TV industry to see big bang as 3D explodes
By Kim Yoo-chul
SUZHOU/BEIJING, China - The global television market is experiencing a ``structural shift’’ as top-tier TV makers fully prepare to spur implementing strategic projects involving advanced sets, including the ``3D proliferation project.’’
The current mainstream televisions using liquid crystal display (LCD) and plasma screens are adding competitive features such as streaming movies and Wi-Fi connectivity.
But underneath this there is a highly-lucrative alternative that last year around this time was not seen _ 3D televisions.
``It’s inspiring that the news for this year has been the active launch of the TVs, displaying 3D images when viewers see content from 3D Blu-ray discs or even broadcasts, though wearing 3D-only glasses is required,’’ said Brian Kim, the chief executive at the Suzhou Raken Technology, in an interview with The Korea Times, Friday.
As he insisted, the market for ``next generation televisions’’ is gradually showing more potential as panel and TV leaders are rushing to take over the 3D market.
The world’s top flat-screen maker Samsung Electronics is still leading the way but its biggest cross-town rival LG Electronics is set to challenge Samsung with the introduction of more affordable 3D TV models, according to watchers.
``The `big bang’ is very near in the TV industry as the LG Group’s display-making unit LG Display is partnering with several leading Chinese TV makers and the well-known U.S. TV maker Vizio for an early comeback in the markets,’’ added Kim.
Health-related issues are not the key reason hampering an effective entry of 3D televisions into the living rooms, rather the lack of customized content, according to analysts.
``Yes. I am pessimistic that 3D televisions would be widely adopted by customers. It’s pricey,’’ said a manager at GOME in the city of Shuzhou.
GOME is China’s biggest consumer electronics retailer chain with over 1,000 stores in more than 50 cities throughout the country.
Customers need to pay about 30 percent more to buy a 3D TV with customers opting for other electronics devices such as tablet PCs and smartphones.
Only about four million 3D televisions are expected to have been shipped worldwide this year _ about 3 percent of global high-definition (HD) TV sales, data by research firms showed.
More content should help television sales next year, with some major broadcasters adding 3D channels and Hollywood planning to introduce over 50 movies in the format in 2011.
``The 3D TV market is still supplier-focused, meaning that top-tier television makers have the edge in activation,’’ said the manager at GOME.
LG is betting on this as it has just unveiled its next-generation film-type patterned retard (FPR) 3D technology.
Officials say the technology has no flickering, produces minimal cross-talk (the blurry ghosting image) and presents a brighter screen.
This allows for 3D glasses to be lighter, polarized and more curved like regular glasses than shuttered glass (SG)-based spectacles, allowing customers to buy the set at affordable prices.
Kwon Young-soo, the chief executive of LG Display, is quite upbeat as he believes that customers will pay more to buy well-made 3D TV with advance technology.
Market analysts say LG’s aggressiveness is noticeable however, the return to family management will help the group’s critical display-related business get on a faster track.
The CEO of LG Electronics Koo Bon-joon, the younger brother of LG Group Chairman Koo Bon-moo, started his first inspection trip to China by visiting LG’s key Chinese affiliates.
``He has been briefed on LG’s updated Chinese strategies,’’ said a spokesman for LG Electronics, adding 3D business plans were also one of the top issues.
Koo is expected to visit the upcoming International Consumer Electronics Show (ICES), which is slated for early next year in the U.S. desert city of Las Vegas to review its TV strategies and to develop more business opportunities, according to LG officials.
Samsung Electronics officials say it has no problem to sell over the ``two million mark’’ in 3D televisions globally, by the end of this year.
``LG’s active participation in the 3D TV market is more than welcome to create further demand,’’ said a Samsung official, asking not to be identified.
In addition to the choice of televisions from Samsung, LG and Sony, Panasonic, Mitsubishi of Japan and even a number of other second-tier TV makers are producing 3D devices.
Smartphones with 3D-capable display are already out, while chipmakers have enabled 3D viewing and gaming on PC monitors with their chipsets and special glasses.