Sony on track to ship first OLED TV

[Amon37]

Sony On Schedule To Ship Revolutionary HDTV Display





The company said its technology is superior to rival HDTV displays because it uses materials similar to those used by fireflies to emit light, rather than depending on a backlight.

By Antone Gonsalves
InformationWeek
Apr 12, 2007 05:14 PM


Sony plans to ship this year a high-definition TV that uses display technology that promises to one day replace the LCD and plasma screens used in today's HDTVs.

Sony on Thursday confirmed that it would release the 11-inch TV with an organic LED display in Japan first. If the TV ships as scheduled, Sony would be at least two years ahead of rivals Toshiba and Panasonic, which is owned by Matsushita, analysts said.

OLED, or organic light emitting diode, is a superior technology to rival HDTV displays because it uses materials similar to that used by fireflies to emit light, rather than depend on a backlight. As a result, the picture is brighter, of higher contrast, and has better color than what's seen on today's LCD and plasma screens. "OLEDs pop," said Sam Bhavnani, analyst for Current Analysis. "There's definitely a wow factor when you see the picture."

In addition, the cost of manufacturing OLED displays is expected to eventually be less than today's competitors, because the former uses fewer materials, such as no backlight, color filters or polarizer, said Barry Young, an analyst for market researcher DisplaySearch. In addition, OLED displays are far thinner and lighter than the other technologies. Sony's 11-inch screen is 3 millimeters thick.

If the price of OLED displays falls below, or is at least on par with, LCDs and plasmas, then it would make the other technologies obsolete, analysts say. That scenario, however, will take years. The reason is it will take time for TV makers to refine the high-volume manufacturing process. In the meantime, as cheaper OLED TVs hit the market, LCD and plasma makers are sure to drop prices, extending their products' life cycle.

There's also the issue of size, which does matter in the TV market. It'll probably be 2009 or 2010 before Sony starts making a 25-inch display, which is the minimum needed to compete in today's market, Bhavnani said. Many people today buy HDTVs in the 37- to 42-inch range.

Nevertheless, "OLED has the potential in the long term, a period of 10 to 15 years, to become the mainstream TV," Bhavnani said.

Sony, however, isn't waiting. The company trailed in the LCD market for a while after failing to recognize consumer preference for large screen LCD TVs before competitors, Young said. Sony, however, partnered with Samsung three years ago, and the joint venture is now the biggest seller of LCD TVs in terms of revenue.

Sony first showed off its 11-inch OLED TV, along with a 27-inch prototype, in January at the Consumer Electronics Show in Las Vegas. "The reaction was extremely positive," said Young, who was at the show. "People were crowded around it for hours."

The reaction was so good that Sony chief executive Howard Stringer put the project on the fast track, Young said. "Stringer took a dormant program, and put money into it."

Sony's first OLED TV, besides being too small, is expected to be very expensive, in comparison to other HDTVs. "What they've done is really for demonstration purpose to show that they can do it," Young said. Despite its limitations, if the TV gets a strong enough reception in the market, then Sony is expected to move quickly making 20- to 30-inch screens.

In the meantime, Toshiba and Panasonic are working jointly on OLED TVs through their company Toshiba Matsushita Display Technology. While they would like to get a product out in 2009, the companies are still in the research and development stage and haven't committed to a timeframe for TV production, Young said.

While new in TVs, OLED screens have been used for years in mobile phones, MP3 music players and automobile consoles. Kodak developed the technology in the late 1980s.

[Maximus]

This is going to be big, along with FED, expect Sony to dominate the next generation of TV technology. They seriously have too much talent to be messing about with LCD and RP anymore, their engineers should relish the challenge.

[Shu76]

It'll be ages before they make a 50+ OLED TV..I think I might have to buy something else instead.

[nhaase]

Originally Posted by Maxpower1987

This is going to be big, along with FED, expect Sony to dominate the next generation of TV technology. They seriously have too much talent to be messing about with LCD and RP anymore, their engineers should relish the challenge.

I bet their engineers do relish the challenge, but they still need profits to fund the research, so they can't completely scrap the proven technologies.

[WriteSimply]

I guess 11" is for laptops? 1080p at 11". Oy!

Supposedly Toshiba and Canon are aiming for 55" for SED by 2008. If that's the case, OLED is really really slow. They need to ramp it up.


fuad

[Longshot]

OLED appears to be the future but were talking at least 3-4 years before they are big enough and affordable enough for mass market penetration.

[jorg]

Originally Posted by Shu76

It'll be ages before they make a 50+ OLED TV..I think I might have to buy something else instead.

actruly there has been a 40 inch proto typ made 2 years ago with 720p resolution.


http://www.oled-info.com/oled_tv/sam...im_ultra_sharp

[Blackraven]

You can visit the OLED Tech thread at AVS forums:
http://www.avsforum.com/avs-vb/showthread.php?t=681125

Isochroma, your OLED guru, will be there to assist you in case you have any queries or questions regarding OLED technology.

-------------------------------------------------
For instance, here's the latest news so far:
Sumitomo Chemical to produce OLED panels in 2008, says paper
http://www.digitimes.com/displays/a20070414PB203.html

Lifespan increase for OLED materials (as of March 2007)
http://www.cdtltd.co.uk/press/curren...leases/602.asp

Yup. It's all good news now.

Pero if you want the latest OLED news and discussion on OLED technology (for HDTV), then the OLED thread at the AVS forum really is the place to go:
http://www.avsforum.com/avs-vb/showthread.php?t=681125

[Shin-Ra]

I wonder if the technology is far enough along to provide the quality and low price needed for a very small display, like the PSP's for example. The increased power efficiency would be incredibly useful.

OLED displays are already being used on digital cameras etc aren't they?

[Filterlab]

OLED was used in Sony's Walkman rival to the ipod I believe. I think the display was the only part that didn't get trashed by the critics.