TCL Launched the World's Thinnest Full HD LCD TV, Bojue H78

TCL Launched the World's Thinnest Full HD LCD TV, Bojue H78

September 11th,2007

On the 10th of September 2007 in Beijing TCL grandly launched its natural light technology, which was developed by the company and which the company wholly owns the intellectual property rights for. At the same time the company launched the world's thinnest Full HD LCD TV, the BOJUE H78. By doing this TCL has not only become the first home electronics company to end the embarrassing situation where a Chinese brand has no voice in the area of LCD TV key technology and also seized a stake in the core of international LCD technology, but the company has also achieved a breakthrough by starting in the LCD manufacturing industry and breaking into the development of key LCD technology.

In recent years, the TV industry has been split into 3 distinct areas: CRT, LCD and Plasma. In comparison to LCD, CRT and Plasma both have a slight advantage when it comes to depth of picture and dynamic contrast. The launch of natural light technology addresses this global issue. "Our global research and development team have worked many long hours on Natural Light technology and we have single-handedly succeeded in developing a core LCD technology for the global LCD industry.

" Mr. Han Qing, Vice President of TCL Multimedia and General Manager of the Chinese business centre, explained at the meeting. "The application of Natural Light technology will give LCD TV advantages that CRT and Plasma cannot match in the areas of picture depth, contrast, sight protection and energy conservation.

The birth of this technology will fundamentally change the structure of competition within the flat screen TV industry and confirm the comparative advantages of LCD TV over CRT and Plasma TV. At the same time it thoroughly displays the ability of Chinese brands to develop products and clearly shows China's home electronics industry has already achieved a historically significant step by breaking into the arena of the higher circles of the international TV industry.

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The thickness of the Full HD dynamic LCD TV, BOJUE H78, launched in the same period is only 72mm, which has broken the world's record on the thickness of Full HD LCD TV. The preeminent appearance design and predominant performance have shown the creative concept of TCL s international industrial design and also demonstrate the leading comprehensive strength of the Chinese modern household electric appliance industry.

Natural light technology, evidently showing the development strength of Chinese brands

Since the emergence of LCD TV, it has been surpassed by the plasma TV camp for the disadvantages that the high brightness easily causes visual fatigue after lengthy viewing and the development of big screens leads to relatively high power consumption. Facing this worldwide industrial difficulty, TCL's global research and development team uncompromisingly faces the challenge instead of drawing back.

Through numerous trials, they have succeeded in making optical path innovation as for the LCD TV luminance theory and developed the natural light technology. As the name implies, TCL natural light technology breaks through the technical limitation of passive luminance of LCD TV and creates the visual effect just as in natural light.

It is composed of circularly polarized light LCD TV technology and LCD TV dynamic backlight control technology.

TCL natural light LCD TV technology is the first of its kind in the world and is an achievement of independent innovation in TFT-LCD TV technology in China; it has filled the gap in polarized light technology of TFT-LCD TV technology in China and even globally; in particular, the natural light LCD TV digital video dynamic backlight control technology has reached an internationally advanced and domestically leading level.

The LCD TV with natural light technology has made revolutionary innovation in image quality improvement, sight protection, environmental protection and energy conservation. In the first place, natural light technology can realize partition modulation on the screen, so as to improve the images stereoscopic impression in the bright and dark zones.

The static contrast can be up to 10000: 1 and dynamic contrast 50000: 1. In the second place, the innovation in natural light technology has changed the optical path of LCD TV, realized the visual feeing similar to that in the natural light, and will protect the visual health of consumers. At present, it is proved by comparative tests performed by several authorized institutions that the LCD TV with natural light technology accords much more with the natural visual mechanism of human eyes.

In addition, the natural light technology can intelligently and scientifically adjust the LCD TV backlight, which will bring especially evident advantages in environmental protection and energy conservation, with a minimum energy consumption reduction of 54%. It is observed that the performance improvement of LCD TV in the above three aspects does not only evidently show TCL's profound technical experiences and advanced industrial prejudgment ability, but the improvement also establishes the absolute competitive advantages of LCD TV compared with plasma TV.

At present, TCL natural light technology is applying for more than 100 patents at home and abroad. It is particularly significant to mention that TCL has successfully authorized the latest research and development achievement to the LCD screen manufacturer enterprises in Japan and Taiwan and initiated the precedent that Chinese brand authorizes technology to foreign brand in the TV industry.

