On August 16th, Sony Co., Ltd. launched the 'Drawing® Series' Sony's flagship TV new product - A9F OLED TV and Z9F LCD TV. Many media even used the words '2018 ZUI good TV' to express Certainly. And Sony officially used the 'distance from the living room to the lens' to define this series of TV.

Sony China Chairman Gao Qiaoyang and Sony Vision Vice President Mujing Yisheng jointly announced the 'Drawing® Series' flagship new product

'Sony is fully committed to producing TVs with superb quality, so that each picture can reproduce all the emotions that the creators hope to convey. We hope to make every detail more clearly through the 'Drawing' series TV, let black Deeper, make the color more beautiful, and engrave the story in the hearts of the audience. The 'Drawing' series is Sony's reserved name for the top flagship model. Only the models that are rigorously evaluated by our internal standards can be given the 'painting'. In other words, Sony has created the best TV products on the market today, and the new 'painting' series is the best among the best. ' Sony Group is responsible for Sony's global vice president of television business, Sony Vision Mr. Mujing Yisheng, vice president of the product company, said.

How good is the newly released Sony painting series? I believe this is what many consumers want to know.

From 'lens' to 'living room' Sony has been impressing users for 20 years

As early as 20 years ago, Sony set the strategy from 'lens' to 'living room', which is based on the company's important product and technical strength in broadcasting technology, consumer electronics and entertainment. Sony is actively involved in every aspect of 4K content production, with the goal of providing the best professional production tools, giving consumers the best picture quality, from HD to 4K to HDR.

Sony A9F OLED TV

The whole process from the 'lens' to the 'living room' is high quality content. Sony Pictures can produce high quality native 4K content and cooperate with relevant partners to fully exploit the potential of high dynamic range 4K content. , such content, need to use Sony's high-quality professional video recording equipment to complete.

In 2005, after Sony launched its mass-produced 4K projector, Sony has been a leader in 4K projection display equipment. Today, many cinemas around the world use Sony's 4K projectors. Sony's 4K professional cameras and monitors It has been favored by some famous directors and widely used in the industry. At the same time, Sony's 4K display is also being used by professional institutions, and they are becoming an important standard for color adjustment and comparison.

Therefore, from shooting, editing to post-adjustment, Sony has a full range of leading edge in terms of equipment and technology.

In the end, customers can pass the Sony 4K HDR TV with high quality content at home. Sony wants users to fully feel the creator's intentions, and if there is no 4K TV that can fully present the creator's intentions, consumers can't feel this. a little.

Therefore, Sony hopes that Sony designed the TV and the home theater experience to accurately convey the creator's intentions and present a shocking playback effect.

The newly released Sony Picture Series TV has taken the 4K HDR family viewing experience to a whole new level. Compared to the traditional industry concept, Sony's product solutions are different. And this is only Sony's entire product portfolio. An example of continuous innovation.

Focus on the five elements of video quality Connect creators and users

In the view of Mr. Xiao Cangzhi, the chief TV development engineer of Sony Vision Products, resolution, color depth, frame rate, gamut and brightness range are the five important factors in judging video quality.

4K HDR image processing chip X1 Ultimate

'A few years ago, the TV industry has entered the full HD era of 2K, 8bit, 60i, sRGB and SDR. Now, in the 4K era, the amount of information conveyed is 32 times that of Full HD. At the same time, by color gamut and brightness The color volume of the common composition has also been greatly improved, and the color space can be accurately restored. This shows that the improvement of TV performance is different from that of the cinema. The advancement of TV performance enables people to enjoy greater 'touching' at home. This kind of 'touching' From the content created by the creators, they brought 'touching' to thousands of households. If you turn off the TV, you can't feel this 'touching'. Mr. Ogura said.

Now, the five parameters that define high-quality video have been greatly improved, which gives the creator a larger space to create a larger 'touch'. According to the reference level monitor as the image quality benchmark, the creator can Make creative decisions. This means that users can also enjoy more 'touch' through reference level monitors, and this is the creator's intention.

As we all know, the Sony BVM-X300 is a recognized reference-level monitor standard in the creative industry. Many creators make creative decisions through the BVM-X300. In other words, the BVM-X300 perfectly presents the creator's intention to create 'touch'. In other words, if the home TV wants to return the original author's intention, it needs to present the same picture quality comparable to the BVM-X300.

