3D TV is hit by the throat, forming a new standard

“Shutter-type 3D TVs will exit the market in 2011. Polarized 3D TVs will account for 70% to 80% of the market, and the price will also drop.” President of LG Display, a Korean panel maker The speech at the “Not Flash” 3D Panel Alliance Conference spoke to the shuttered 3D TV and angered Samsung Electronics’ President Lee Kun Hee and other shuttered 3D TV companies.

On January 28, 2011, six shutter 3D TV manufacturers headed by Samsung announced the establishment of a 3D television promotion alliance. At this point, 3D TVs are officially divided into polarized and shuttered camps.

Industry observers pointed out that this move is not only a response to Quan Yingshou's statement that shutter-type 3D TV will exit the market, but also intended to influence the 3D industry standard.

Peng Xiandong, director of research and development of Blackcom in China, analyzes that the first 3D TV industry standard in the country is expected to be introduced during the year. The shutter 3D TV camp will choose to establish a 3D TV promotion alliance at this time, in addition to the considerations of panel purchase, machine sales, etc. Influencing the formulation of standards and seizing market initiative.

The two camps of Bao Xuan Shutter and Polarization are based on technology, and the 3D TV industry is playing together.

Initially, LG and Samsung, both Korean television brands, both promoted shutter technology. However, LG did not compete with Samsung. Instead, LG did not start the world with it. Instead, it started off with polarized light as its main technology and completely negated past shutter technology. .

The earliest commercially available shutter-type 3D TVs accounted for about 80% of China's entire 3D TV sales. However, due to the late start of polarized 3D TVs, only a few brands such as LG and Skyworth achieved mass production. The market sales volume is not impressive. So as a rising star, the polarizer catches the shimmering problem of shuttering, and plays the “be healthy without flash” banner.

Skyworth Group spokesperson Li Congxiang also believes: “Polarized 3D TVs have a huge improvement in shuttered 3D TVs in terms of health, cost-effectiveness, comfort, etc. It should be said that shutter 3D TVs are eliminated.”

As a result, polarized 3D TV production companies that only developed in the second half of last year, led by LG, and Skyworth, a local Chinese company, formed a polarizing camp. Local brands such as Changhong and Konka have also evolved from shutter-type to both shuttered and polarized.

According to an industry source who did not wish to be named, it was precisely because of the backlash of the polarized camp that the “polarized type is the shutter-type elimination, shutter-style will exit the market,” the rhetoric, shutter color TV companies to be aligned Counterattack.

Zhang Tianyi, senior analyst of consumer electronics industry at CCID Consulting, believes: “This alliance may be disintegrated in time due to changes in the market.” Zhang Tianyi believes that the current two camps are only periodic phenomena, shutter-type and polarized type. Technology will be assigned to a higher level of naked eye 3D technology.

Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, also openly told the media that this alliance is loose.

LG's unwarranted defection of shuttered 3D TVs and the fluctuation of China's color TV companies between the two technologies seem to confirm the leverage of the market. Once the market demand is tilted to one side, the losing party in the two camps will collapse in an instant.

Luo Qingqi, a senior expert in home appliance industry and a senior consultant at Pall Consultants, told reporters from China Economics and Information Technology that there is no practical significance to seize the market with the so-called alliances and groups. No matter if it is a foreign-funded enterprise or a local enterprise, whoever can lower the price will win the market, and whoever is the leader of this field.

The intention is that the new standard, "Television companies forming an alliance, is actually Xiangzhuang sword, intended to be public." A color TV industry, such as senior analysts analysis.

Zhang Subing, deputy director of the Electronic Equipment and Systems Research Center of the China Electronics Standardization Institute, told the reporter of China Economy and Information Technology that from the beginning of June and July of last year, relevant national departments began to conduct multi-faceted investigations and seek advice from corporate representatives. By December, the draft of the “Method for Testing the Quality of Stereoscopic Television Pictures” had been completed. At present, the draft is undergoing further revision and improvement.

According to the relevant staff of the 3D TV Standards Research Group, "The indicator test method for 3D TV flashing problem is currently undergoing multi-argumentation. If a unified opinion is reached, it will be included in the new standard. Otherwise, the indicator will be temporarily released."

Zhang Tianyi believes that the new standard will be a basic standard and will not allow one party to be controlled by the other.

The 3D TV standard will cover two different 3D technologies and will not be biased towards one of them. Ultimately which technology will dominate in the market depends on the choices of consumers. For example, Peng Jianfeng, director of the Flat Panel Display Research Center at AVC Consulting (AVC) Indicated.

