I single out LCD because the folks taking the lead on OLED are Sony, Samsung and others firmly entrenched in the LCD business, and because LCD still suffers from image demons that plasma overcomes more easily, and OLED smashes with a hammer, even at infancy.

Also, although everyone is demoing thinner and thinner sets in both LCD and plasma, most of the weight loss is currently on the plasma side. LCD seems to have hit some firm threshhold that, again, OLED and even plasma seem able to conquer. But at 11 inches, Sony's first production OLED is laughably small. What the hell, Sony? Way to taunt a guy. Seriously, there are major amounts of taunting happening here:When you put an LCD next to a plasma, you almost always notice the contrast issues. Fiddle with the settings all you want, and you generally still can't make the blacks black enough on that LCD. When I first set up the OLED next to this Panasonic, a 50" 1080p 50PZ700U, I thought for a moment that maybe OLEDs had a contrast problem, too. But then I realized that whoever had the thing before me had been jerking the controls around too much. I reverted the picture settings to "standard" and suddenly the contrast was deeper than the plasma, with brighter highlights. OLEDs are self illuminating, so the very same thing that makes them super thin also gives them awesome contrast.
Obviously another big challenge for LCDs is the motion blur problem, which is mostly solved in higher-end LCDs using 120Hz systems and other similar techniques, but leaves cheaper sets hanging. It's most noticeable when you put an LCD side-by-side with a plasma showing the same movie. Fortunately, here again, the OLED did as well or better than the plasma at motion in the side-by-side test. In the end, you're essentially staring into what could very well be the perfect TV. Only you're not a hobbit, and this isn't Bag End.So why the dinkiness? OLED production is tricky, as you might recall from
this video of Benny the Intern and me at an OLED factory. Methods are best suited for small sheets of "substrate," not big screens of the stuff. Sony couldn't produce anything bigger now and still guarantee this kind of quality.

OLED makers also have to deal with panel half-life issues similar to those that used to afflict plasma in the days of yore. The XEL-1 is rated for 30,000 hours, or roughly 10 years of use; today's plasmas, including the above Panasonic, get something around 60,000 hours. In other words, long enough.

In the end, it's not a thing you go out and buy. It's a message in a slender frame. Sony never had massive R&D investment in LCD like Sharp or in plasma like Panasonic, and it's clear that this is Sony's way of saying, "Screw all of those, cuz OLED is what will matter, and oh yeah, Sony will drive OLED." Am I putting too many words in your mouth, Sony? I hope not, because this time next year, I'd like to be staring at a 50-inch version of this junior wonder. OK, 32 inches will be fine. 25 inches? 20????? [Sony XEL-1]

Vizio was the steaming turd of the study, with its GV47FHDTV scoring both the 400-line static res and the shabby-as-hell 360-line motion res.

The plasmas did the best on the test. The two Panasonics tested (50PZ700 and 50PZ750) scored full 1080 when still, and 880 when moving. A Samsung plasma (FPT5084) got high marks with 1080 static and 830 motion res. (Note: the test Merson used originated with a consortium of plasma makers—Advanced PDP Development Center—so plasma scoring higher is no big surprise.)

The LCDs that fared best on this resolution test were from Sharp, with 1080p static and 600 lines in motion, almost across the board. An LG model also scored 600 in motion, while Sony and Samsung LCDs scored in the high 500s.

For more detailed analysis and a look at Merson's chart, hit the Home Theater Magazine article. [Home Theater]

• Hitachi used automotive technology to build the radiant beveled edge with a translucent back-coating of metallic paint. In Japan the metallic paint may be red, blue, white or other colors; in the US, it will be silver.

• Ventilation engineering came from Hitachi's mainframe division: the system is called "airflow analytic design" and it helps the TV achieve ultra-quiet no-fan cooling.

• The bulb in the Ultra Thin series is an external electric fluorescent light (EEFL) which is apparently more efficient than CCFL and can provide a better color range than white LEDs.

