Also the heart of the heart is good, although he died, he did not regret --- Qu Yuan "Li Sao"
For Sony TV, the word "sound" is not good. Although it is not nine dead, the road to search is extremely uneven. Today, Sony TV, which was once in crisis, has become a detached position in this industry. After the release of the A9F and Z9F series of paintings, Sony once again proved its ability to make the best TV no matter what panel it uses. The market performance that has been climbing in the past three years. And it is in stark contrast to the bleak industry situation. The savvy Chinese market (Sony China Ltd. Chairman and President Gao Qiaoyang) said that for TV, we have our standards, and will not be any other Things are compromised, I have no regrets about our insistence!
Behind the 'painting': Everyone who has a great success must insist
From Hirai Kazuo to Yoshida Kenichiro, Sony under the two presidents insisted on enhancing the user experience and passing it on to the user. [Kando]. Specific to TV products, Sony’s insistence is the best. Sound quality experience.
Sony named the A9F OLED TV and Z9F LCD TV as 'MASTER Series', the Chinese name '画谛' is the name Sony reserved for the top flagship models. And each one is called 'picture 谛' TV, not only has Sony's highest quality display technology, but also has been adjusted by Sony at the factory. Therefore, the 'Drawing' series of TVs far exceeds the average household level, close to the film. The professional level monitor used by the author. The president of Sony Vision Products Co., Ltd., senior executive vice president of Sony Group, Takagi Ichiro said that he hopes that the 'painting 系列' series of TVs will open up barriers between content creators and viewers, so that the original author's creation is sincere. Through the 'painting 谛', it is conveyed to every ordinary consumer.
At the core of the advanced image quality, the A9F and Z9F are equipped with Sony's cutting-edge X1 Ultimate chip. Whether on OLED or LCD panels, the X1 Ultimate chip improves color and image quality, regardless of brightness, contrast, and shadow details. And the motion picture compensation has reached a new height. This is the conclusion that is easy to draw after comparing the previous products of Sony with the same level of competition with 'painting .'. But Sony has not satisfied such contrast, quality Getting closer to professional-level monitors is a new pursuit. Through the consideration of various extreme scenes, the A9F's picture quality is comparable to the professional-grade BVM-X300 monitor.
Of course, compared with professional monitors is not just a slogan. Sony is deeply integrating professional display technology with consumer products. It not only supports professional image mode, but also supports TV correction through CalMAN software. If you want to achieve this professional Correction, not only need to install CalMAN application software on the computer, but also need to install 'CalMAN for BRAVIA' application on TV and other related hardware such as sight pattern signal generator, colorimeter and so on.
Unlike LG's hardware-based manual basic calibration, the CalMAN function in Sony TV is a software implementation that is automatic and does not require a high degree of professionalism. This means that CalMAN can be accessed like a preset mode. The post-tuning settings option in the menu, although not a basic correction, has the advantage that if the TV needs to be reset for some reason, the calibration result can be recreated. This feature is not a trick, no matter what TV over time, Both brightness and color will drop and shift. If you want to show the best picture quality, such software automatic correction is undoubtedly the best choice.
The improvement in sound quality of the 'Drawing' series is more reflected in the A9F. The iconic technology screen sound field technology of Sony OLED has been upgraded. The new generation of screen sound technology is called Acoustic Surface Audio+. Not only increased the speaker power from 50 watts to 98 watts, but also added a vibration unit to the middle of the screen based on the A1 and A8F double vibration units, and added a woofer to the back subwoofer to achieve a complete 3.2 system.
Through the experience of different source sounds, the A9F's sound quality is more powerful and flexible than the A1 and A8F, and the sound's directivity on the screen is also enhanced, because the woofer is changed to two and sounds to the sides, A9F The surround sound experience has also been greatly improved. This improvement is not easy. Sony engineers have made many improvements to the material, position, and fixing method of the audible vibration device, and also set the new central sound unit. Develop independent DSP controls, and continue to experiment to find solutions that make the sound units not crosstalk. In addition, in order to make the A9F better match the home theater system, the screen soundtrack Ultimate can also make the A9F TV panel speakers as the center. Speaker to use.
