With the evolution of consumer demands and the push towards premium offerings, large screen sizes, innovations in picture quality, and advancements in manufacturing processes are creating fresh opportunities within the color TV market. Recent data from Ovid Cloud Network reveals that during the first half of 2017, the penetration rate of Ultra High Definition (UHD) products reached 58%. Additionally, the adoption of 55-inch large screens hit 40%, while smart product penetration stood at 85%. The color TV industry has transitioned into a phase marked by high-level competition driven by technological progress.
Among these developments, the pursuit of 8K technology has emerged as a significant trend in both the home appliance sector and the television industry. Many major appliance companies are now investing in 8K technology. Recently, Sharp, a renowned TV brand, announced its plan to launch the first consumer-grade 8K TV models at the end of August.
What exactly does 8K TV signify? Several home appliance companies are leveraging 8K technology to push the boundaries of premium color TVs. Compared to the prevalent 4K technology, 8K boasts superior capabilities. Industry experts at the China Household Electrical Appliances Research Institute highlighted that 8K technology achieves a pixel resolution of 7680×4320, translating to 7680 effective pixels horizontally and 4320 vertically. This equates to four times the resolution of 4K, offering an unparalleled picture quality experience.
This advantage has led Japanese broadcaster NHK to plan 8K live broadcasts during the 2020 Tokyo Olympics. Previously, telecom giants like China Telecom have deployed Gigabit broadband networks nationwide to support the proliferation of 8K TVs. Additionally, experts from the China Electronics Standardization Institute mentioned that our country is establishing ultra-high definition television industry standards.
Despite these advancements, the reality of the TV industry is that screens are moving towards higher resolutions. Coupled with improvements in LCD panel production and the widespread adoption of advanced technologies, the cost of TVs with similar specifications has steadily decreased over time. As per the "Moore's Law," 4K TVs today are priced similarly to Full HD (FHD) TVs from several years ago. Thus, 8K TVs are expected to become mainstream sooner rather than later.
But when exactly will this shift occur? Will it be tomorrow, soon, or further down the road?
It's crucial to understand that 8K isn't just about TVs; it represents a comprehensive ecosystem. Discussing the current state of 8K inevitably brings up the ongoing critique surrounding 4K film sources. While consumers purchase 4K TVs, they often cannot enjoy the full benefits due to the lack of complete 4K content. This hesitation within the industry regarding 8K is fundamentally rooted in content scarcity. However, content is merely one challenge among many that 8K faces in the future. What truly determines its future success is whether the entire industry can collaborate to create an 8K ecosystem.
According to industry insiders, a perfect 8K ecosystem should encompass the following elements:
1. A complete industrial chain from upstream LCD panel production to after-sales services.
Dr. Tian Renhe from the Institute of Electronics of the Chinese Academy of Sciences noted, "Technological leadership doesn’t necessarily translate to consumer adoption." 8K technology has stringent requirements—7680×4320 progressive scan resolution, 22.2 channels, and naked-eye 3D display technology—demanding improvements across the entire supply chain. Yet, currently, there’s no formal announcement of any vendor having a complete 8K technology industrial chain.
Looking at global LCD panel production lines, it’s quite rare to find a line capable of producing 8K LCD panels. Perhaps this presents an area for future growth. For now, who can master the production of 8K LCD panels, integrate them into TV R&D and assembly, and ensure after-sales service remains a key question in the 8K market.
2. Recognition of photographic equipment by the industry.
Dr. Tian Renhe explained that the lack of suitable photographic equipment naturally results in a severe shortage of 8K video technology. Presently, the resolution requirement for 8K video technology stands at 33 million pixels, whereas most full-frame SLR cameras on the market offer around 24 million pixels. In other words, even for still photography, most SLR cameras fail to meet 8K video standards, let alone for actual video recording.
However, it’s noteworthy that the 2017 film "Guardians of the Galaxy Vol. 2" utilized 8K camera technology. The director chose 8K filming because it allows more room for post-processing and visual reconstruction, particularly in converting 2D images into 3D-like visuals, achieving more realistic outcomes. Although cinemas ultimately project an 8K video source, the popularity of 8K video cameras depends significantly on the endorsement of industry professionals, including filmmakers.
The lack of affordable 8K cameras directly impacts the availability of 8K content, indicating that 8K is not yet ready for prime time. It also hinges on whether high-profile directors recognize its potential.
3. Are there manufacturers for 8K processors?
"8K technology places heightened demands on video components like processors," Dr. Tian Renhe emphasized. Current mainstream image processors must be redesigned to address issues related to high heat generation and massive data processing.
This challenge acts as a double-edged sword. Proper utilization could drive advancements in display equipment, computer hardware, and applications. Mismanagement might compromise user experiences. The success of partnerships with tech giants like Intel, Nvidia, and Qualcomm in building ecosystems also influences whether 8K is prematurely introduced.
4. Content, content, and more content.
Compared to hardware demands, the market is more concerned about the content and cost associated with 8K technology, particularly the scarcity of 8K content.
"Content and display terminals are mutually dependent. While display technology for 8K has advanced, content remains largely absent," experts from the China Electronics Standardization Institute remarked. Even with China's ongoing efforts to construct a 4K ecosystem, ultra-high-definition film content remains limited. Consequently, 8K content surpassing 4K technology is even rarer. Without content, terminals are irrelevant; without terminals, content gathers dust. Ideally, content and terminals should develop in tandem, but they belong to different industries. Only synchronized development can align ideal resources for consumers.
In summary, rather than debating whether 8K TVs are worth purchasing, it’s more constructive to discuss how the 8K industry will evolve. Simply launching a single 8K product might be premature. Learning from the trials and tribulations of 4K TV development provides valuable lessons for 8K’s future. Solving these challenges will ensure 8K’s arrival.
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