Trendy vo vývoji. Mário Lelovský Riaditeľ BaSys Czech&Slovak Predseda Asociácie dovozcov a výrobcov AV techniky SR

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1 Trendy vo vývoji technológie TV obrazoviek Mário Lelovský Riaditeľ BaSys Czech&Slovak Predseda Asociácie dovozcov a výrobcov AV techniky SR

2 Televízia v domácnosti = Obsah + Forma Televízor a obsah musia spolu vychádzať Kvalita oboch by mala byť porovnateľná Obsah: Fyzické nosiče: VHS, DVD, Blue Ray, gaming,... Televízne vysielanie (vzduchom terestrial/sat, káblom,...) Vývoj v posledných 20 rokoch... Prístroje predbehli v kvalite Obsah Aktuálny vývoj... Obsah konečne dobieha prístroje Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

3 Prečo HD? Zákazník požaduje kvalitu Prieskum u zákazníkov Zdroj EBU European Broadcasters Association Sledovacia vzdialenosť = 2,7m Otázka: Ako hodnotíte kvalitu obrazu, na ktorý sa pozeráte? Výsledok: výrazný rozdiel vo vnímaní vysokokvalitného obrazu Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

4 Trendy fyzické nosiče a vysielanie Diskové a iné nosiče budú ustupovať vysielaniu a tiež službám na požiadanie Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

5 Home Video Business in Europe Source: Understanding & Solutions Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

6 Trendy fyzické nosiče a vysielanie Diskové a iné nosiče budú ustupovať vysielaniu a tiež službám na požiadanie... Ak: Kvalita obrazu a zvuku bude porovnateľná alebo lepšia Dostupnosť HD vysielania bude výborná Konektivita/kompatibilita prístrojov s vysielaním bude zaručená Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

7 Vývoj na trhu TV obrazoviek v EU Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

8 LCD/Plazma TV predaj v Európe Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

9 Vývoj na trhu TV obrazoviek Celosvetovo: mio ks 77 mld EUR mio ks 76 mld EUR Kvalita oboch by mala byť porovnateľná Obsah: Fyzické nosiče: VHS, DVD, Blue Ray, gaming,... Televízne vysielanie (vzduchom terestrial/sat, káblom,...) Vývoj v posledných 20 rokoch... Prístroje predbehli Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007 Obsah

10 Vývoj na trhu TV obrazoviek Európa a HD Ready obrazovky v domácnostiach: mio mio z toho 10% HDTV mio z toho 35% HDTV Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

11 Vývoj technológií TV obrazoviek Kľúčové požiadavky: Veľkosť uhlopriečky Rozlíšenie obrazovky Kvalita obrazu a zvuku Nové technológie pre zobrazovanie Prevedenie a dizajn Spotreba Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

12 Veľkosť uhlopriečky TV obrazoviek Do cm cm cm Ďalej max 130 cm / 50 vzhľadom na veľkosť obývačiek v Európe Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

13 Rozlíšenie TV obrazoviek Do 2004 SD Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

14 Standard Definition (SD 576i or 576p) (one cell = 100 pixels) Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

15 Standard Definition (SD 576i or 576p) (one cell = 100 pixels) Slide for 16/9 format! Internal Roll-Out, Aug 2007

16 Rozlíšenie TV obrazoviek Do SD HD Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

17 High Definition Ready (HD Ready 720p) (one cell = 100 pixels) Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

18 High Definition Ready (HD Ready 720p) (one cell = 100 pixels) Slide for 16/9 format! Internal Roll-Out, Aug 2007

19 Rozlíšenie TV obrazoviek Do SD HD HD Full HD / HDTV Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

20 Full High Definition (Full HD 1080p) (one cell = 100 pixels) Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

21 Full High Definition (Full HD 1080p) (one cell = 100 pixels) Slide for 16/9 format! Internal Roll-Out, Aug 2007

22 Rozlíšenie TV obrazoviek Do 2004 SD HD HD Full HD / HDTV Ďalej max HDTV... Podľa vývoja v oblasti obsahu Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

