Bear in mind that we're living in dangerous financial times, and companies however large, will hesitate to release new products since startup costs are sometimes prohibitively high. It takes a year or two before a company starts making money on a new product. That's why in times like these, 3 years after the bubble burst and still not sure where we're heading, exciting cool stuff are coming far and few in between.
In other words, I would be VERY susprised to see the SXRD released sooner rather than later... My guess: maybe early 2005 at a cost of over $20k (again: new product = high initial costs).
By then, I'd expect we'd see a 1080 DLP product since DLP, however young, is already a flourishing technology with most of the startup costs eaten up already.
THIS IS A RESPONSE FROM THREAD:
http://www.avsforum.com/avs-vb/showt...02#post2115002
1080p & 3 chip
OK, rather than replying to each post individually on the 1080P and 3 chip topics, let me try to address all in this post.
1080P - I do not know if you are all aware of our recent introduction into the Digital Cinema market, but if you are not, here's a bit of information. At the recent Showest Event in Las Vegas, TI and DLP Cinema previewed our new DLP Cinema high resolution (1080 x 2048) chip set. To say the least, the audiences were blown away by its performance. This chip has been designed for implementation for very high end applications and very large screens.
As for consumer 1080p, were are very aware of the market desire for products with such resolution, and we and our customers will not disappoint you. In the meantime, our partners DLP based displays featuring 720P, PAL, and 480p solutions continue to excel in the market offering industry leading performance, reliability, and price, in both front projection and rear projection HDTV.
As far as some competitively priced 3 chip DLP systems, I would hope some products make it to market in '04. Competitively priced? Compared to what? A G90? While our costs play a part in our OEMs overall BOM, it is up to our OEMs, and the market they target with such a product to determine product design, system integration, performance parameters, dist/dealer margins, and pricing. Even at a very competitive, but most assuredly low margin MSRP of $10-15K, like some 3 panel LCOS sets, volumes in the front projection Home Theater market are minimal, especially compared to the digital TV market. Even the popular SX21, with 1400 x 1050 panels, only runs at just over 720p in the 16 x 9 mode. Is it that more compelling than the Infocus 7200, or Z10000 at 720p? Are the margins comparable? Is the difference in spec resolution that discernable on the screen to the consumer? A 3 chip system in that price range may not give you any higher resolution, an increase in brightness ( is it needed? ), lower volume and lower margins.
Thus, today, on a price/performance basis, a single chip architecture is the most effective way to offer the consumer a compelling value proposition - outstanding video performance and reliability at competitive price points.
Consider the RPTV market? Why is it current 3 panel LCOS( variations) sets are priced substantially higher as compared to several DLP and LCD based implementations? Why has Philips invested so much time and money planning to introduce a single chip LCOS product? Because, today it is the only way to be cost competitive in generating a competitively priced with DLP and LCD products, and potentially reaping some return in a very large market that is going to continue to grow in the years to come.
I know I did not address all of your concerns, but I tried to be as thorough and honest as I could in my response.
Pete
__________________
Peter J. Broas
Marketing Manager
Home Entertainment
DLP(tm) Products
Texas Instruments Incorporated
My advice: be patient and lower your expectations in order not to be disappointed. Kinda like gWb...
Peter Broas TI DLP Marketing Manager 1080p & 3 chip
