Category: CES 2010
Published: Wednesday, 06 January 2010 00:00
Written by Shibumi
The Toshiba conference began with the AVP, Maria Repole, speaking about Toshiba’s current marketing standpoint. Collaborating with ESPN Toshiba is reinventing its ad campaign and targeting a younger generation through familiar and humorous content. Keeping in mind the role that social networking plays in the current market, Toshiba has been making efforts to keep the forum open and including video messaging, and social networking in their advertising campaigns. Speaking further, Repole went on to explain Toshiba’s ‘Green’ standpoint. Toshiba’s strategy is called Environmental Vision 2050, where they’re putting emphasis on recycling , tree planting, and a direct collaboration with MRM. Recently, they’ve been awarded with the National Plug into Recycling challenge award.
The president and CEO, Mr. Atsushi Murasawa spoke about the direction of Toshiba's products. Toshiba Green strategy called Enfironmental Vision 2050, putting emphasis on recycling, tree planting philanthropic efforts, collaboration with MRM, awared recently First Nation Plug into Recycling challenge award.
President CEO Mr. Atsushi Murasawa took the stage next, focusing on the television experience in 2010. Introducing the Cell TV in America, it opens a whole new dimension for entertainment. This year has been a year for 3D movies, and Cell TV will bring the ultimate 3D experience into the home for 2010. It has the ability to change 2d into 3d in real time as well. From home movies, to recorded tv shows, will sync up with the bdx-3000 new blue ray player with built in wireless technology allowing to watch anywhere in the home. At the heart of the Cell TV is the cell broadband engine, GFLOPS over 143 times faster than standard gaming machines of today.
Vice President Scott Ramirez was introduced next, discussing the industry trends of 2009. in which the LCD TV industry did 24 million in 2008, and in 2009 had over 27% growth to 30 million units. 2010 is forcasted to be 10% more growth. Although revenue was down 4.5%, 22-23" and bigger than 50 inch is where there's any positive gain in revenue, far outperforming plasma. The prices actually came up on 50-55 inch tvs because of LED televisions. Holiday sales were up 5.9%, annual unit sales up 27%, however, annual revenue is down 4.5%. Consumer Value has come at the expense of Industry Profitability. Consumer Buying Patterns have changed to shopping for benefits and value. Use of broadband of internet connectivity is higher, and streaming video is where the focus is at now. Consmers are getting more connected, PCs, smart phones, blu rays, etc. Cell TV has the power to realize these needs of connecting it all together.
"The processing makes the picture... and the experience." 2010 will see 10 new TV Series 7 are LED, Toshiba Series 6 Series 3 CCFL and 3 LED cinema series, 2 LED series, all with ultra thin designs. Cell TV will be the ultimate TV, but exactly what is Cell TV... not just a TV anymore. The cell engine is 8 core processos each processer is 3.2 ghz, 200 GFLOPS, 10 x faster than a desktop and 143x faster than todays televisions. Super Resolution technology takes video content that is not full HD and makes it look like Full HD, adds in pixels, like audio compression algorithims.
Net Super Resolution+ detects noise compression inherient in internet video, 60 frames are converted into 240 frames, adding full array baclkigh scanning giving 480 scenes per second. Auto view allows auto adjusting to brightness, contrast, gamma, sharpness, color saturation etc. Now there's a color censor built in to get the proper color temperature based on the lighting in the room. This also features built in Wireless HD, draft N, DLNA, USB movie playback, and Net TV Channels (High Value CSPs), Built in Video Phone capabiltiy for VOIP.
Net TV Channels, moves from techonology to content quality and universal access, movies ot music to picutres, and social networking. VOIP will allow it turn inot a video phone as well. Super Resolution Technology maintains high quality video images on super large screens, and it has 1TB HDD for home entertainment server capability, a built in BD player, recorded media onto the HDD for multi room playback, record, download, or transfer from PC, and an RF remote for simple control from any room. This 3D TV for the next generation, plus tri vector real time technology that uses Frame Sequential System, 480hz in 2d mode becomes 240hz for each eye when in 3d mode and uses active shutter 3D glasses. This can take take anything we watch and turn it into 3D, and makes 3D TV usable every day from day one. tv programes, BD movies, home movies, vdieo games, all of it.
The Panel KIRA2 Super Local Dimming LED technology is going to be better than anything on the market. 512 zones, 5x current LED, higher 1,000 cd/m2 brightness deeper 9m:1 dynamic contrast; black is blacker and white and whiter.