TV experts jointly interpret the future of 4K TV

On July 25, in the "2013 China's second quarter of the economic operation of the electronic information industry and color TV industry research conference," various experts conducted an in-depth discussion on the latest hot spot 4K ultra-high-definition color TV industry.

· 4K Ultra HD needs to accept the consumer's experience

Dr. Mei Jianping, senior engineer of CCTV's Technical Management Center, stated that no country in the world today, including TV giants such as the United States and Japan, has achieved a high standard of advancement today. They dare not say that they all become a certain time. HD channels. Facing the sudden rise of 4K TV this year, and summing up and reviewing the way we used to go, I think we need to calmly think about the next direction of television development from multiple perspectives. What will happen to it and what will we bring to consumers? s things. Because you 忽悠 consumers will have to pay the price sooner or later, even if our products are prosperous at one time, our programs can make a sensation, after all, they have to withstand the test of consumers.

We look back at the history of the development of broadcasting and television. It is probably three generations today. The first generation is a black and white TV. We see video. The second generation is a color television, we see the color. The third generation was the development of high-definition television in the past ten years. It should be said that these three generations and each generation have indeed given shock and leaps to the masses of consumers in terms of visual technology and visual experience. This is undoubtedly true.

· Praise the three standards of Ultra HDTV

Jin Jing, deputy general manager of Sichuan Changhong Global Operation Control Center, also put forward three standards for ultra-high definition television. First of all, it must have excellent picture quality. It is also in line with the current demands for returning television quality. The hardware behind the outstanding picture quality is Pivotal. In addition, we also have strong technical support and support systems, such as chip processing technology, backlight technology, response speed processing technology, and technical support in color.

The second aspect is the on-site experience. When it comes to on-the-spot experience, it is inseparable from three things. One is the experience of viewing. That is the technical support of watching movies. Followed by audio technology, and finally there is a Blu-ray subtitle recognition technology, must have a good interaction as a supplement, this can not be separated from the audio and video and good interaction, so that audio and video stand-up and TV communication bridge. We have the technology and operating system for multi-screen collaboration in voice browsers, and we must also have a good upgrade. This is the standard that we advocate and is our demand for smart, ultra high-definition television.

·What are the challenges faced by Ultra HDTV?

As a high-speed development of new things, ultra high-definition television is bound to face many challenges in the early stages of development. Such a challenge is viewed from four perspectives.

The first is from the source of the film, our terminal solves the problem of display hardware, but leaving the support of the film source will also affect the majority of consumers of product use and awareness. The film source problem also has good news. At present, some countries have layouts and plans. For example, Japan and Europe have already opened television channels.

The second is from the supply side and is currently subject to a gradual climb in the yield rate. This will quickly improve with the support of technology.

The third is the operation, 4K TV we see ultra-high-definition mainly on the big screen advantage is more obvious. The large-screen televisions are like the 65-inch, 75-inch, and 85-inch mega-size models. They account for a relatively small amount in the original operating system. Now they have to enter the homes of ordinary people. There are many problems to be solved within the company's operations. For example, production, logistics, and after-sales services need to be adjusted accordingly.

The last one is the cost issue. The cost issue is closely related to the technical and supply aspects that I just mentioned. Once the technical problems are solved, the yield rate can be improved and the supply volume can be raised, and then it can be reduced to the level acceptable to the users. We think behind us, because now the entire industry has entered a period of stable growth from the original high-speed growth, and the introduction of new technologies is very significant in stimulating the demand of the market and guiding consumption.

· How to launch an ultra high definition experience?

Wang Youfeng, general manager of Shenzhen Skyworth-RGB Electronics Co., Ltd. Beijing Branch, said that at present, it is mainly through joint efforts with some photography associations to establish cooperative relations with more professional consumers and to do some photography exchanges. For example, we do some photo contests, including photography 4K conferences, and we also do some professional training in photography.

In addition, we are also presenting some 4K product demonstrations in some auto shows, including some high-end groups, including the design of some works, mainly for the presentation of products based on the needs of ultra high-definition high-end professionals and professionals.

We mainly carry out consumer experience through three links, mainly transmission, decoding and display. The transmission is mainly supported by ultra high definition HDMI cable to support ultra high definition, decoding through Ultra HD engine, and at the same time 2K to 4K to solve the film source problem. It is a screen and video showing Ultra HD.

·Value output of Ultra HDTV

For the value input of ultra high-definition televisions, Wang always thinks there are several points: one is the 3 million to 8 million pixels that ordinary digital cameras and mobile phones shoot, and they are displayed on ordinary high-definition televisions. At the same time, some ultra-high-definition videos taken by professional scientific research, hospitals, and aerospace equipment can only be achieved using expensive and professional equipment.

