Da Fa added a fire to the OLED TV industry on the eve of the outbreak.

category:Internet
 Da Fa added a fire to the OLED TV industry on the eve of the outbreak.


At the CES exhibition in January this year, SONY announced the new OLED A8F, 2018, on schedule. However, according to the main A8F configuration published by SONY, we will find that it has not been significantly upgraded with the previous A1. This is not only very rare in the history of SONYs products, but also extremely rare in the entire consumer electronics field, because a new product that has not been upgraded by hardware and hardware is used as a new years new product. It is clearly not in line with modern business logic. The question has been clear until the A8F price is announced on AWE in March: SONYs positioning for A8F is not a A1 upgrade, but it can be seen as a brother version of A1 aimed at the OLED market that is on the eve of the burst of growth. But SONYs official statement still puzzles a lot of people, and the reason is simple - the price of A8F is too aggressive to A1, and its hard to believe that there is no difference in hardware and software between them. Because SONYs A8F listed price is 55 inches, 15 thousand and 900 yuan, 65 inch 25 thousand and 900 yuan; and A1, which has been listed for nearly a year, has gone through several price adjustments, and the price is still above 21 thousand yuan and 31 thousand yuan. So is A8F really like SONYs official saying, and A1 does not show any difference in performance and functionality? Is there only a difference in design style? I believe many people who care about TV and OLED TV technology are very concerned about this topic. Core painting: the continuation of A1 In 2018, although the real 4KHDR online video programs in China were still small, a certain number of 4KUHDHDR Blu ray films were easy to buy. In fact, 7 of the 8 Oscar films, which had won the prize in 2016, used HDR technology. HDR as a technology to improve the quality of picture itself does not conflict with 4K technology. In addition, with the popularity of the new generation of game hosts represented by PS4PRO, a lot of HDR technology game content has emerged, which also makes the A8F type display devices really have an application scenario. About HDR HDR is one of the hottest technologies in the field of color TV. Its main role is to improve the brightness of the device to reproduce the scope. But in order to realize the real HDR, in addition to the support of the display device, we need to adopt the specification defined by HDR in the program source and transmission links. At present, a lot of HDR flags on the market in fact only have the ability to play HDR for video signals, and do not have a real sense of HDR display. In the real world of physics, the brightness of the moonlight is about 0.01 to 1nit, the brightness of ordinary indoor lighting can reach 100nit, and the brightness in daytime sunlight can reach millions of nit. But the traditional standard luminance range (SDR) can display a range of only 0.01 - 100nit, which leads to a far less luminance than the real world when the human eye looks at the TV screen. In addition, scientists also found that with the improvement of the dynamic range of display equipment brightness, the human eyes perception of color will also increase significantly. This is another advantage that HDR technology can bring to display devices. It should be noted that HDR on TV and HDR on camera and mobile phone are not the same thing. The latter only superposes the photos of different exposure values to show more details of the image by narrowing the contrast of the brightness of the picture, which is actually equivalent to narrowing the range of the brightness of the image, while the HDR technology of the TV is the dynamic range of the brightness of the image. In short, the HDR captured by the camera is quite fake, and the HDR displayed by the HDR display device is closer to the real scene when shooting. We tested A8F in the professional movie mode to play the 4KHDR version of speed and passion 8, heteromorphic contract and the source of SDR. (4KHDR) Despite the same clarity, the facial details of the characters are very clear, but HDR makes the picture more clash. (4KSDR) (4KHDR) In addition to the overall picture quality changes, HDR also enhanced the details of the image, paid attention to the reflective points on the window glass, visible light shape in the HDR mode, and only overexposed in the SDR mode. (4KSDR) (4KHDR) The car chase, the flame color of the engine, the back light of the black car body, these details, there is no HDR contrast very large, at a glance. (4KSDR) (4KHDR) HDR not only enhances the color performance, but also makes the image more three-dimensional and real. Notice that there is a lot of dark and crisscross buildings