Editor | 17-09-2013
Having seen very high specs of TVs choke uptake through prohibitive pricing, UltraHD display-makers are resetting their specifications to boost market appeal.
According to new survey data from WitsView, the UltraHD TVs launched by top-tier brands have tended to feature high value-added functions such as 3DTV capability and smart Internet connection. However, despite their appeal in terms of functionality, such capability is making the sets unaffordable. In addition the analyst believes that the roll out of UltraHDs has been hampered by the lack of an accepted broadcasting and transmission standard that meets the defined UltraHD TV spec and a paucity of native UltraHD programme content.
Given all of these commercial development parameters, WitsView projects a penetration rate of only 0.8% for UltraHD TV by the end of 2013.
Yet looking forward to 2014, the analyst is more optimistic, forecasting a penetration rate up to 2% as panel-makers emphasise on the spec at the beginning of development, including 120 Hz and 3D with mostly sizes of 50" and above. Whereas to date mass-produced sizes are 55" and 65" to underline the UltraHD TV's high-end position, leading to costs higher than the FHD panel by 1.5-1.6 times, WitsView sees some manufacturer adopt UltraHD TV strategies not only adopting the sizes under 50" — including the living-room friendly 39", 42" — but also lowering the product spec to enter the market with advantages of low costs.
WitsView takes the fundamental view that as the set selling price comes to the sweet point for consumers, market scale is likely to further expand. It added that the key to producing low-cost UltraHD TV was to cut the frame rate and reduce the use of key components while panel transparency must be lifted to drive down the BLU module cost and boost the panel production yield.