Tech giants make big TVs to meet demand

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Tech giants make big TVs to meet demand

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A model presents LG Electronics’ latest ultra-OLED TV models with a 55-inch screen mid March. LG says the new models have improved sound, resolution and design quality compared to ordinary OLED TVs of the same size. [LG ELECTRONICS]

Tech giants Samsung Electronics and LG Electronics are focused on creating bigger televisions with ultra-high definition 4K displays and curved panels to meet growing demand for larger models.

Shipments of LCD TVs over 50 inches are expected to grow 38.7 percent in 2016 compared to the previous year, according to WitsView, the liquid crystal display (LCD) display research division of TrendForce on Wednesday.

To meet the demand, Samsung and LG have strengthened their lineup of larger TVs going into this year.

LG Electronics, the world’s second-largest TV maker, added a high-end organic light-emitting diode (OLED) TV that comes in 65-inch and 77-inch options this year.

Offered under LG’s top-of-the-line “Signature” series, the models are equipped with High Dynamic Range (HDR) technology, which displays a wider and richer range of colors, and an advanced audio system by U.S. audio company Harman Kardon.

The move reflects the growing popularity of large-sized TV and the shift towards bigger models, given that most of last years’ OLED products were 55 inches.

“More consumers are looking for large TVs with high resolutions that offer better viewing experiences,” said Lee Jong-min, a spokesperson of LG Electronics.

“And when a TV is big, the resolution and display technology that delivers accurate colors becomes even more critical.”

LG said that OLED panel can display deeper blacks and can be thinner and lighter than an LCD since it works without a backlight.

Market watchers noted that the spread of Internet Protocol TV (IPTV) and drops in the prices of LCD panels has driven demand for larger TVs.

Evolving preferences are expected to change the range of mainstream TV size.

Thirty-two-inch products have typically been the most popular, but this has gradually given way to products with 40- to 45-inch panels.

The report by TrendForce said that the market share of 32-inch models among the top 15 LCD TV brands will be at 26 percent this year, a 4.7 percentage point drop from last year.

“LCD TVs sized at between 40 and 45 inches will see their share in combined shipments rise to almost 30 percent, surpassing 32-inch models to become the mainstream size segment in the market,” the report noted.

Samsung Electronics, the world’s largest TV maker, is also poised to respond to the trend.

Of the14 latest second-generation SUHD TVs announced last month, eight measure 65 inches or larger.

The newest models are based on quantum-dot technology.

Quantum dots are microscopic nanocrystals made of semiconductor materials that allow for increased brightness and more accurate colors than normal ultra-high definition TVs.

“In the past, the average consumer couldn’t easily get access to TVs larger than 50 inches,” said a spokesperson at Samsung Electronics.

“But the falling panel prices made them cheaper and more accessible. It would be hard for the over 50-inch TVs to instantly hit the mainstream, but we certainly see growing demand and are trying to feature larger TVs in our premium lineup.”


BY PARK EUN-JEE [park.eunjee@joongang.co.kr]

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