Great Expectations For 4K
Larson: At TCL, we will continue to provide the combination of advanced technology with great value that we’ve been delivering across the world for decades. UHD is no different. It demands the best-possible performance with a price point that the consumer can accept. TCL was the first brand to offer a $999 price point in 4K last summer, and you can expect us to continue to deliver excellent value in both 2K and 4K televisions.
Alessi: With Ultra HD, we have a unique story to tell because we use the IPS panel; that’s a core value for UHD. The customer gets benefits like more accurate color and a better viewing experience from any angle. If you move off axis on a standard VA-type panel that other manufacturers use, you’ll start to see color shift and loss of contrast and brightness. With the IPS panel, you maintain more color accuracy, contrast and brightness even as far as 60 degrees off axis. Especially since UHD is popular in larger screens, it’s likely people aren’t going to be sitting dead center, but two or three abreast on a couch—and you’ll still get a great viewing experience. We’ll emphasize IPS at retail, on our web site and in our marketing materials. The other thing is our upscaler. Now, there isn’t a lot of native 4K content other than Netflix’s streaming of House of Cards. Most content will be non-native 4K, so the upscaler quality will play a great role in the overall satisfaction. We believe we have a superior solution. We use a sophisticated six-step process that takes the incoming signal and upscales it to 4K in a way that provides a picture close to native 4K without adding artifacts. We’ve gone a step further this year with our Tru-Ultra HD Engine Pro. On our premium series, we emphasize sound; our flagship 9800 series has sound design by Harman/Kardon. And all our UHD series we’ve announced now have our webOS Smart TV operating system. The early reaction has been strong. People recognize the simplicity it offers in navigation the Smart TV platform, discovering new content, and being able easily to switch among content without having to go in and out of layers and search multiple apps. Combined all together, we think we have a really strong story to tell customers at retail and get them to buy an LG Ultra HD set.