CES: While Others Do 3DTV, Sharp Focuses On Picture Quality First

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CES: While Others Do 3DTV, Sharp Focuses On Picture Quality First

For many leading television manufacturers, CES 2010 marked an occasion for rolling out new 3DTV products. But in stark contrast to its competitors, Sharp Electronics Corporation instead elected to follow the “path less taken” at CES by focusing on new products and technologies specifically geared toward improving picture quality. Given that some show attendees felt 3DTV demos seemed more like examples of techno-gimmickry than an actual step forward for home entertainment, there may be great long-term wisdom in the approach Sharp has taken.

Sharp’s main vehicle for picture quality improvement is what the firm terms QuadPixel technology, described as a “proprietary four primary color technology, which will be employed in several new AQUOS LED LCD TV models introduced at CES, adds (Y) yellow to the traditional (R) red, (G) green and (B) blue, enabling more than a trillion colors to be displayed.” QuadPixel technology will be featured in Sharp’s new LE920, LE820, and LE810-series televisions. Accordingly, Sharp’s marketing slogan for CES, which adorned banners prominently displayed at the Las Vegas Convention Center, simply read, “Hello Yellow.”

An excerpt drawn from the Sharp press release on QuadPixel technology is presented, below.

“…Sharp is introducing a wide assortment of LED-backlit LCD TVs with increased performance, energy-efficient panels and contemporary new designs in the widest array of screen size offerings. Sharp’s four primary color technology truly expands the color gamut, faithfully rendering nearly all colors that can be discerned with the unaided human eye. The technology enables the display to reproduce colors that have been difficult to portray using conventional LCD displays, such as the golden yellow color of brass instruments. When combined with Sharp’s 1080p X-Gen LCD panel, which incorporates UV2A Technology, the displays offer dramatic reduction in energy consumption compared to conventional fluorescent-backlight LCD TVs.”

At its pre-show press event, Sharp showed a range of new QuadPixel sets alongside a comparable earlier generation Sharp model. One of the most readily discernible differences was that, on the new-generation sets, yellow objects or highlights appeared more naturally vivid and more deeply saturated—rather than having a faintly “bleached out” appearance, as on the earlier generation set. Of course, it’s one thing to produce an impressive trade show demonstration in order to make a point, and quite another to build production TV sets that offer meaningful picture quality improvements under real-world conditions. It will be interested to see how Sharp's new-generation sets perform vis-à-vis the suite of colorimetric and other lab tests The Perfect Vision performs as a standard part of its product review process. The Perfect Vision looks forward to reviewing Sharp’s new QuadPixel-equipped TVs once they become available.  

For more information, visit: www.sharpusa.com

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