China to lead way for 4K in ‘breakout’ 2013

Joseph O'Halloran | 30-01-2013

The 4KTV hype machine seems to be getting into gear, and just as a number of broadcasters are only hinting at future services, researchers are now proclaiming 2013 as the year in which the UltraHD format breaks out.
Indeed, according to the latest Quarterly TV Design and Features Report from NPD DisplaySearch, more than half a million 4K×2K TVs are set to ship worldwide this year, growing to more than seven million by 2016.
With other voices counselling caution about UltraHD, NPD optimistically believes that the display industry is “racing” to launch more 4K×2K screen sizes and to mobilise production in larger volumes, and even points to the technically excellent but prohibitively priced OLED-based sets being demonstrated. The analyst adds that Sony, LG, Samsung, and Sharp are jostling for 4K first mover advantage along with leading Chinese brands.
Indeed, according to the analyst, China is forecast to lead in demand for 4K×2K TVs, with shipments to grow from 333thousand in 2013 to more than 2.6 million in 2016, leading North America which is projected to see just over two million shipments at that time.
“Initially, we expect to see the highest 4K×2K adoption in China, Japan and Western Europe, as these regions typically prefer the latest highly-featured products,” noted Paul Gray, director of TV electronics research for NPD DisplaySearch. “On the other hand, North American consumers are generally more likely to delay purchases of new technology, like 4K×2K, until prices fall. However, because demand is heavily skewed towards large screens in this market, there is a significant opportunity.”
“The efforts throughout the supply chain for 4K×2K have begun to align,” commented Gray. “Panel-makers are producing 4K×2K screen sizes ranging from 50-110, and there is also a push to increase TV content. The availability of content is key to consumer adoption of 4K×2K TVs, and TV manufacturers are anxious to prevent any potential delays that could stall adoption, as was the case with 3DTVs … As a result, investments are beginning to ensure that 4K×2K content is readily available to consumers.”
Grey did, however, conceded that despite the announcement of a number of proprietary 4K×2K streaming and download services at CES 2013, services from established providers satellite and cable will take some time to evolve.