As mentioned above, the 'Drawing' series has a lot of technical upgrades, but what remains unchanged is Sony's ultimate pursuit of consumer audio quality experience.
Behind the most profitable: not chasing the wind, maintaining core competitiveness
Although the overall data of various TV industry in 2018 has not yet been released, the market performance of Sony TV is obvious to all. It can be said that Sony is currently the most profitable company in the TV industry. Behind the good market performance, in addition to product power, Sony's strategic execution in the TV field and steady and unconventional thinking.
Takagi Ichiro said that Sony will stick to itself and strive to gain a larger share in the market segment of high value-added products. This is the strategy of Sony TV business. Xie Wei, President of Consumer Electronics Business Division of Sony (China) Co., Ltd. The practice method in the Chinese market, that is, never blindly pursue the market scale, adhere to the user segmentation, and use Sony's core technical competitiveness to provide different consumers with products that meet the needs and diversification.
In the face of the intensified technology genre in the industry, Sony's attitude is much more open. Takagi Ichiro said that Sony is not a panel maker. Sony's technology research and development focus is on image processing chips, which will be matched to the chip. The most suitable technical direction and panel. In Sony's judgment, LCD is still the mainstream of the market in the next 3 years. OLED will have a good prospect in the high-end market because of its characteristics. Although the laser projection products are developing rapidly, Sony is Positioned in the 2B market, the stage of laser technology development in the civilian market can not meet Sony's standards for audio-visual products, will not be launched. And the real QLED technology will become more and more complicated in the production process, methods, processes, Sony Will keep an eye on. Sony's vision product company's chief TV research and development engineer Xiaocang Minzhi said that no matter how the future display technology develops, you need a processing chip that can promote the best picture quality of these display technologies. So no matter the future is OLED , QLED or LCD, etc., Sony can produce the highest performance, including panel, picture quality, audio And other software technologies together after the best of television.
But for the 8K attitude, Sony has been relatively clear. At this year's CES, Sony has demonstrated a prototype using the 8K panel and equipped with the X1 Ultimate chip. The camera's extreme brightness and high-contrast stereoscopic image is impressive. Takagi Ichiro said that because the 2020 Olympic Games was held in Tokyo, Sony has reached an agreement with NHK TV. The launch of 8K products in Japan will surely catch up with this point of time. However, due to cost control, technical difficulties, content is scarce, and storage playback equipment is not mature. And other factors, there is no timetable for the release of 8K products overseas. But obviously, Sony has already prepared for 8K.
Perhaps due to over-emphasis on the sound quality of TV, Sony TV is not Internet-based in many people's eyes. But Takahashi said that the essence of TV and Internet content are not contradictory. Sony has developed comprehensive content with Tencent. Cooperation, the content is more abundant, but the quality needs to be improved, and more Internet quality content will be strengthened in the future.
The author presses: The outstanding product strength is the foundation of Sony TV's re-emergence, the temptation to forbid the market, and the main reason for me. Keeping this heart is the key idea for Sony's success in China. The market has undergone great changes, different consumers are watching TV. In the end, there are many kinds of interpretations. TV is for some people to make the living room complete, for some people is a big IPAD for the drama, for some people he wants to become the control center of the smart home, and at the same time is a voice entrance. But in In the eyes of Sony, TV is the product that pleases our glasses and ears. Everything else needs to be served. Just like the perfume pleases the nose, the food is as simple as the mouth, and it is irreplaceable. From the market performance of high-end TV, there are still Such a group of people are willing to pay for it. Maybe there will be more and more people like this, maybe less and less. But I believe that the pursuit of good feelings will never stop, if you put such a pursuit First place, go see Sony TV, maybe he is the same as you think! If you don't think it doesn't matter, you can also go to Sony TV, maybe he and you think Different!