underneath the picture. The details of the dark part are not lost under HDR, creating a more real effect than SDR. 2017 blockbuster speed and passion 8, A8F after opening HDR mode, the overall picture quality has changed dramatically. (camera tolerance is not enough to accurately reproduce the range of A8Fs brightness, for example, there is little detail in the dark area of the lower left corner of the above picture, but the abundance of details in the actual viewing is unforgettable). And HDR10s 4K version of the profiled contract. There are a lot of dark scenes, such as a spaceship with a vast and deep background, a dark cloud of planets, and a scene of Davids nest, which has later occupied a lot of space. This not only embodies the characteristics of HDR, but also shows the technological superiority OLED is good at - million level contrast. After the advent of HDR technology, a large number of Hollywood animators were welcomed. The other is that cartoons tend to use more colors, including colors that are difficult to see in nature, and the high color of HDR just caters to their needs. Although a lot of details have been lost in the process of camera shooting and image compression, in the dream ring travel notes, the rich color, fine gradation effect, subtle light and shadow, clear details, even after the double loss of camera screen and image compression, can still be shown in the image. One or two. Pay attention to the dark shadow gradation effect of the white circle A, and the details of the red circle B. (1080iSDR, turn off the HDR function of A8F) (1080iSDR, open the HDR function of A8F) Popular science, to watch the real HDR content, HDR display equipment is not enough, from the content of the shooting, production, storage, and then to transmission, the entire link, compatible with the HDR specification. Facing the non HDR (SDR) video content, SONYs countermeasure is to use its own image processing black technology X1Extreme4KHDR image processing chip to optimize, and the premise of optimization is based on the principle of true, and will not let the image lose its intention in order to highlight the contrast of brightness. (game mode, open A8FHDR function) HDR can not only enhance the visual effect of the video, but also bring amazing changes to the experience of the game. Wanda and colossus are one of the games that support native HDR effects on PS4PRO. We can see the dramatic changes in the performance of the game screen before and after the opening of HDR. (close the game HDR) After opening the HDR mode, the authenticity of the screen is greatly improved. The image also becomes more stereoscopic (notice the change of cloud effect on the left side of the bridge and the background). It is no longer a thick CG style. (PS4PRO+A8F combination, the most impressive thing is the substantial increase in the realism of the game screen). Compared with HDR images based on real shooting, the game engine can directly render more visual impact images from GPU. A1 has been praised by many PS4 players in the fields of color and HDR. The new A8F continues the excellent performance of A1, and it will automatically switch to the game mode when accessing PS4Pro, automatically match the HDR settings and carry on the 14bit smooth gradient processing to the image. For the majority of game fans, it is no doubt also a huge positive news. Sound quality Television produces sound through the vibration of the screen itself, and SONY will call it the screen sound field technology that has never appeared in the mass market before similar technologies and products. A8F uses the same A1 screen sound field technology, so it also does not use the speakers on traditional televisions. The device that drives the screen sounding is hidden behind the fuselage, and the overall sound quality is not significantly different from that of A1 after listening. We have selected a section of speed and passion. Through dialogue, we can clearly feel that the noise from the crowd of people, apart from the protagonist Dicer in the front of the screen, comes from the screen, and the sound is very stereoscopic. Of course, when you listen carefully, you will also find that the location of sound will correspond to the movement of the subject in the picture. This is also the secret of Da FA. Appearance From the official map of SONY, we can have a more direct understanding of A8F. The upper side is A1 last year, while the lower one is the latest A8F. NetEase technology, who interviewed A8Fs executive director at CES at the beginning of the year, was told that A8F was thinking more about returning to the traditional TV design language when it was designed for industrial design. Because of their consumer surveys, they found that some of the consumers were not so adaptable to the A1 avant-garde industrial design, and finally decided