According to panelists at the Consumer Electronics Association’s (CEA) Fall Forum panel, the future of displays will be centered around 4K, 8K and OLED.
Gary Yacoubian, president/CEO and managing partner of Specialty Technologies/SV Sound, moderated a panel with John Taylor, VP government and public relations for LG Electronics; Chris Chinnock, president of Inside Media; Alfred Poor, writer for HDTV Almanac; and Michael Hack, senior VP/general manager of OLED for Universal Light.
Taylor began by reflecting, saying that when one looks at 4K or 8K displays “one would never believe we went from CRT to flat panels, from analog to digital in such a short time.”
He added, “I personally believe 4K is the next big thing, as big a move as from standard analog to digital HDTV, but we have to help consumers and retailers understand what the next big thing really is. Consumers need to see the benefits,”
Pointing out that 4K is in its “early stages, the question, Taylor said, is “what should we call it?”
That may be solved by the CEA 4K committee that is meeting on the subject at this event.
Hack reflected upon the past, saying that back in 1992 he was at a technical meeting where “half the engineers involved in a discussion about LCDs didn’t think screens up to 10 inches would be made.”
He noted that OLED has been around since the late 1980s, but got a big push in 2009 with cellphones since “Samsung did not have an LCD business, [so] it championed OLED in phones, in its Galaxy series.”
He said that Samsung and LG are now in a battle to come up with large screen OLED TVs, but are both using different approaches. “By 2013 we’ll have OLED in the market but prices will be high, and volumes will be low.” He did not predict when OLED will open up into the broader mass market.
Poor noted that large screen OLED TVs will be “sexy as hell. They will be as thick as the thickness of two credit cards.”
Taylor added, “The color is something you’ve never seen before and the thickness will be sexy.”
Chinnock acknowledged the thinness of OLED TVs, but wondered “how is this is desirable for the consumer? At two times, three times, five times the price [of smaller TVs]?”
Poor noted that OLEDs use “fewer raw materials than [LCD panels] and you can be packed and shipped more inexpensively than LCD. Pricing can be worked out eventually.”
Taylor is bullish on OLED saying, “Unit sales could be 50K the first year, 500K the second and maybe 13 million the fourth year. It is possible.”
The issue then turned to 4K and 8K formats and whether OLED could be put to the task to make those formats come to the market quicker.
Hack said OLED reacts quicker than LCD for 4K and 8K with “little image blur … it would be a natural. You could make it with plastic [versus glass] and it would be a better display than LCD.”
Poor noted that OLED will “lower energy consumption” compared with LCD. “OLED is a green story will be more important going forward.”
There ya have it. Do you agree with the panel?