HITACHI LAUNCHES NEW LINE OF ULTRA THIN DISPLAYS

— Available in 2008, Hitachi's Chic New HDTVs Mark the Debut of an Entirely New Category of Display —

TOKYO - October 23, 2007 - Hitachi has achieved yet another consumer electronics breakthrough with today's announcement of its new line of 1.5-inch (35mm) Ultra Thin HDTV's. Hitachi also expects to be first to market with its new Ultra Thin series, which will be available in the Japan market in December of 2007. U.S. consumers can expect to see Ultra Thin models in early 2008 - many months before thin displays from other manufacturers.

These slim, stylish LCDs from Hitachi represent an important new category of product that is being called Ultra Thin Displays. This new type of display is designed for a highly affluent and refined segment of consumers who seek luxury, style and prestige. This extremely discerning audience also demands a set of features, technologies and design aesthetics that are separate and very distinct from those found in today's traditional Flat Panel Displays.

"As very large consumer markets grow and evolve, sub-segments with particular nuances will emerge," said Daniel Lee, vice president of marketing for Hitachi America, Ltd., Ubiquitous Platform Systems Division. "This is precisely what we're seeing in the HDTV market and our new designs are at the forefront of this shift. What's happening is that the more traditional Flat Panel Displays will continue to focus on 'bigger is better.' Hitachi knows this segment very well, and we have for years held a leadership position with our Director's Series plasmas. But our research shows a new trend emerging: consumers want access to information and entertainment throughout the home. This is the promise behind the 'networked' and 'digital' home. And it's also what's behind the emergence of these new Ultra Thin Displays from Hitachi, which are very thin, versatile, lightweight and stylish and can elegantly be placed in any room or multiple rooms throughout the home. At Hitachi, we will be tailoring our engineering product development and overall go-to-market strategy to address this important and exciting market dynamic."

Initially offered in three sizes (32", 37" and 42"), the displays are designed to provide consumers with a range of options for placement throughout the home. Hitachi's research shows consumers want Ultra Thin Displays to be more discreet, flexible, modern and sleek, since they will often be purchased for a kitchen, bathroom, office or bedroom.

Ultra Thin, Yet Feature Rich

"Hitachi understands that when selecting an Ultra Thin Display, consumers want a very modern, thin profile and a lightweight unit but they do not want to trade off any of the features or performance of a top-of-the-line HDTV," said Bill Whalen, director of product development for Hitachi America, Ltd., Ubiquitous Platform Systems Division. "The Ultra Thin Displays from Hitachi pack style and performance into a sleek, compact form factor that makes absolutely no compromises when it comes to innovative technologies, groundbreaking features, theater-quality image optimization, state-of-the-art electronics and wall-shaking sound. Typical of Hitachi's complete line of products, these new displays perform at the top of their class." The new Ultra Thin Displays embody the following features:

External Electrode Fluorescent Lamp (EEFL) - The thinness of the displays was achieved through Hitachi's proprietary implementation of a technology called EEFL, which affords greater power efficiency, delivers better and more flexible color accuracy and delivers a longer overall life span for the display.

Wide Viewing Angle - By implementing In Plane Switching (IPS), Hitachi has achieved the sharpest, clearest LCD possible, regardless of the angle at which the viewer is seated. A vertical and horizontal viewing angle of 178 degrees maintains natural colors and brightness, making it ideal for watching TV with the whole family and friends.

Hitachi's Proprietary "Anti-Judder" Technique (37" & 42") - Movies provide the illusion of motion by showing a series of still images over time. In fact, all Hollywood movies flash 24 individual images each second. However, Hollywood's 24 frames-per-second do not match our television systems, which show 60 frames each second. A conversion technique called "3:2 pull-down correction" is used to make the 24 frames of film fit the television's faster 60 frames. As this conversion is done, the viewer can often observe a jerky, troublesome visual effect that is called "judder." It appears as if the image is jittery or stuttering and is especially noticeable when the picture pans or makes sweeping, side-to-side movements. In its new Ultra Thin line, Hitachi has implemented proprietary technology which accurately and automatically eliminates the jerky "judder" motion. It does so by creating interpolated frames based on the original film images. It smoothes out the movement and correctly matches the motion of the original movie.