to use the SONY classic design language on the A8F. A8F uses the A1 - consistent screen sound field (AcousticSurface) technology, its screen can achieve direct sound, so A8F does not configure additional speaker units. Thanks to this, A8F is able to achieve almost the same narrow border and fuselage thickness as A1. It would be no exaggeration to call it the most popular word in the mobile phone industry, calling it full screen TV. Although the price is much cheaper, the details of A8Fs technology still remain to be considered. In a word, when you see the real performance of OLED+4KHDR, you cant get back to the phase of the liquid crystal +SDR again. The only problem is that you may have to make some adjustments to the budget for your TV. As for A8F, its quality of sound quality has not shrunk compared with that of A1. It embodies the characteristics of OLEDs new display technology and the power of Dafa in the field of television, including: Almost perfect black. OLED is an active lighting technology. Each pixel is independently controlled. When the black is displayed, the pixels are completely non luminous, and there is no limit in theoretical contrast. Broad color gamut; No trailing, high dynamic clarity; The X1 advanced image processing chip from the flagship liquid crystal Z9D is also one of SONYs trump black technology; even if the SDR content can be processed by HDR, watching ordinary programs can also get a significant improvement in quality. * eating three mainstream HDR standards of HDR10/HLG/DolbyVison (A1 also supported by firmware upgrade later). Screen direct voice AcousticSurface technology, and the matching of sound field location can be achieved according to the picture. Although other brands have launched a prototype that claims to be a screen in various exhibitions in 2018, A1 and A8F are still the only two screen TVs on the market, and SONYs sound quality ensures its high quality performance. (NetEase technology interviewed A1 designer Da Yukihiro Chong HirotakaTako during CES 2017). HirotakaTako, a designer at A1, once said, its a learning process for us to look back over the past few years, and let us know how to develop our products. When he saw A8F, he said this sentence back and forth, still echoing in our ears. On the market SONY has set a very impressive listing price for A8F. For example, the most popular 65 inches, the listing price of 25 thousand and 900 yuan, compared to the 65 inch 35 thousand and 900 yuan (still at about 31 thousand yuan) at the A1 listing last year was 10 thousand yuan, while the start of 55 inches was set directly in the 15 thousand and 900 yuan range, from 55 inches A1 over 20 thousand yuan in the top market. Directly enter the market acceptance of the highest, the traditional high-end model price range. With the release of the capacity of the upstream OLED panel, the average price of OLED TV will be lowered this year, which is already a foregone conclusion. But A8Fs pricing strategy is quite surprising, and A8F does not just give consumers a choice. It can also be seen as a fire that SONY adds to the entire OLED market, a fire to make OLED TV from the very high-end niche market to the high-end popular market. TV is a product with relatively long life cycle in consumer electronic products. In recent years, the big and small Internet TV has changed the face of the whole industry to a certain extent, but the upgrade of the display technology is still the underlying thrust to promote the upgrading of the color TV market. In todays 4K+HDR entertainment content is increasingly rich, in China is rapidly forming a large number of middle class today, in the consumption from the only price, cost-effective to personalized, quality today, your next TV will consider OLED? Source: NetEase science and technology report author: monkey brother editor in charge: Hou Wei Cheng _NT4124 With the release of the capacity of the upstream OLED panel, the average price of OLED TV will be lowered this year, which is already a foregone conclusion. But A8Fs pricing strategy is quite surprising, and A8F does not just give consumers a choice. It can also be seen as a fire that SONY adds to the entire OLED market, a fire to make OLED TV from the very high-end niche market to the high-end popular market. TV is a product with relatively long life cycle in consumer electronic products. In recent years, the big and small Internet TV has changed the face of the whole industry to a certain extent, but the upgrade of the display technology is still the underlying thrust to promote the upgrading of the color TV market. In todays 4K+HDR entertainment content is increasingly rich, in China is rapidly forming a large number of middle class today, in the consumption from the only price, cost-effective to personalized, quality today, your next TV will consider OLED?