Toshiba Intros New Fall TV Line with Advanced Video Processing
“Roll with the Changes” is Toshiba’s theme for the 2008 CEDIA Expo, and VP of Marketing Scott Ramirez drove home that point by coming onstage at the company’s opening day press event with REO Speedwagon’s song of the same name playing. Among the changes Toshiba is rolling with are the trends in TV sales. Ramirez noted that plasma TV sales dipped by 1 percent, while LCD sales rose by 54 percent overall and 97 percent for size 40-inch and above. Toshiba’s increase, he pointed out, was 117.5 percent. “That’s where the growth is in the industry.” He added that 40-inch and above currently represents more than 50 percent in dollar growth.
To capitalize on that growth as well as take advantage of cost competitiveness and new technology advancement, the company elected to make two major line overhauls this year instead of the traditional one. This fall there will be 12 new TVs in 4 lines.
The TVs start with the entry-level 22-inch AV500U model, which Ramirez described as a great DTV transition TV, at $429. Next the AV502 720p resolution series, which replaces the AV500 series introduced in the spring, adds a thinner bezel and high-gloss cabinetry in 26-, 32, and 37-inch models. The RV525 series will be 1080p models and feature 3 HDMI inputs, dynamic backlight, Native Mode and a game mode in 40- and 46-inch sizes. The REGZA RV535 series includes three models 42-, 46- and 52-inches, and includes Toshiba’s new SRT (Super Resolution Technology) video processing. The XV545 REGZA Cinema series will also include SRT and AutoView plus a new “Double Skin” cabinet that features a translucent outer skin over a black bezel.
Toshiba’s SRT uses a proprietary processing system to improve the texture, sharpness and brightness of standard definition signals to make them look near-HD quality. AutoView combines an ambient light sensor with automatic film content detection and intelligent algorithms to adjust the picture according to the signal and environment.