As OLED and quantum dot technologies continue to compete, the advent of 8K TVs has intensified the rivalry within the color TV industry. On August 31, Sharp unveiled its first consumer-grade 8K TV. In the first half of this year, the color TV industry faced challenges with profit margins hovering around 1%. Eager to overcome these difficulties, companies are seeking new breakthroughs through technological innovation. Besides Sharp, Panasonic, Samsung, Hisense, Skyworth, and Konka are among the major players that have also launched their own 8K TVs. Does this signify that 8K TVs can finally make their way into millions of homes? After speaking with several industry experts, it became clear that price is not the only factor hindering the widespread adoption of 8K TVs. Only when the entire industry chain collaborates effectively can the sector truly progress.
The giants of the color TV industry are betting big on 8K. What exactly is 8K TV? The most immediate experience it offers is in resolution and display quality. 8K resolution reaches an impressive 7680×4320 pixels, which is 4.3 times higher than human eye resolution. The display effect is 4 times better than 4K (UHD) and 16 times better than the current mainstream HD (FHD) resolution.
8K technology undeniably elevates the picture quality of TVs to a new level. However, 4K TVs haven't even fully established themselves in the market yet. Despite this, Sharp is attempting to leapfrog competitors by introducing consumer-grade 8K TVs, aiming to pioneer a new era in image quality. This is undoubtedly a bold move for the future.
According to the "Second Quarter 2018 China Consumer Confidence Index Report" released by Nielsen Research Institute, Chinese consumers are increasingly prioritizing high-quality lifestyles, with 75% of consumers in first-tier cities willing to pay extra for advanced technological features in electronic products. This could be one of the key reasons why TV manufacturers are investing heavily in 8K technology.
In addition to Sharp, the reporter learned that Panasonic, Samsung, Hisense, Skyworth, and Konka have also launched their own 8K TVs. On January 5, 2016, Changhong released its 95-inch 8K TV Q2R at the Consumer Electronics Show in Las Vegas. Skyworth debuted its 98-inch 8K TV at CES 2017. At this year's AWE2017, Samsung, Sony, LG, and Konka showcased their 8K flat-panel TVs.
Dong Min, Vice President of Owe Cloud Network, mentioned in an interview that over nine new generations of panels, including more than 10 generations, will be put into production in 2019, which will significantly boost the growth of 8K TVs. It is expected that the annual output of 8K panels will reach between 6 to 7 million units. According to Qunzhi Consulting, by 2022, 8K panel shipments will reach 8.2 million units, with a penetration rate increasing to 3.3%.
Despite these developments, the popularization of 8K TVs still requires time. For the color TV industry, a single technological breakthrough doesn't guarantee market success. Only when the industry chain (including 8K content shooting, storage, transmission, and decoding) achieves synergy can the industry truly advance.
Speaking about the popularization of 8K TVs, Duan Youqiao, Deputy General Manager of Galaxy Internet TV Co., Ltd. and Senior Vice President of Iggy Art, stated in an interview that there is a bottleneck in 8K development, akin to the "barrel principle." With double the clarity, the data volume might need to increase three or fourfold. Thus, transmitting large content in real-time on the internet would require a bit rate of several tens of megabytes. Such a high bit rate presents technical obstacles across the entire process, from shooting to transmission, requiring high-end product support.
Additionally, the current limitations on the popularity of 8K TVs include pricing issues. Generally, 8K TV specifications have only recently emerged, making them more expensive than established technologies like OLED TVs, which are pricier than other display materials of the same size. Moreover, as manufacturers roll out "broad-screen plans," 8K TVs are often paired with larger screens, further driving up costs.
Back in 2012, 4K TVs from Sony and LG, sized at 84 inches, were priced at over 100,000 yuan. Prices for 8K TVs will only be higher. In 2015, Sharp introduced an 85-inch 8K TV priced at a staggering 850,000 yuan, equivalent to the cost of a mid-to-high-end sedan.
This reporter learned that Sharp’s newly launched 8K TV is 70 inches and priced at 68,888 yuan, which may limit its appeal to the majority of consumers. However, some industry insiders noted that compared to current high-end 4K TV prices, this isn’t overly expensive.
Dr. Tian Renhe from the Institute of Electronics of the Chinese Academy of Sciences previously mentioned that 8K technology has very stringent requirements—7680×4320 progressive scan resolution, 22.2 channels, and naked-eye 3D display technology—all of which demand a perfectly integrated industry chain. However, as of now, no manufacturer has officially announced an 8K technology industry chain.
With these considerations, while the future of 8K TVs looks promising, the journey toward mass adoption remains challenging.
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