A few days ago, several experts in the field spoke highly of the patent authorization of this key technology and expressed that this international breakthrough of TCL is very much likely to make Chinese brand take the lead in the era of LCD.

Profound technical experiences, challenging the "thinnest" limit

For many users, the thickness of a product only depends on the design concept of designers. However, this is far from the truth. In the field of industrial design, the thickness of the product, besides appearance design, also depends on the integration of technology, manufacturing process, stability tests, etc.

; during the design stage, the designers must also take into account the combination of components and parts, internal ventilation, running noise and power consumption etc. Therefore, people in this industry always take the thickness of the product as an important yardstick to measure the comprehensive technical strength of a manufacturer.

BoJue H78 implies this kind of enterprise strength.

We regard the comprehensive capability of building the world-record super thin BoJue H78 as the TCL "super thin technology", which evidently shows comprehensive strength integrated with strong technical experience, prominent manufacturing capability, excellent industrial design ability and Full HD strategic technology.

H78, TCL's multi-screen product, not only intergrates the MEMC dynamic operation and compensation techniques with Full HD screen, but also innovatively applies several leading technologies in the field; suspension design, concealed interface, concealed sound and other advanced designs are also applied.

In addition, the excellent sound effect of H78 comes from another unique technology of TCL independent four-drive sound system.

H78 is also designed by the internationally famous design team Tim Thom. The front and rear housing adopts the U-shaped separate suspension design; the double-colour and double-layer base made of black quartz glass and silvery white chrome plated materials makes the whole set lighter and thinner. The concealed interface and concealed sound does not only keep the complete consistency of the appearance, but they also make the super thin characteristic of H78 more prominent.

Turn to value competition and spend much money on the research and development

At present, in the Chinese LCD TV market, some foreign brands have adopted some market behaviours in search of quick success and instant benefit. As a result, they have given up the inherent advantage of international brands in technical research and development and misguided the Chinese consumers with low-quality technical products.

TCL takes the initiative to make Chinese and foreign brands provide much more high-value visual and audio experience for the consumers through patent technology and innovative products and services. The appearance of BoJue H78 in the market will absolutely lead the disordered price competition on the domestic LCD TV market into a benign "value" competition.

As a leader in the global multimedia industry, TCL has been committing itself to implanting the name of Chinese brand in the innovation of LCD TV core technology. TCL has been continuously investing in research and development, and combined global technical development trend and integrated global technical research & development power to develop the new technology with mutual effort. The emergence of the natural light technology and H78 is the achievement of the close cooperation of the global research & development team.

High definition strategy, crossing product cycle

As a forward looking strategic product of TCL, the launch of BoJue H78 does not only depend on the profound technological reserve of TCL high definition strategy, but also largely on the advanced management experience in crossing the product cycle of the company.

Early in this June when the market was involved in the complex competition with low-quality products, TCL operated from a strategically advantageous position to launch the high definition strategy and take the interests of consumer as the starting point to popularize high definition products. Since the launch of this strategy, the market response has been very enthusiastic.

In the recent three months alone, the sales volume of Full HD LCD TV had increased by 100% compared to the same period last year, which is much higher than the average market growth level. The sales performance of "lack season is not slack" was created.

The flagship product BoJue H78 and M71 launched at this time and the Xuanlv H61F and Xuanlv M61F launched before constitute the TCL's high definition product pattern of matrix form. It is said that TCL will unceasingly strengthen the research and development of new products under the direction of high definition strategy to satisfy the constantly changing visual and audio demand of consumers at all levels in the following year, so as to keep its leading advantages in high definition products.

H78 is just one of the representative works. ment of LCD TV technology. In this product launch conference, Vice President of TCL Multimedia and General Manager of China's Business centre, Mr. Han Qing expressed: "the appearance of natural light technology on the market and the launch of BoJue H78 are not only the achievement of transferring price competition into value competition, combining the manufacturing advantages and technical advantages and performing cross product cycle management, but they are also the decisive representative works of our planning for flat panel new strategy.

It is proved from TCL's international experience that Chinese brands can get the upper hand in the global market only when they hold the right of speech on core technology. From now on, we will go on to achieve more and more breakthroughs for Chinese brands in the higher circles of the global industrial chain by virtue of the strong research & development strength accumulated for years, unique insight into consumers, initiative technology and original(the use of original or innovative here is a style choice and not a mistake) design".