Buyers’ Guide – TVs

THE GLOBAL TV MARKET

Market analysts GfK expect an increase of 6% in the global TV market in 2018, up to 236 million units, one of the highest growth rates in recent years. Sales of ultra HD TVs are growing continuously. For 2018, GfK forecasts nearly 100-million UHD TV sets sold. This means a turnover close to US$80 billion and a growth of 38% in units, or 35% in value. This growth is far bigger than the year before. More than 40% of all TVs sold in 2018 will be Ultra HD TV sets. UHD TV sets are very popular in the Asia-Pacific region, where about 46% of UHD TV sets were sold, followed by North America with 21% and Europe with 20%. The World Cup will of course be a big driver for 4K TV. 45 million UHD TVs are expected to be sold in APAC in 2018 (+31% growth y/y).

STATE OF PLAY

The consumer TV market is still dominated by traditional LCD TVs with LED illumination, but displays using self-emissive OLED technology are increasingly common, especially in at sizes 55-inch and above. Good news for consumers is that as the number of OLED-supporting brands is growing, so is the choice of sets available, with competing styles, processing skills and smart talents. At the same time, developments in panel design and LED backlighting mean LCD is up to the challenge.

INNOVATIONS TO LOOK FOR AT CE CHINA

HYBRID LOG-GAMMA

This HDR (high dynamic range) format has been approved by the Digital Video Broadcasting steering group, paving the way for a future of over-the-air HDR broadcasts. A benefit of Hybrid Log-Gamma (also known as HLG) is its backwardscompatibility with non-HDR TVs, and its potential for live broadcasts, particularly sports. While many manufacturers have been able to add HLG support to previous TV ranges through firmware updates, this year such functionality will be present out-of-the-box.menu suggestions via smartphone technology.

HIDDEN AUDIO

Sound quality remains a key factor for TV buyers, as does design, so manufacturers are seeking to boost the former without affecting the latter. One solution, seen in Sony’s A1 Bravia TVs, is using the panel as a speaker itself and hiding a bass driver in the stand. Meanwhile, TVs from LG and Panasonic feature external sound-bars for improved sonic performance. 3D sound format Dolby Atmos, now adopted by TV and games industries as well as Hollywood, provides even greater scope for manufacturers to push the sound envelope.

THE BIGGER THE BETTER

Screen sizes have grown larger to make use of the sharper, clearer pictures of 4K content, with flagship 42-inch TVs of ten years ago looking insignificant compared to today’s mega-screens. This growth trend shows no sign of slowing down. 65-inch has become the sweet spot not only for premium ranges but more affordable ‘step-down’ lines too. Look out for vision-filling sets as large as 88in, such as Samsung’s Q9 QLED model.

INNOVATING @ CE CHINA

QLED TV FROM SQY – SUPER QUALITY FOR YOU
Chinese brand SQY (Shenzhen Qiyue Optronics) is a company integrating design, research and development, production and sales. They’re showcasing a premium series QLED TV at CE China this year.

KEY SELLING POINTS
• Slim design: Very sim TV body, as well as super narrow bezel design
• Audio: a high-end audio system is included with excellent speakers
• QLED quality: 180° viewing angle thanks to new QLED technology

» STAND 9B62

EXPRESS LUCK – BE SMART – ODM FROM SHENZHEN
Express LUCK, located in Shenzhen, is one of China’s top 10 consumer and business display manufacturers, integrating sales & marketing, R&D and manufacturing to provide fast and efficient ODM services.

KEY SELLING POINTS
• Up to Date: TVs include Android 7.0/7.1 Nougat
• Fancy and friendly UI: Front page includes “what’s new”, featured apps on the app store, and preinstalled apps.
• Fun: Gameloft Asphalt Nitro is pre-installed free of charge

» STAND 9B81

THE FUTURE

As HDR content from disc, streaming, gaming or broadcast TV becomes more widespread, TVs are set to get brighter, in conjunction with wider colour technologies, to deliver optimum picture quality. And, while 4K is here to stay, 8K resolution displays at screen sizes 65-inch and above are destined to hit the market as we build towards the 2020 Olympics, already earmarked for 8K broadcasting in its host country, Japan.