CHINESE

Hisense OLED's confidence: we will be able to quickly achieve the same status as in the color TV market

 

'Six anti-image sticking technology, dark field detail enhancement technology, OLED color precision design', this is the three core technology highlights of the Hisense OLED TV technology results conference on March 7. Before the press conference, each staff member of the comparison exhibition area repeatedly mentioned during the introduction; at the press conference, Hisense OLED R&D engineer Yue Chunbo focused on the introduction; after the conference, Wang Wei, general manager of Qingdao Hisense Electric Marketing Co., Ltd. accepted the same interview The emphasis is on the plan.

 

'Hisense's OLED must be a better product, and we believe that Hisense OLED TV will be able to quickly achieve the same market position in the market as our color TV market,' although the Hisense A8, a new product representing these three technologies, has not yet Officially launched, but Wang Wei is full of confidence.


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The earliest technology developer

 

In the current environment that has been hit by mobile smart devices, the development of color TV industry has encountered bottlenecks, and technology upgrade has become the survival of many color TV companies. In 2018, the answer sheet of the OLED market is undoubtedly quite eye-catching. More and more color TV brands have begun to join the OLED camp, which has ushered in a rapid development period in the OLED market.

 

In a sense, Hisense's entry into the OLED TV market is the vane of the whole machine industry. In September last year, Hisense and LG, Skyworth, Sony, Changhong, Konka, Philips and other brands participated in the OLED peak event hosted by LG Display, confirming that Hisense became the seventh Chinese brand to join the OLED camp. At this point, in addition to TCL, mainstream Chinese color TV companies have all joined the OLED camp.


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But after careful study, Hisense's research and development of OLED technology is earlier than many domestic TV brands.

 

“Hisense is the earliest enterprise in China to carry out OLED technology research and development and to launch the first OLED machine product.” Yue Chunbo said that in 2010, Hisense, as the only TV company, participated in the 863 new flat panel display technology project of the Ministry of Science and Technology, and assumed a large Size AMOLED key technology and process research projects, and successfully developed 12-inch and 15-inch OLED TV prototypes in 2010 and 2012.

 

Since then, Hisense has carried out in-depth technology research and development and technical reserves around OLED materials, devices, drivers, image quality, etc., and has mastered key aspects in OLED drive system design, OLED display structure, curved OLED module, and OLED lifetime and contrast. technology.

 

Regarding OLED, Hisense’s attitude has always been “not mature, not to promote”. According to Yue Chunbo, Toshiba TV has the most advanced OLED technology in Japan, where OLED TV penetration is the highest in the world. In 2018, after Hisense acquired Toshiba TV and its R&D team, it continued to overcome the difficulties of OLED technology and finally broke through the technical problems of image retention and image attenuation that have plagued the OLED market for many years. So now, Hisense decided to officially speak out, and said that for OLED, Hisense is ready to go.

 

 

Three major technological breakthroughs

 

Before the press conference, the reporter observed in Hisense's latest OLED TV in the comparison exhibition area that the highlights of the product were quite intuitive through comparison. There is an OLED TV product of the same size and similar price in China. Although it is not sure whether it is the main product of the brand, the comparison effect on the spot is clear at a glance. The staff deliberately freezes the video in the same dark field still picture. The black sofa pattern in the other product screen is darker, and the dark side of the sofa is almost invisible, but the Hisense A8 products are excellent. 'OLED can be darker because it is self-illuminating, but at the same time it will lose some details on the dark field.' The field staff told reporters that dark scenes are the advantage of all OLEDs, but the drawback is that bright places are bright. Not up, and one of the three major technological breakthroughs of Hisense A8 is the promotion of dark scenes, so that the details can be very clear.

 

'In addition to the improvement of dark scenes, there is also a significant increase in color.' The staff said, 'The color of the video is based on light. If your OLED is self-illuminating, reduce it all to black. Naturally, it will affect the contrast saturation of colors, etc., then the color is not fidelity. Just like the same black, there will be carbon black, bright black, normal black, etc.' and the Hisense A8 OLED technology Based on the high brightness range display, it has a larger and more accurate color space and better color details.

 

If six anti-image sticking techniques, dark field detail enhancement technology, and OLED color precision design are the three technological breakthroughs that Hisense has achieved in the field of OLED, then the six-fold anti-image-resisting technology is the core highlight of the three core technologies. The advantages of OLED are obvious to all. Otherwise, there will be no such thing as 'the general trend has already become', and there will be no phenomenon that all color TV companies are rushing. However, feedback from the outside world, such as 'burning the screen afterimage', has gradually become a drawback that cannot be avoided. According to Yue Chunbo, Hisense’s six-fold anti-image-shaving technology can significantly reduce the probability of residual image. “LEA-edge label detection and adjustment of residual image occurrence probability decreased by 28%”, “The residual probability of residual image local brightness adjustment function is reduced by 30% under dynamic video”, “The residual image brightness reduction function is reduced by 40%.” 'Overscan's pixel displacement technique has a 26.5% reduction in the probability of afterimages.' This is what Yue Chunbo showed at the press conference. “His letter has independently developed six anti-after-shadow technologies, dark field detail enhancement technology and OLED color precision design, which provides excellent technical solutions for preventing OLED afterimage generation, enabling OLED products to express in detail, clarity and movement. The image quality is perfect in terms of image fluency.'

 

New products will be unveiled in AWE2019 officially launched in April

 

OLED TV is not new. It has been promoted in China for more than five years, but the annual sales volume in 2018 is only 170,000 units, not only far below expectations, but also far behind Japan and other key global markets. This is not the special color TV market in China. The fundamental reason is that some TV manufacturers have only played the role of OLED screen assembly plants and porters. They are unable to reach the deep sea areas such as OLED image sticking with difficulty in research and development, making OLED TVs “not seemingly The promotion is so good, which has led to a delay in the Chinese OLED TV market.


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The unsuccessful product first released a technological breakthrough, and Hisense’s success was to change the current dilemma with the role of “technical school”. The above staff stated that 'the three technological breakthroughs released this time are our unique advantages in the industry and a supplement to the OLED disadvantage. With these three advantages, compared to the entire domestic OLED industry, Hisense is leading.'

 

According to the test data of China Electronics Technology Standardization Research Institute, the brightness uniformity of Hisense 65-inch OLED TV A8 products reaches 94.7%, the color gamut coverage (BT.709) reaches 130.5%, dark field brightness, dynamic contrast, color accuracy, etc. Key indicators also have outstanding performance. Compared with the OLED products of the same specifications and similar price segments on the market, Hisense OLED TVs have better color quality indicators, richer color reproduction power, better dark field detail performance, and fully equipped with a high-end mature. The quality that is essential for the product.

 

It is reported that this year Hisense has officially launched the OLED global promotion plan, especially in the Chinese market, the market demand for OLEDs for the whole year has been set at the expectation of 350,000 units, a full increase of 100% compared with 2018. According to internal staff, the prices of Hisense's 55-inch and 65-inch A8 products are set at around 12,000 and 23,000, respectively, but the final price will be limited in combination with the product. In addition, the two 4K TVs are said to be officially on display at the Shanghai AWE show, which opened on March 14th, and officially launched in April.

 

“The screen is just the beginning, technology is the future.” Yue Chunbo said that Hisense will continue to innovate and research and develop in the field of OLED. “8K OLED, flexible display and printed display are our future goals.”


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