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Tech Battles Loom in High‐End TVs

July/August 2021 | informationdisplay.org FOR THE PAST SEVERAL YEARS, THE COMPETITION IN THE premium TV market has primarily been a two-horse race between OLED sets made with LG Display’s “white OLED” panel technology and LCD sets that use a quantum-dot enhancement film (QDEF) for improved color performance. The OLED TVs, sold by set-makers such as LG Electronics and Sony, have been viewed by most industry pundits as offering superior performance, particularly in contrast ratio. The QDEF LCD sets deliver similar performance in several key display metrics and generally sell for several hundred dollars less, primarily because of the lower manufacturing cost of LCD panels. That has allowed number one set-maker Samsung Visual Display, which markets its QDEF sets under the somewhat confusing acronym “QLED,” to compete very successfully against OLED at retail. Now the picture for 65-to-85-inch sets with MSRPs of US$1,500 or more has grown more complicated with the advent of two new technologies: miniLED backlighting for LCDs, first commercialized by TCL in fall 2019 (see figure on Contrast control zones), and quantum-dot OLED (QD-OLED), a new panel technology from Samsung Display that could make its way into consumer sets by year’s end. Some of the biggest corporations in the industry also are shifting their near-term strategies, such as OLED leader LG Electronics investing in QDEF and miniLED for new premium LCD sets. “We are really entering the crossroad,” says Yole Développement senior industry analyst Eric Virey. “I don’t think there’s ever been that many technologies competing for what is, in terms of volume, a relatively small market.”