However, the display technology of the TV is completely different from that of the BVM-X300. The BVM-X300 uses RGB-OLED technology, while the TV display uses TV-OLED, LCD or multi-partition localized light control LCD technology.

It is true that in recent years, display technology has developed by leaps and bounds, but currently there is no display technology that can achieve the five major parameters of video.

In addition, each display system also has different performance, such as OLED technology has pixel-level contrast, multi-partition local-area light control LCD technology has high peak brightness. Based on this, Sony introduced OLED and multi-partition local area Two high-end product series based on different display technologies of light control LCD.

Although each display technology has different characteristics, there is a gap between the BVM-X300 and the TV, but the most important point in reproducing the creator's intention is accuracy. Because even the peak brightness and pixel contrast are different, color, chroma And grayscale can also be reproduced and reproduced. Because of the larger color rendering volume, the creator has more room to display and can make full use of creativity. That is, each information on the color rendering volume is the creator's intention. Part of it. Therefore, no information can be lost, all information must be accurately processed. Only the accurate reproduction of the color rendering volume can make the creative intention of the creator appear in front of the consumer.

'Accurate full information processing, accurate color reproduction, optimized display performance, this is the key to the true retention of the creator's intention, and Sony has achieved.' said Mr. Xiao Cangmin.

The implemented carrier that Mr. Ogura said is actually the new Sony 'painting series'. With the new bit-level precision processor 4K HDR image processing chip X1 Ultimate, high performance and high precision display technology, Sony's painting The 谛 series 'TV can perfectly reproduce the creator's intentions. Sony's 'Drawing Series' allows consumers to appreciate the sensation of 'movement'.

So, Sony's 'Drawing Series' successfully connected the creator to the user.

Optimized by Prime Level Contrast Enhancement Technology Improves Performance of OLED TVs

Sony's 'Drawing Series' has two products, OLED TV and LCD TV. To further enhance the performance of these display technologies and truly convey the creators' intent, Sony has also adopted a number of new technologies that can improve contrast and achieve better results. Dynamic processing, wider viewing angles, more precise pixel processing, and panel-level calibration. Sony uses pixel-level contrast enhancement technology with a new display driver system to maximize the potential of OLEDs: pixel-level contrast enhancement technology Intelligently analyze each pixel information and provide appropriate color and brightness for each pixel in the display; pixel-level contrast enhancement technology enables optimal matching between input pixels and display pixels.

Sony A9F OLED TV

As we all know, LCD display technology faces three major problems, namely pixel level contrast control, motion blur and visual angle of view.

So for LCD, Sony uses multi-partition localized light control technology to improve pixel-level contrast control, which is comparable to the higher brightness OLED in local contrast performance.

In addition, Sony also uses the Octavia dynamic technology to improve the problem of motion blur. At present, the technology used to improve motion blur in traditional LCD TVs is the LED backlight flashing method of inserting black frames, but this technology will cause the brightness of the picture to decrease. Dynamic technology has multi-partition localized light control capability, which can optimize motion blur without affecting brightness.

Sony Z9F LCD TV equipped with X-Wide Angle wide sharp view technology

The third big problem facing LCD is the viewing angle problem. At present, the viewing angle and contrast are a pair of 'homes'. The angle of view is wider, the contrast is lower; the contrast is higher, the angle of view is narrower. LCD TV is very high when watching The accuracy and performance, but the viewing angle is too narrow, the accuracy of the side viewing will be greatly reduced. As a result, the angle of obtaining an ideal viewing experience will be very limited. So, Sony developed a solution to solve this problem, that is Guangrui viewing technology allows users to obtain wide viewing angles and high contrast at the same time.

Sony has gathered many of the most outstanding optical engineers since the development of DSLR cameras and projection products. Sony Guangrui viewing technology uses Sony's most outstanding optical technology to enhance the viewing angle and solve the third biggest problem that plagues LCD.

Focus on the three major challenges of LCD

In other words, Sony solved the three major problems that plagued LCD, while maintaining the high brightness advantage of LCD.

Sony is improving LCD panel technology to achieve the highest level of TV performance.

Sony Z9F LCD TV

In addition, precise processing of each data input is an important way to convey the creator's intention. To this end, Sony's 4K HDR image processing chip X1 Ultimate uses linear domain processing technology.