23 Full High Definition (a ďalej) (one cell = 100 pixels) Full HD Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

24 Kvalita obrazu a zvuku Nástup nových technológií na zvýšenie kvality obrazu ako: Upscalling Práca s farmabi a teplotou farieb Úprava ostrosti a hĺbky obrazu Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

25 Vývoj technológií TV obrazoviek Nové technológie zobrazovania: LCD Plazma OLED SED, Mikroprojekcia a pod... Vzhľadom na hosp. krízu je možné očakávať oneskorenie viacerých nových technológií Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

26 Vačšie, tenšie a krajšie! Panasonic, plasma 24mm 25kg(concept level) Hitachi, plasma 40mm (concept level), LCD 40mm (Introduce 08Q1) Samsung, LCD 40mm (concept level) Sony, OLED 11 3mm (Introduced), 27 10mm (concept level) Pioneer, Plasma 9mm thick New design challenge from less element black concept that Pioneer original. Samsung, Glossy black finish fused with a red color. Sony, Sharp also go out of less element black concept. Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

27 Samsung Plasma Series 7, 5, 4 Plasma Series 7 design, 58 Plasma Series 7 (50, 58, 63 ) and 5 (50, 58 ) New design, glossy black with red. Plasma Series 4 design, 50 Plasma Series 4 (42, 50 ) Bordeaux+ design, keeping last year design. Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

28 Samsung Ultra Slim LCD TV World largest ultra high definition LCD, 46 4K2K OLED, 31 Internal Roll-Out, Aug 2007

29 Design concept Samsung Black concept Black with red accent Pioneer Piano black with less element concept Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

30 Panasonic World largest Plasma, 150 4K2K Plasma slim concept model, 24mm 25kg One remote operation with wireless Internal Roll-Out, Aug 2007

31 Hitachi 1.5 thickness LCD TV, introduce 08Q1 Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

32 Hitachi 1.5 thickness Plasma, concept model User interface proposal and wireless solution Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

33 Sony Sony BRAVIA, XBR series New design challenge Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

34 Sony OLED, 11 3mm thickness OLED, 27 10mm thickness Wireless solution by AMIMON Internal Roll-Out, Aug 2007

35 Sharp Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

36 Pioneer Plasma advanced design concept model, 50 9mm thickness, 18.6kg Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

37 Pioneer Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

38 Vývoj technológií TV obrazoviek Sony OLED TV Zatiaľ v malých formátoch Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

39 Vývoj technológií TV obrazoviek Spotreba bude musieť klesať s energetickou krízou EU bude zavádzať smernice pre Stand-By režim TV sú prakticky stále zapnuté Šanca pre vysielateľov Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

40 Vývoj technológií TV obrazoviek Záver Rast plochých TV s obrazovkami s vysokým rozlíšením je mohutný Vysielatelia majú k dispozícii dostatočné vybavenie domácností ab ich zaplavili kvalitným (aj z hľadiska samotnej kvalitu obrazu a zvuku) vysielaním. Ďakujem za pozornosť! Internal M.Lelovsky, Roll-Out, BaSys Aug CS 2007

41 What s HD?

42 Demo SD Quality vs. HD Quality Look for: On fishing example difference is clear Pay close attention to the detail of the rocks and the trees In other examples, difference is much harder to see Internal Roll-Out, Aug 2007

43 Upscaling Challenge

44 Upscaling Challenge SD (PAL 576p) = 720 x 576 = 0.41 mega pixels Internal Roll-Out, Aug 2007

45 Upscaling Challenge Slide for 16/9 format! SD (PAL 576p) = 720 x 576 = 0.41 mega pixels Internal Roll-Out, Aug 2007

46 Upscaling Challenge SD (PAL 576p) = 720 x 576 = 0.41 mega pixels HD Ready (720p) = 1280 x 720 = 0.92 mega pixels Upscaling SD to HD Ready means # pixels x 2,2 Internal Roll-Out, Aug 2007

47 Upscaling Challenge Slide for 16/9 format! SD (PAL 576p) = 720 x 576 = 0.41 mega pixels HD Ready (720p) = 1280 x 720 = 0.92 mega pixels Upscaling SD to HD Ready means # pixels x 2,2 X 2.2 Internal Roll-Out, Aug 2007