Zhang Subing said that the main difficulty in formulating 3D test method standards is how to form a unified test standard for active shuttered and polarized 3D televisions. However, this is also the answer to be given by the standard.

Regarding standards, the industry has a saying that only leading companies with leading technologies can set standards. Once standards are established, follow-up followers will have to pay for additional costs such as patent transfer fees, which will incur higher costs.

In June last year, the Ministry of Economy, Trade and Industry of Japan decided to formulate standards for 3D images so that image makers would not produce images that emphasize too much on three-dimensional images. It is also prepared to make recommendations to the International Organization for Standardization and popularize Japanese standards throughout the world. This move is seen as a precursor to Japan’s attempt to stifle China’s 3D TV standard.

Luo Qingqi told reporters that Japan’s rush to run 3D TV standards is actually trying to promote the global sales of 3D TVs by promoting standards throughout the world, because if there is no international standard, consumers in other countries cannot accept it, then 3D TV production. It is also difficult to sell.

The Chinese government has also realized that it is the best policy for the standard makers.

Last year, the Ministry of Industry and Information Technology established the 3D Stereo Display Standards Research Group to lead experts in the industry to conduct standard discussions. It is reported that two 3D standards will be introduced this year, including image quality testing methods and 3D security specifications.

“We have applied for the establishment of two standards, including an industry standard, “Double-Television Image Quality Test Methodology” and a national standard “Three-Dimensional Television Terminology”, in which the industry standard has been drafted, and it is expected to be formally introduced this year.” China Electronics The senior engineering teacher Ke Feng of the Institute for Standardization of Technology stated that in addition to 3D TV, related standards for other 3D products, such as 3D glasses, 3D cameras, and 3D cameras, will be gradually developed and introduced, and all the standards will together form the 3D industry in China. standard system. In addition, China has already initiated the internationalization of 3D standards simultaneously, and put forward its own proposals in international standards.

Research institutions that integrate the entire industry chain expect that the 3D TV market will have a very dramatic growth after 3 years, with shipments exceeding 27 million units in 2013. Some experts said that 3D TVs will be the next largest gold mine in the home appliance industry.

At the International Consumer Electronics Show (CES) held in January this year, more than 60% of companies have demonstrated new 3D products. In the main exhibition area, there are Chinese color TV companies Hisense, Haier, Konka and Changhong. "The strength of the Chinese legionary force is getting bigger and bigger." Li Dongsheng, chairman of TCL Corporation, expressed his feelings after attending the CES.

On Weibo, he disclosed: “From the display of color TV manufacturers at this year's CES show, 3D TV has been recognized as the development trend of color TVs.” This coincides with the focus of TCL. TCL currently offers 3D TVs with different technologies including polarization, shutter, and naked eye.

In Luo Qingqi's view, "simply resolving the technical problems of 3D TVs is only a drop in the bucket and will not become the key to the television industry." He believes: "The sales of 3D TVs seem to be only a sale of terminal equipment, but it is actually a system. Engineering, it involves the animation equipment, three-dimensional video and other system equipment and 3D camera cameras, detectors and other front-end equipment, but also includes 3D mobile phones, televisions and other terminal equipment and other links."

"As 3D technology matures and costs drop, 3D is expected to become the standard for most flat-panel TVs in the next 3 to 5 years." Peng Jianfeng believes that "the development of general terminal equipment is always on the radio And the front of the content."

Peng Xiandong said that China's color TV companies want to become the dominant player in the 3D TV field. "We must use our strength to integrate and extend the relevant industry chain."

For the current status of China's 3D TV development, Peng Jianfeng believes that: “The level of domestic companies in 3D technology is uneven, the construction of industrial chains is dotted, and the overall competitiveness is not strong. The development of domestic 3D TV companies also needs to rely on the government and industry. With the joint efforts of companies, strengthen the research and development of core technologies and integrate the development of the entire industry chain."

The China Electronics and Video Association recently released the “Twelfth Five-Year Development Guidance Opinions for China’s Electronic Video Industry”, and proposed to focus on the development of flat-panel TVs with 3D display capabilities and focus on the development of “software and hardware integration” products based on triple play. With the system, it actively develops new television search technologies based on the Internet platform, and focuses on developing and perfecting the digital television and digital home industry chain.

Some TV companies in China have already taken actions to seize the commanding heights of 3D TVs. A staff member of TCL Group told the reporter: “The 8.5-generation display production line built by TCL with an investment of 24.5 billion yuan will be put into production soon. TCL will then take the initiative in the upstream panel resources and preemptively complete the 3D television industry chain layout.”