Analysis of the Market Status of 3D TV

The great success of last year's film "Ah Dae" has set off a global 3D trend. Major TV makers of the brand have exerted their arrogance, and Swords refers to 3D TVs. They seem to dominate the market. However, a year has passed and sales of 3D TVs have failed to achieve the expected results as expected in movies. What causes them after all? How do manufacturers get out of the downturn?

I. Market Status of 3D TVs

Insufficient sales in 2010

As an emerging product, the “cold encounter” at the beginning of the listing is still understandable and calm, and through continuous technological innovation and price reduction, although sales have achieved some improvement, there is still a large gap from the expected value.

According to consumer feedback, every time you look at 3D TVs, you must wear special glasses. It is very uncomfortable and you may even feel dizzy. On the other hand, although the price has declined, it is still unacceptable for most consumers and it is prohibitive.

Plasma wants to borrow 3D Dongfeng rebound

In the flat-panel TV market, the LCD is basically the only one, the plasma almost lost the final position, the data show that plasma TV stopped the downward trend in the second half of last year, in the 8-10 month production and sales of plasma TVs rebounded, year-on-year growth More than LCD TVs. Industry analysts said that this is related to the promotion of 3D TV.

Compared with LCD, plasma has its unique advantages in 3D TVs. The refresh rate is obviously higher than that of LCD TVs, and the viewing effect is more smooth.

2. The visual range is wider. The viewing angle of the liquid crystal is about 130 degrees, and the viewing angles of the plasma 3D television up and down can reach about 160 degrees.

3. The plasma's color reproduction ability is strong and the light emission is uniform, giving people a sense of heavy color and a strong sense of hierarchy, which is precisely the deficiency of the liquid crystal.

3D nudity is not a "god horse" but still a "cloud"

Dropping glasses to watch 3D TVs directly is believed to be the wish of many people. It is technically possible to achieve them. Unfortunately, it is impossible to mass-produce the products. The main reasons for this are cost and 3D source. The cost of naked-eye 3D TVs has grown exponentially with size, and the production cost of naked-eye 3D movies is quite high.

Second, the development bottleneck of 3D TV - technology, content and price

The price of tens of thousands of 3D TVs has deterred many people, and the scarcity of 3D video content has made more people wait and see. Buying or not buying is a problem. If you can buy it, it is a problem. How to solve these two problems is a major issue facing manufacturers.

First of all, technically understand the characteristics of 3D TV. The current 3D TVs mainly use two major technologies: polarized and shuttered. Both technologies have their own advantages and disadvantages.

Polarized 3D technology is characterized by its light weight and low cost. The disadvantage is that the resolution of the picture is reduced by half the original resolution and it cannot achieve true full HD brightness.

The advantage of the shutter type is that it can maintain the original resolution of the screen and can achieve the effect of full HD. The disadvantage is that it is easy to cause viewers to feel nauseous, dizzy and uncomfortable, and the glasses are expensive.

Currently, 3D TVs, which are relatively popular on the market, are mainly shutter-type. There is also a large number of brand-name sales in polarized light. How to solve the technical deficiencies and reduce the price to a level acceptable to a wide range of consumers is a problem that most manufacturers need to solve. problem.

Second, the lack of 3D video resources is also an important factor restricting the promotion of 3D TV. There are very few 3D videos that can be seen on the market. 3D fans can only walk into the cinema to experience the extraordinary feelings of 3D movies. The 3D Journey to the West was broadcast on television last year. Although the 3D content of each episode is less than 10 minutes, it is at least a kind of progress. I believe that this type of video resources will become more and more abundant in the future, playing a catalyst for the popularity of 3D TVs. effect.

Third, the favorable factors - the standard will be introduced

The surging market of 3D TV has also aroused the attention and support of government departments.

"While the government and industry associations will focus on encouraging and supporting the development of 3D TVs during the 12th Five-Year Plan period, a number of industry standards will be formulated this year, which will provide evidence for the development of the industry." Deputy Secretary-General, China Electronics Television Industry Association Hao Yabin said recently. This is undoubtedly a good factor for the development of 3D TV.

“Without rules and scope,” the major manufacturers almost exclusively promote their own 3D TVs in their own right, and the market is rather chaotic. The inconsistency of standards has become another limiting factor in addition to technology and content.

The key to the healthy development of the industry lies in the unification of standards. According to the technical characteristics of 3D TV, such as shooting technology, video format, signal transmission and other related standards system, regulate the development of the industry, make the 3D TV market more mature.