4K UHD TV Makers Must Avoid Mistakes Made With 3D
If TV manufacturers want to successfully usher 4K Ultra HD TVs into the mainstream, they must avoid the same mistakes they made when introducing 3D TVs.
"The industry runs the same risk with 4K if it offers little more than the numbers marketing it used with 3D," said Paul Gray, DisplaySearch's director of TV electronics and Europe TV research, during his presentation on "The Global TV Business: New Challenges and Opportunities" at the recent IFA Global Press Conference in Sardinia. "Consumers will turn away from it."
Some mistakes made during the launch of 3D TV include the substandard quality of upconverted content; the lack of compelling content; poor product demonstration and presentation at retail; and a general overpromise and under-delivery of the 3D TV consumer experience.
As 4K UHD TV vendors got to market, they must make sure the sets deliver the additional bits per pixel and higher frame rates needed to produce an exceptional experience, Gray said.
Competition among vendors will also increase thanks to a handful of Chinese manufacturers that are producing 4K UHD sets with the same features and equal quality of their domestic competitors, Gray said.
DisplaySearch expects less than one million 4K UHD TVs to ship this year. Things should pick up next year, with expected shipments of about 1.3 million 50- to 54-inch sets, about 1.7 million 55- to 59-inch sets, and about one million 60-plus-inch sets. The overall number of 4K UHD sets will grow by about three million units overall, to a little under seven million units, in 2014. The number of shipments should hit about 10 million in 2016, including about 100,000 60-plus-inch OLED sets.
"We believe OLED will get there eventually," Gray said. "If you're playing at the top-end of the market, it's worth paying attention to. But if you're playing in the mainstream, it will take a very, very long time."