At present, the most prominent three value bodies are three points, and the same distance has a larger size. We use the difference between 4K and 2K, and the same distance is larger. Nowadays, ultra-high-definition TVs are based on the current international claim that HD is a 3D channel, Ultra HD is a 1.5D channel, Ultra HD needs to be doubled, which means that now We are two meters in size. We can see 80 inches. In the past, it was 4 meters in size to see 80 inches. This is our value.

·Promoting 4K requires three major efforts

Guo Jie, general manager of TCL Group Co., Ltd. Beijing Branch, believes that the current efforts to promote 4K need to do the following:

First, to promote the standardization of the industry, some leaders have just raised it. There is no real standard international standard for 4K TV. To promote industry standardization and guide the development of industrial health norms, industry standards are of utmost importance. At present, in the 4K TV field, we have a basic standard in China, which is the 4K ultra-high definition television purchase standard. This was formulated and issued by our TCL Group in May of this year. The standard is from chip, image quality enhancement technology, intelligent cloud, etc. It has carried out a full range of specifications and provided consumers with the most authoritative shopping guide.

Second, in terms of improving product innovation, we must build 4K core competitiveness. We know that product power is always the core foundation for rapid industrial development. At present, under the joint efforts of all, 4K technology and products have been rapidly improved and developed.

Thirdly, with respect to prices, the integration of the industrial chain has been strengthened to break the price bottleneck of 4K products, and the problem of 4K TV has been constrained by high prices.

· Konka's three-point analysis of the current color TV market

Xu Hongjun, deputy general manager of the marketing center of the multimedia business division of Konka Group, believes that the current development of the TV market must be considered from three aspects:

One is the core power. It is the most important for the smart TV to have superior computing power and image processing capabilities. We believe that for consumer electronics, only technological innovation can be called a revolution. Factors in other aspects, such as the country's five articles and GDP, are less important in the face of technological upgrading and technological revolution.

The second is the innovative media experience that stimulates the needs of our consumers. Just now experts talked about the uselessness of the 50s and 60s. They will not be seen after 80 and 90. Actually, how do we cover television? How do we get more young? People are willing to use, willing to see, and let the elderly use it. We believe that the human pursuit of vision is endless, and with higher resolution and the rise of UD TV, we believe that it is an opportunity for users, for consumers to return to the family, and to return to the living room.

The third point is strategic positioning, based on our strategic thinking under the understanding of color TV. Like our peers, the reason why competition is so fierce is that everyone's understanding is highly consistent. We use the 4K UD technology as the background, through the cooperation of upstream and downstream, through the guidance of consumer demand, to build our brand goals.

· Video games will become the support force of the 4K era

For the 4K experience, Yang Kun, deputy secretary-general of the Interactive Media Industry Alliance, believes that video games will become a supporting force in the 4K era. The 4K era represents that our television's image quality definition and performance capabilities have reached a completely new level. After reaching this level, it is bound to face a problem. It needs more colorful content to support it. What is the source? We can see today's IPTV, digital TV and DTV, which is the basic service that our TVs bear. And who is second in the list below, and the second player in the rankings is no doubt a video game from the international point of view. Video games as a 4K era is another very important content. The development of coordination with 4K terminals has undoubtedly had a very important influence.

Audio-visual games are one of the entire user's recreational entertainment games. It uses televisions as display terminals, which is very closely integrated with our 4K terminals. Under normal circumstances, of course, some of the top PC game devices may have high picture, quality, and performance capabilities in some cross-platform games, and data from the market proves that we have a very special situation in China, number 44. The article standardizes all video games in China. Frankly speaking, audio-visual games are in a semi-black and white position within the management of the Ministry of Culture. Once they have become the same size, they will be subject to the management of Document No. 44. In Europe, the United States, Japan, video games all occupy a very important position. In mature and well-developed foreign markets, audio-visual games account for almost half of the entire market. This is the real mainstream of the market, and its display is based on family televisions. The development of the game business to such a position is related to the special positioning of the game business. To date, we have been able to provide all services to the public. The game is the most complicated, because it has a nature of extrapolation. There is nothing that can be pre-determined. Therefore, the game's storyliness, manipulability and clarity have brought complex requirements to the game. Once solved, the game can firmly grasp the user.

