EXCLUSIVE: Sharp who make Sony’s high end Bravia TV’s will launch a new range of TV’s including 3D models that incorporate brand new LED TV technology, in the second half of 2010 according to Mark Beard who recently moved from Samsung to Sharp as their new Marketing Manager.
The new TV’s will incorporate a brand new technology that delivers a fourth colour to the traditional 3 colour RGB spectrum that is used in most TV’s.
Beard who is currently reviewing the Japanese companies marketing strategies believes that the Japanese Company who was one of the early developers of LCD and LED TV technology is in an excellent position to grow market share “particularly in the premium” end of the flat panel TV market.
Sharp who make their own TV’s in a new multibillion dollar manufacturing plant is set to launch new LED TV technology that adds an additional colour to the spectrum. The technology, which is patented, will not be made available for Sony TV’s according to Sharp executives in Europe.
Dennis Kerr Deputy Managing director of Sharp Australia believes that there are still teething issues associated with the launch of 3D TV’s in Australia and that it will not be till the latter part of 2010, that Australia will start seeing a flow through of 3D movies Blu ray players and related technology.
“The early adopter will have to spend up on a complete range of new kit. From 3D Blu ray player to HDMI cable to a new TV and even then there is only going to be limited content. In the second half of 2010 we will launch a range of systems that incorporate our new Quad Pixel technology. We will also have a new range of 3D TV’s”.
“We have been in the 3D market for a long time. 10 years ago we demonstrated notebooks and PC’s running 3D without glasses and I am confident that or new technology will allow us to deliver a superior viewing experience for consumers”.
Sharp said that their new Aquos televisions would come with a fourth colour and the addition of yellow to the traditional red green and blue will deliver an improved viewing experience.
Most televisions made by the likes of Sony, LG and Samsung use the primary colours – red, green and blue – to generate all the colours that the televisions shows. With Sharp’s latest Quattron technology a yellow sub-pixel has been added.
“The primary objective is to increase the colour spectrum,” said Beard.
Sharp’s European marketing communications manager Martin Arnold said “The TV has always been able to produce yellows – we’re not saying that we’re adding a yellow or a gold colour, but what we’re actually doing is increasing the colour spectrum. Gold’s in particular have always been difficult to replicate on television, so by adding the fourth as a sub-pixel it’s allowing us to increase the colour spectrum from billions of colours to trillions of colours and what that does is it opens up a wider colour aperture,” he said.
“Whereas beforehand TVs struggled to replicate gold’s, Caribbean blues and aqua we more accurately represent those colours to the viewers. We’ve managed to make the red, green and blue sub-pixels 25 per cent smaller and that’s given us the room to add the fourth sub-pixel, so you don’t need any more pixels. What it also does is reduce the jaggedness of the picture because the sub-pixels are smaller.” He added.
Sharp who is one of the biggest manufacturers of LED and LCD TV’s has invested heavily in the proprietary technology found in most LED or LCD TV’s in the world today.
Recently they sued both Samsung and LG for using Sharp proprietary TV technology in their products.
The new Sharp Aquos Quattron range will be released in the third quarter in Australia. Final prices will be confirmed closer to launch.