Picture Master Full HD — Hitachi's enhanced high-resolution image processing engine, Picture Master Full HD, analyzes and processes image at a high speed, providing state-of-the-art high picture quality. It achieves this in three ways:

* Advanced Dynamic Contrast — analyzes every picture that appears on the screen and optimizes its contrast frame by frame.
* 3D Color Management — adjusts the three constituent components of color (hue, saturation, and brightness) pixel by pixel using 3D data.
* Advanced Dynamic Enhancer — expresses images which are simultaneously detailed and dynamic, and controls detail gradation and sharp edges. In addition, Hitachi added a circuit which enhances the crispness in scenes to capture subtle details, such as details in human skin or a three-dimensional expression of mountain ridge, which reduces the grainy effect and pulls out the natural beauty.

High Audio Quality — The 6.0 watt + 6.0 watt digital amplifier produces an exceptionally clear sound. The speakers located at the left and right sides of the bottom of the monitor are Hitachi's newly developed box-type speakers which are high quality and slim enough to fit the 35mm thickness of the monitor. The three sound modes allow consumers to select the most suitable type of audio effect depending on the contents - "clear voice" to pick up human voices clearly, "surround" for natural, clear three-dimensional sound, and "bass boost" for the optimum bass sound depending on the input signal.

Highly Refined and Energy Efficient Design

A glossy and high precision frame surrounds the picture area of each of the displays. The frame is beveled to present the viewing picture as if it were a work of art. The combination of a bevel on the outer frame combined with a radius on the inner frame presents a visually unique addition to any living environment. Not only are the new Ultra Thin Displays gorgeous in their appearance, they are responsible and sustainable in their design due to Hitachi's energy-efficient features such as "auto power off," to prevent consumers from forgetting to turn off the TV. The UT series also feature a "video power save" which allows consumers to switch to stand-by mode when there is no signal coming into the TV.

Here are all of the new 1080p flat-panel TVs, with pricing and features:

The S601 Series
50-inch Plasma S-Series P50S601 - $3499 - July
47-inch LCD S-Series L47S601 - $2999 - September
42-inch LCD S-Series L42S601 - $2299 - September
Features: 1920x1080 resolution; a motorized "Power Swivel" stand; anti-reflective screen

The V651 Series
47-inch LCD V-Series L47V651 - $3199 - September
42-inch LCD V-Series L42V651 - $2499 - September
Features: Same as S601 plus metallic gloss black design; SD card reader; split screen; glow-key remote

The V701 Series
50-inch Plasma V-Series P50V701 - $3999 - August
Features: On top of the other features, this has something Hitachi developed called "Reel60". When you put movie content, filmed at 24 frames per second onto TV, which runs at 30 frames per second, you can get a weird, jerky picture. Previously, TVs used something called 3:2 pulldown, which would repeat certain frames. Now, with powerful video processors, TVs can do more. Reel60 interpolates between frames, creating 60 distinct frames out of a film's original 24, for smoother action. (While this particular process is unique to Hitachi, many other TV makers, including Sony, Philips and Mitsubishi, are promoting their own solutions to the problem.) The V701 is also CableCard compatible, with TV Guide On-Screen.

The X901 Director's Series
50-inch Plasma X-Series P50X901 - $4299 - August
60-inch Plasma X-Series P60X901 - $7999 - August
Features: The top end has Reel60 and the rest of the V701 feature set, plus some crazy high-end requirements, such as "Digital Color Management" and "Custom White Balance." The P60X901 is Hitachi's first and only 60-inch 1080p plasma.

Hitachi is currently selling plasmas in two other less expensive groups, the H401 and T501 series, introduced this spring.

Company Page [Hitachi]

DL.TV: Windex Gone Bad [PC Mag]