The quality of games in the 4K era has made significant progress compared to the 2K era. It should be said that in terms of scene performance, 4K games have made great progress compared with 2K. We put the 4K game here and let everyone have an impression that the game of war allows the player to feel almost personally involved in the war. It should be said that when we watched a blockbuster movie, the past war game also gave us the opportunity to be able to feel close to it. But we ourselves knew we were out of the game, 4K games let us know that we were part of the war. 4K games have been very clear about the characters, faces and expressions of the game. It turns out that each of us plays a role in the city. We work, live and learn in the city. We can do a lot of things. But when you see people walking around the city, although that person is the user you land on, but that person is not exactly you, 4K can put your face shape inside and let you perceive the truth in the city In life, 4K's perception and impact on each user is completely different from the original.

At the same time, the 4K screen also asked the graphics card. To meet the ultra-clear image quality, we use two top graphics cards to test typical games. The final result is that when we run top games, we need six video cards. Due to the breakthrough of the terminal and the whole machine manufacturers, we supply the following content suppliers. And video card manufacturers have brought a lot of pressure, they are now facing problems, not only to solve the content problem, but also to solve the problem of supporting hardware.

There is still some gap between the existing video game machines and the 4K era. Sony can support 4K playback, but it is still unsatisfactory to support 4K games. The cost of development of 4K games has now risen dramatically, and US$30 million may be the starting price. Coupled with the HDMI specification, it also brings a lot of problems to the smooth running of 4K games, not that video games and 4K cannot be combined now.

·The current status of the color TV market in 2013 fell plasma/CRT

Despite the serious situation, the color TV market in 2013 still has many bright spots. In terms of policy implications, although there is no subsidy policy that can directly stimulate consumer demand, the two policies of terrestrial wave digital television policy and energy conservation leader system are still worthy of attention. Due to the influence of the digital television policy on terrestrial waves, product switching will be faced before and after the 11th.

According to AVC, ATV expects that TV sales in the country will reach 10.588 million units in the third quarter of 2013, a year-on-year decrease of 8.6%, and sales in the fourth quarter will reach 12.718 million units, down 2.8% year-on-year. However, due to the high growth in the first half of the year, the TV industry in 2013 will maintain a certain degree of growth.

Ovid Consulting (AVC) believes that domestic TV retail sales in 2013 will reach 46.31 million units, an increase of 9.1% year-on-year, of which, LCD TV domestic retail sales will reach 43.82 million units, an increase of 11.9%, plasma TV retail sales will reach 212 Million units, down 13.1% year-on-year, sales of CRT TV products continued to decline rapidly, and retail sales will reach 370,000 units, down 55.9% year-on-year. It is predicted that the sales volume of domestic 3D flat-panel TVs is expected to reach 20.3 million units in the whole year, 44% in flat-panel TVs, 18.4 million in LCD 3D TVs, and penetration rate is expected to reach 42%. The retail sales of smart TVs for the year were 24.22 million units, accounting for 52% of the flat-panel TV retail sales, of which, 23.32 million were LCD TVs, and the penetration rate was 53%.

·The three major development directions of the color TV industry in the future

The Deputy Director of the Electronic Information Department of the Ministry of Industry and Information Technology, Yan Shijing, said that there are three main issues that need attention in the future development of the color TV industry. One is intelligence, one is high definition, and one is energy saving. The first is intelligence, and the smart TV market is rapidly expanding. The sales volume of domestic smart TVs exceeds 13.6 million units, and the penetration rate in the color TV retail market exceeds 30%. In the first half of this year, the domestic sales volume of the top six TV companies in the domestic TV industry has exceeded 10 million units, accounting for more than 45% of the sales volume in the domestic color TV market.

The second is our theme today. The display technology is developing to high definition and Ultra HD. Our color TV companies are also paying more attention to this trend. At present, our domestic color TV companies have launched ultra-high-definition TV products. Ultra HD can bring better experiences to consumers, and it can also make better use of our existing Internet resources to bring new feelings and services. At the same time it is also a better platform for providing service innovation. There are fewer programs now, and Ultra HD has already been born. However, we should not define Ultra HD in the traditional TV field. If we combine it with the Internet, combine it with the game, and combine it with new viewing methods, its innovation space is very large, and it will certainly bring us new ones. growing space. The Ministry of Industry and Information Technology is also paying attention to the development of ultra high-definition televisions and is now setting the standards for ultra-high definition television.

In addition, environmental protection and energy conservation are the eternal themes of the audiovisual industry. With the application of new technologies, the energy efficiency of flat panel TVs has been greatly improved, but there is still room for improvement. The United States and the European Union have tightened the inspection of the energy consumption of flat-panel TVs year after year, which has already been significantly higher than our current energy requirements. China has also basically completed the revision of the energy consumption standards for flat-panel TVs and further increased the requirements for energy consumption limitation. The attention of color TV energy saving and environmental protection is also getting higher and higher, and our industry is under the pressure of energy saving transformation. We hope everyone will pay attention.