BOE and Hisense Discuss TV Industry Trends: ADSPro Technology Leads the Large-Screen Era

BOE and Hisense Discuss TV Industry Trends: ADSPro Technology Leads the Large-Screen EraOn September 6th, the TV Industry Trend Communication Meeting was held concurrently with BOE Global Innovation Partner Conference 2024 (BOEIPC 2024). Industry experts from TV terminals and display devices, including Liu Weidong, Chief Scientist of Hisense Visual Technology, Shao Xibin, Senior Vice President and Chief Product Officer of BOE, Wang Runqi, Senior Vice President and Head of TV and Ultra-Large/IOT/3D of BOE, and representatives from authoritative media attended the meeting

BOE and Hisense Discuss TV Industry Trends: ADSPro Technology Leads the Large-Screen Era

On September 6th, the TV Industry Trend Communication Meeting was held concurrently with BOE Global Innovation Partner Conference 2024 (BOEIPC 2024). Industry experts from TV terminals and display devices, including Liu Weidong, Chief Scientist of Hisense Visual Technology, Shao Xibin, Senior Vice President and Chief Product Officer of BOE, Wang Runqi, Senior Vice President and Head of TV and Ultra-Large/IOT/3D of BOE, and representatives from authoritative media attended the meeting. They engaged in in-depth discussions on how display companies can accurately capture consumer needs and drive the resurgence and prosperity of the living room economy through technological innovation in the face of changing TV market trends.

Continuous Innovation Drives the Prosperity of the TV Industry Ecosystem

Regarding the development of the TV industry, Liu Weidong stated that continuous innovation is not only a catalyst for steady market progress but also crucial for promoting a healthy and prosperous industry ecosystem. The market continues to demonstrate a strong desire for improved TV image quality. The iterative upgrade of high-definition and even ultra-high-definition technology is leading the resurgence of the TV industry, becoming a significant breakthrough for domestic market development in the future. Furthermore, Liu Weidong pointed out that making TV not just a content viewing terminal but integrating it with more intelligent elements to achieve diversified functions and broad scene coverage has become a vital area of exploration for the industry.

ADSPro Technology Leads Innovation in the Display Industry

Regarding breakthroughs and innovation in display technology, Shao Xibin stated that LCD display technology has continued its evolution. Among them, ADS technology is at the forefront of the industry, leading innovation trends. It is poised to drive the entire display industry towards greater intelligence and integration, resulting in products that better meet consumer needs. As a leader in the TV field, BOE will actively work with industry partners to jointly promote the iterative upgrade of display technology in the TV sector, providing consumers with high-quality products.

ADSPro Technology Advantages Stand Out in the Trend of Large-Screen Displays

Regarding current market development trends, Wang Runqi believes that large-screen displays are the only constant trend, representing a necessary step to meet consumer experience needs. According to Omdia data, in the first half of 2024, the average size of LCD TV panels was 50.8 inches, an increase of 1.5 inches year-on-year compared to the first half of 2023. The TV market has entered the era of large-screen displays. Under this trend, the market's demand for display screens increasingly leans towards achieving wider visual coverage and exceptional image quality performance.

ADSPro technology boasts technical advantages in terms of true color, stable color, and high ambient light contrast, enabling the reproduction of natural color while delivering full-viewing angle color accuracy and no color fading. It offers users a more comfortable and realistic visual experience, making it a choice that aligns with market demand and the future direction of medium and large-screen products. Currently, it is widely applied in the full range of high-end IT and TV product lines of global leading brands.

The ADSProSTW (SuperTrueWide) technical solution, independently developed by BOE to enhance viewing angle image quality and ambient light contrast, effectively controls halo and reduces the requirement for product backlight zones. It comprehensively enhances product performance in terms of image quality, viewing angle, and ambient light contrast, perfectly accommodating the current market demand for large screens.

Five Core Metrics Define the "Good TV" Standard

At the communication meeting, the "standard of a good TV" was discussed in depth. Shao Xibin stated that the excellence of a TV display screen hinges on five core metrics: resolution, refresh rate, color gamut coverage, peak brightness, and ambient light contrast. BOE's ADSPro technology excels in all these areas.

ADSPro technology is an independently developed and unique top-tier technology in the LCD display field by BOE. It boasts technical advantages such as full-viewing angle color accuracy, ultra-high definition, and ultra-high refresh rate, making it the most widely used hard-screen LCD display technology today.

Ambient Light Contrast Becomes a New Trend in TV Evaluation Standards

BOE emphasizes that its ADSPro technology also exhibits exceptional performance in ambient light contrast. Ambient light contrast refers to the degree of contrast between light and dark on a display screen under a specific ambient light luminance. Unlike the darkroom contrast limit value obtained in a laboratory setting, ambient light contrast under typical indoor lighting conditions directly reflects the contrast level users actually experience during daily use. It is a crucial factor in evaluating display quality and user experience. Experts at the meeting unanimously agreed that it will steadily assume a more prominent position in TV evaluation standards.

Shao Xibin stated that BOE has conducted in-depth research into the principles and enhancement methods of ambient light contrast. Through various anti-reflection technologies, including pixel structure optimization, new material development, and surface treatment, the light reflectivity of the ADSPro display screen surface has been significantly reduced from 5% for conventional products to 0.7%. Under typical screen brightness of 500 nit and ambient light luminance of 100 lux, the ambient light contrast of the screen has been significantly increased from 226:1+ for conventional products to 1400:1+, which is far higher than other display technologies, including OLED. This groundbreaking achievement not only redefines the performance capabilities of display screens in complex lighting environments but also provides users with an incredibly realistic reproduction of every spectacular moment in the visual world.

Conclusion

At the communication meeting, industry experts unanimously agreed that, in the face of TV industry development trends, display companies need to firmly grasp technological innovation, continuously enhance product quality, and actively explore diversified applications and scenarios to better meet consumer needs and drive the resurgence and prosperity of the living room economy. BOE's ADSPro technology, with its advantages of full-viewing angle color accuracy, ultra-high definition, ultra-high refresh rate, and high ambient light contrast, is undoubtedly poised to become a major force in leading the development of the TV industry, bringing users an even more immersive visual experience.