. However, for LCD TV users, this may not be the case.
The principle of HDR technology on TV is basically similar to that of HDR technology on mobile phone cameras. The HDR technology enhances the picture quality by enhancing the contrast between bright and dark areas of the screen. HDR TVs can display more colors than high-end 4K TVs. HDR will make the picture contrast very good, which is the so-called red more red, green more green, blue more blue.
Smart TVs under this technical condition will have a better look and feel and more colorful color performance. In this way, the human eye can also get better sensory stimulation.
It can be said that the HDR technology on TV is not an evolutionary progress, but it is an important part of the quantitative process. For manufacturers, it is a touchstone to test whether they are willing to invest costs in improving user experience.
What is the status of the market?
In 2015, Internet companies such as Samsung, Sony, LG, Philips, Panasonic and other upstream companies, domestic millet, and LeTV, were all launching or preparing to launch HDR TVs. The technical standard of HDR gradually matures and the market is ushering in full competition.
At AWE2016, Wang Chuan, the head of Xiaomi TV, once said in an interview with the media that the major hot spot of this year's color TV industry is HDR. Xiaomi TV may make some efforts in HDR this year. And a week ago, LeTV combined TCL to launch HDR curved 4K TV.
When Internet companies such as Xiaomi and Leshi are following up on a certain television technology, it is easy to explain two problems. The first is that this technology has become mature and stable and can be used on a large scale; secondly, this The technology is about to become the focus of each competition in the coming period and will soon become the main battlefield of the market.
Not only that, according to the “HDR TV Market Development Report†published by the Consumer Electronics Survey Office of the China Electronics Chamber of Commerce, it shows that: Currently, Samsung, Changhong, TCL, Hisense, Skyworth and more than 8 brands, 34 series, and more than 50 HDR TVs The product is on sale.
In order to regulate the market, China Electronic Chamber of Commerce and China Electronics Standardization Institute also issued "HDR display technology certification specification", and issued the "HDR certification mark" for the first batch of certified products. In this case, Samsung SUHD TV even hit HDR brightness ceiling even with HDR 1000, and participated in the HDR market competition with all in. Its 7 TVs supporting HDR technology standards far exceed industry standards.
In fact, in the current market, everybody has realized that HDR technology will become the mainstream. In the competition between HDR technology and OLED technology, from the perspective of the industrial chain, it currently occupies certain advantages and advantages. According to Wang Chuan, the person in charge of Xiaomi TV, at AWE 2016, OLED is mainly produced by an LG company, and its production capacity is very small. At present, their production capacity can only meet the needs of their own brand and international brand TV... It must be able to mass-produce millet before they can do OLED TV.
The advantage of HDR is that it has become the consensus of mainstream TV manufacturers. In this market environment, the industry is actually gradually regulating. According to market research and research firm IHS, it is predicted that HDD TV shipments will increase significantly in the future, with an estimated 2.9 million units in 2016 and 32.60 million units in 2019. The HDR standard television will achieve explosive growth over the next few years.
Content will become the biggest problem?
Although a series of market rumors indicate that HDR technology is about to detonate the television industry, there are still industry analysts worrying that HDR TV will become a tasteless resource like 4K due to lack of resources.
For HDR technology, this technology is not an isolated display device but a "package" solution that runs upstream and downstream. For this package solution, really landing on the TV to see the HDR level of the picture requires the upstream content manufacturers to invest resources to produce HDR compliant video, and also need to be lossless in the transmission and decoding of the chip source on the hardware level. The display effect.
Now hardware manufacturers are implementing HDR technology, and the real core issue is still at this level of content.
The good news is that HDR technology has not only precipitated in the terminal, but also has made great progress on the content side. According to current market conditions, HDR technology has formed a complete industrial chain of shooting, production, and display.
It is understood that Hollywood and other content production companies such as the US Netflix and Warner Bros. have promised that their content will support HDR. The "Machine Ji", which won the Academy Award for Best Vision, was shot with HDR effects 4K and 8K cameras.
In China, HDR technology has also been adopted for the live recording of the Spring Festival Gala of Beijing Satellite TV this year. Some of the television dramas such as "Yueyue Biography" and "Prince of the Prince" have also been used to support HDR professional video cameras.
In this content-manufacturing environment, 4K HDR is not only a matter of staying on paper, but is a mainstream technology that has already emerged.
Although, content is a key breakthrough for HDR technology. However, with regard to the rhythm of the current content manufacturing cycle, content may not be the bottleneck for stuck HDR technology.
It is noteworthy that currently Samsung, Changhong, TCL, Hisense, Skyworth, Xiaomi, LeTV and a series of TV manufacturers are pushing or following up on HDR technology. The hardware level initiative will also accelerate the promotion of HDR adoption on the content level. .
How can I play the trick?
With so many manufacturers following up on this technology, how can we play with tricks? This has become the biggest doubt in this homogeneous market.
Want to play with HDR technology, in fact, really need to grasp is the ability to integrate the entire industry chain. As mentioned in the previous article, HDR technology is not a simple image display technology, but it runs through the upstream and downstream "package" solutions. Behind HDR, it tests the manufacturers for the entire industry chain, and even includes content manufacturing. End of integration capabilities.
At present, looking at the entire market, only Japanese and Korean companies have made breakthroughs in the integration of the industry chain. Samsung-based Korean manufacturers have a strong level of hardware manufacturing. They have strong decoding capabilities when dealing with streaming media and can handle HDRs with ease. At the content level, the promotion of content is also being promoted through enhanced communication with partners. The Japanese companies represented by Sony are more inclined to create SDR upgrade technology by upgrading the content of the screen. They will increase the average SDR content to the effect of HDR and make up for the relatively small number of current sources.
In any case, among the competitions in HDR technology, only those companies with core competitiveness can really play tricks. HDR technology actually seems to be only a single TV picture quality technology, but in the current market competition, it highlights the advantages of an international giant like Samsung. The international giants are using their technology sticks and are influencing the rhythm of product iterations of domestic TV makers.
For domestic TV makers, following the rhythm of international manufacturers is important, and when they can establish their own right to speak is actually an important issue.
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