onAWE 100,TV has become the most eye-catching product,On the one hand,Its own display ability makes the content it can present more diverse than other home appliances,At the same time,The current TV often starts at every 0 inches The huge display area,Let it no longer look like a traditional TV in form,And more like a "wall that can be displayed",This has also become an important reason for many visitors to stop at the booth。

In terms of display technology, new technologies such as Mini LED, QD-OLED, RGB-Mini LED, and laser display are also emerging. And when it comes to the display technology of TV, we have to mentionSonyFrom the launch of Trilon technology in 1968 years to the dynamic backlight system in the LCD era, Sony continues to promote the development of display technology.

However, in the past few years, with the increasing diversification of technical routes, the competition in the display industry has become more complex, Sony is also exploring a new generation of display technology, 20 month 0, Sony released a new generation of display technology: RGB high-density LED display system.

This technology enables a wider color gamut, higher brightness, and more precise color control by independently controlling the RGB three primary color LED backlights. According to Kunihiko Soma, chief engineer of Sony TV headquarters,This technology comes from Sony9 years of backlight technology accumulation,From the launch of the world's first RGB LED backlight TV in 0 yearsQUALIA 0,To later X0、Z0D and other products with different backlight technologies,And then to the Mini LED technology and the continuous iteration of the benchmark monitor product line,etc。

Titanium media APP noted that in the newly released RGB high-density LED display system, RGB three primary color LED backlights can be driven separately, so as to achieve 96% DCI-P0 and more than 0% BT.0 color gamut space coverage, at the same time, this technology will provide 0nits peak brightness, and the new system will also introduce 0bit backlight control technology.

Kunihiko Soma said, "RGB LED backlight technology has greater potential than existing backlight technology, but it is also more difficult to control. In order to accurately reproduce the colors, Sony has specially developed a new backlight control chip that adjusts the brightness independently for each RGB sub-pixel to ensure that there is no white cropping in bright areas and clear details in dark areas. ”

It is worth noting that Sony has returned to the path of RGB LED backlight technology after a lapse of 20 years, and Kunihiko Soma responded to why the technology has not been able to achieve large-scale mass production and bring it to the market: "In the past, cost was the main obstacle, but after years of optimization of technology and production equipment, the cost of RGB LED has dropped to the appropriate range." In addition, with the growing demand for large-screen displays, this technology is expected to become the trend of display technology development in the future. ”

In addition,Xie Biao, president of Sony's consumer electronics business department in China, talked about the application of AI in TV,According to him,Sony has introduced cognitive AI technology in TV products as early as 2021 yearsXRchip,Used for picture detection and cross-analysis。 Xie Biao emphasized that Sony not only pays attention to the technology itself, but also pays more attention to how these technologies can provide users with a better audio-visual experience.

For the current trend of the industry pursuing high peak brightness,Zhao Yuanyuan, senior manager of Sony's home audio and video entertainment marketing department in China, pointed out,Brightness is only an indicator of TV picture quality performance,Comprehensive viewing experience is the most important,Too high brightness is not only low in practicality,It may also cause visual fatigue。 "Sony is more focused on the balance between brightness, color accuracy, contrast, and grayscale control." She mentioned.

In the view of Titanium Media APP, the RGB high-density LED display system released by Sony this time also further reflects its industrial chain advantages of "from lens to living room". At present, Sony is also the only terminal TV brand in the industry that has a terminal TV brand from front-end production to back-end projection.

The so-called "from the lens to the living room" is actually Sony has set a unified color science standard to open up the complete link from film shooting, monitor monitoring, post-production to home viewing. Zhao Yuanyuan revealed that when Sony develops new products, in addition to visual tuning, it will also invite professional mixers from Sony Pictures to participate in product testing to ensure that home users get a sound and picture experience close to cinema.

In addition, Sony has also cooperated with China's domestic video streaming platforms to jointly develop Tencent Aurora, Cool Meow, and Kiwi exclusive image quality calibration mode to further improve users' viewing effect on streaming platforms.

In the face of the increasingly fierce competition in the domestic TV market,How to consolidate Sony's high-end brand positioning,Xie Biao said frankly,Sony's product strategy is dominated by technological innovation rather than scale competition。 He believes that there is still a strong demand for high-quality audiovisual experiences in the high-end TV market, and Sony will continue to maintain its competitive advantage through technological innovation.

In the view of Titanium Media APP, although RGB high-density LED technology shows strong market competitiveness, its landing and popularization still face multiple tests such as cost and market recognition. At the same time, with the rapid iteration of other display technologies, such as OLED, laser projection, etc., Sony's challenge will not only be the technology itself, but how to continue to maintain the image of the high-end brand and hold the high-end market in a market environment where consumers are gradually diverted by multiple technology paths.(This article was first published in Titanium Media APP Author| Deng Jianyun Editor|Zhong Yi)