48 Upscaling Challenge SD (PAL 576p) = 720 x 576 = 0.41 mega pixels Full HD (1080p) = 1920 x 1080 = 2.07 mega pixels Upscaling SD to Full HD means # pixels x 5! Internal Roll-Out, Aug 2007

49 Upscaling Challenge Slide for 16/9 format! SD (PAL 576p) = 720 x 576 = 0.41 mega pixels Full HD (1080p) = 1920 x 1080 = 2.07 mega pixels Upscaling SD to Full HD means # pixels x 5! X 5 Internal Roll-Out, Aug 2007

50 Upscaling Challenge How to decide what to put in added pixels? Simplest copy what is immediately adjacent Leads to very jagged edges Initial Image Pixels added Blank Pixels filled By copying adjacent pixels Internal Roll-Out, Aug 2007

51 Upscaling Challenge Good Scaling Looks at more than immediately adjacent pixels More pixels considered, better job scaling The farther you look, the smoother the transition Considers trends Requires significant processing power (=!) Best scaling looks into the future Internal Roll-Out, Aug 2007

52 Demo Scaling (1) Real life example of how scaling must add pixels Look for: Zooming in on water drop highlights all the different color possibilities for the blank pixel Can consider pixels in multiple directions and time Internal Roll-Out, Aug 2007

53 Demo Scaling (2) Example of poor scaling from the movie Rent Begins at native DVD resolution, and begins to scale to HD resolution At close up of the singer, note the noise evident on face and around hair Internal Roll-Out, Aug 2007

54 HDMI Next generation SCART Digital AV Connector Video: 576, 720 or 1080 (p or i) Audio: Dolby TrueHD, DTS-HD Supports High-Bandwidth Digital Content Protection (HDCP) Allows upscaling of content Small Plug (USB-like) Simplay HD Certification Internal Roll-Out, Aug 2007

55 High Definition Content: Satellite Broadcasting

56 Satellite is available (almost) everywhere Internal Roll-Out, Aug 2007 Source: Astra (Satellite Provider)

57 New SAT channels available today Internal Roll-Out, Aug 2007

58 New SAT Receivers Forecasts in Europe Only 10% of LCD/Plasma TVs in 2010 Internal Roll-Out, Aug 2007 Source: Astra (Satellite Provider)

59 High Definition Content: High Definition DVD

60 High Definition DVD What is it? Blue Laser DVD s deliver movies in High Definition (HD) There are two competing formats HD DVD and Blu-ray Both technologies play their respective HD resolution DVDs and standard DVDs Both upconvert regular DVDs to closely match an HD television. An HDTV is required to see the benefits of a Blue Laser DVD player Players in either format are only available as components and not as allin-one integrated solutions Internal Roll-Out, Aug 2007

61 High Definition DVD Format War Internal Roll-Out, Aug 2007

62 Movie Studios? Blu-ray Disc has superior format support 85% of studio share supports Blu-ray Disc Disney supports Blu-ray Disc exclusively Universal supports HD DVD exclusively Paramount announced HD DVD exclusive support Internal Roll-Out, Aug 2007

63 HD Titles in US UK France Internal Roll-Out, Aug 2007

64 HD Players on European Market Players Availability in Europe Blu-ray Samsung BD-P1000 (700 EUR, used to be 1,300 EUR 3 months ago!) Panasonic DMP-BD10 (1,000 EUR) Sony BDP-S1 (1,000 EUR) HD DVD Toshiba HD-E1 (600 EUR) (1080i max!) Toshiba HD-XE1 (1,000 EUR) (no stock in dealer stores!) Dual Players LG BH100 (1,400 EUR) (no stock in dealer stores!) Coming: Dual Player: Samsung Duo HD BD-UP5000 Blu-ray: Panasonic DMP-BD10A announced at 450 EUR Pioneer BDP-LX70 in June 2007 for 1,500 EUR (high end player!) Internal Roll-Out, Aug 2007

65 HD and Gaming

66 CE, gaming and PC industry supporting HD Internal Roll-Out, Aug 2007 Source: Understanding & Solutions

67 Conclusion

68 Thank you!