Smart TV - boob tube transforms into smart box

By Yoon Ja-young

Smart has become the buzzword and TV is no exception. It was one of core IT keywords for 2011 at the International Consumer Electronics Show held in Las Vegas, and not only TV manufacturers like Samsung, LG and Sony but also cable TV and Internet service providers are vying for leadership in the market.

Boob tube gets smarter

The definition of smart TV starts from what smart means in technology. Han Young-su, a researcher at LG Economic Research Institute, defines smart as self-customized and social networked. Consumers change products or services to suit their taste, and the provider only has to offer devices or environments that make the change possible, just like with smartphone applications.

Smart TV consumers should be able to install and enjoy content or applications they want, and set up the display as they like. It should be easy to connect to the social networks, sharing videos, broadcasts or applications with friends.

Smart TV has some contrasting characteristics with smartphones. While smartphones are typically for the individual, TV is for the family. “Cell phones are ‘lean forward’ like personal computers. Consumers actively input their determination and work on the output. TVs, meanwhile, are typical ‘lean back’ devices. Consumers sit on or lie on the sofa, to enjoy them comfortably,” Han points out.

Samsung Electronics’ Full HD 3D Smart TV shows what is on offer to consumers. It has “Smart Hub,” a user interface where to enjoy diverse menus such as smart searching, broadcasting information, and social networks with just one click. The smart searching finds not only TV programs but also movies, dramas or music stored on the user’s other devices such as personal computers, cell phones, or cameras.

While watching a TV drama, one can access more information about the drama without having to stop watching. They can post their opinion on Twitter or Facebook in real time or chat on their social network. On top of the full HD 3D screen, the Samsung TV changes 2D videos to 3D, and the set includes Bluetooth 3D glasses as well.

Cinema 3D Smart TV by LG Electronics also allows Web browsing, content searches and media links. Through the upgraded Digital Living Networking Alliance, they can watch content from smartphones or computers on the TV. In the case of movie files, the TV automatically searches for information such as the movie title, poster, story, or viewers’ evaluations from the Internet.

Barriers down

The input device, or the remote control, was a barrier for the development of smart TVs. “The accuracy or the smoothness of the touch often determine much of the value in smartphones. The input device matters for smart devices,” LG Economic Research Institute’s Han points out. However, one can think of only limited applications with TV remote controls. Han predicted that the development of an innovative input device will be the turning point for consumers to experience the values smart TVs can offer.

LG Electronics’ Cinema 3D Smart TV tries to overcome the limitation with smart phones and tablets. Users have only to download an LG TV remote application, which will allow them freely control smart TVs with their smartphones or tablets.

Another barrier is the price. The sets are still expensive while smartphones are available to many thanks to carriers’ subsidies. Moreover, people don’t feel it’s as urgent to buy new TVs as with cell phones. According to a survey in Japan, it took on average 84 months to change TVs, a device for the family, which is three times longer than 28.6 months for cell phones.

Lee Jong-keun, a researcher at LG Economic Research Institute, points out that TV requires the transmission of high definition video, unlike personal computers, smartphones or tablets. “Users have zero tolerance on disconnection or interruption. The network is crucial,” Lee said.

Few countries have the wired network infrastructure for smart TV. For the short term the smart TV market is likely to be limited to advanced countries or mega cities in developing nations.

The market still has a bright future. According to Display Search, the global smart TV market is to see explosive growth this year with 67 million sets selling, and the figure is expected to surpass 100 million in 2013 and 118 million in 2014. That is nearly half of the total demand in the TV market.

“I think TVs have demonstrated less than 50 percent of their full potential. Technology has dictated and driven the history of TV so far, but in the future its evolution will be dictated by human needs,” Yoon Boo-keun, president of Samsung Electronics’ visual display business said. Smart TVs still have a lot more to show consumers, and the market will keep growing to overcome the current limitations.