As we all know, video has SDR, HDR10, HLG and other formats, there are also different color gamuts such as BT.709, BT.2020. In order to handle different video signals and achieve bit-level accuracy, Sony's system can convert all input signals. It is a linear domain. The video signal is driven by the linear domain. The whole system can retain all the information of the input video signal, and at the same time exert the best performance of various display technologies. This is to completely retain the creator's intention and improve the display performance. Key processing system.

'Although we have a very accurate signal processing system, if the accuracy of the display panel itself is very low, it can only be in vain, and it is impossible to accurately reproduce the original author's intention. Unfortunately, we have purchased the display from the manufacturer. Panels, sometimes their native uniformity does not reach the level of the above figure. We can't sit idly by. So, we will implement a 3D LUT-based ultra-precision panel module level calibration. 'Mr. Ogura said.

It is worth noting that the panel calibration can only be carried out before leaving the factory, but not after the product is sold. In addition, after the panel module is combined with the system, it needs to be calibrated again to make the panel module match perfectly.

Through these pre-factory calibrations, Sony is able to ensure accuracy in manufacturing. Sony manufactures improve the basic conditions for the display to accurately present the picture.

Screen soundtrack technology, sound experience is far better than ordinary TV

In addition to video technology, Sony TV also uses a new screen soundtrack flagship technology, providing a home theater listening experience comparable to the theater.

Screen sound field flagship technology

Not only the left and right speakers, but also a center speaker. This configuration is very similar to the theater sound system, allowing the screen to emit most of the sound directly, providing a sound location similar to the theater. At the same time, each sound driver also has a new shape And the metal base can greatly improve the sound quality of the TV. The large double bass system can provide a rich, full and low sound experience. This product not only increases the number of speakers, but its power is almost doubled. Therefore, the screen sound field Ultimate The sound experience brought by technology is far better than ordinary TV.

Like the 3.2 channel system, this model also provides center speaker technology. With the home audio system, the TV can use all six sound drivers to become a center speaker, so users no longer have to worry about the sound position.

Focus on consumer demand, pass on innovation, 'touched'

Mr. Kenichi Yoshida, President of Sony, once pointed out: 'To continue to convey the moving experience, today's innovation is an example of this commitment. ' So, our engineers are constantly working because they want to pass the 'WOW' beyond imagination to each A consumer.

The Tricolor color TV listed in 1968 set Sony's extraordinary position in the field of color TV; in 1997, the world's first Guixiang flat-panel HDTV adopted a 16:9 widescreen ratio; in 2005, the first generation revolutionized Backlight system and full HD display BRAVIA TV; In 2008, launched the world's first OLED TV; In 2012, Sony launched the first 4K TV, its LED panel resolution is four times that of HDTV. In order to bring rich entertainment content And the enthusiasm that high-end TV brings to every family, Sony spent 50 years.

It is this enthusiasm that has enabled Sony Group to achieve double sales growth and operating profit in the first quarter of FY18, even in a bad global economic environment. Sony’s sales revenue in the first quarter of the Chinese market Year-on-year growth reached 2 digits. After the rapid growth of 2016 and 2017 for two consecutive fiscal years, Sony China continued to set aggressive financial goals in FY 2018.

In the first quarter of FY 2018, Sony's home entertainment and audio business overall sales revenue increased by 6% year-on-year to 272.1 billion yen, with an operating profit of 17.4 billion yen. Among them, TV sales and home audio, video product sales The increase in revenue has become an important factor in the growth of this business. In the Chinese market, in the first half of 2018, the consumption structure of the TV market has been upgraded, and the trend of demand for high-end large-screen products has continued to expand. Sony TV is constantly becoming more and more in the family living room. Preferred product.

'China is one of the most important markets for Sony TV in the world. We always pay attention to the Chinese market and Chinese consumers. Therefore, Sony's marketing strategy and marketing activities have only one core, that is, the 'note consumer demand'. Analysis, we found that movies, film and television enthusiasts, sports enthusiasts and gamers are the three core consumer groups of Sony TV. In 2018, we will combine the needs of different groups to plan a series of market activities close to consumers so that they can be more accurate. Master the product information and enjoy the best audio and video quality experience in the industry. 'Sony China Chairman Gao Qiaoyang said.