Sharp looks to Toshiba to strengthen LCD TV business

by Ed Oswald

December 21, 2007, 4:15 PM

With competition ever more fierce in the LCD TV market, some retailers are finding the most viable option is to join forces.

Toshiba and Sharp this morning announced the expansion of their pre-existing accord in production, in a further effort to advance their market positions in the sector. As one example, Toshiba will use Sharp's LCD panels in its 32 inch and larger sets, while Sharp will use Toshiba's computer chips in its own televisions.

With consumers demanding bigger and more feature-rich components, it is imperative that both components be top-notch. Of course, we may only start to see the first hints of the fruits of their cooperation in January.

Both sides have agreed to share more technologies over the next several years, although details with regard to subject matter are still being negotiated.

With the deal, Toshiba will officially suspend its efforts to build a next-generation display based on its own OLED technology, instead opting to use technologies from Sharp, already one of the biggest manufacturers of LCD panels.

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OLED won't replace LCD and Plasma until 2012-2015 at least. By that time the H.265 codec should be finalized, holographic discs 500GB/1TB in size should have been standardized and mass marketed to replace 25/50/100/200GB Blu-Ray discs, UHDV should have started appearing and early transmissions in the new format at 2K and 4K vertical resolution should be active by that time.
OLED will be the main technology for UHDV 2K and 4K resolutions and media 2014+

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Aredo, this is very good stuff. Can you please provide more detail here or perhaps post some links to sites or articles on the web the provide more deatil and specifics on this? Great post. Thanks.

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Technology doesn't change that quickly, especially for the consumer market, so assuming the technologies you're talking about will ever be real, your time frames are overly optimistic (excluding OLED, which could easily be sooner than 2012).

There's just about zero chance that consumers will be buying 500G/1T video players to replace BRD/HDDVD for a very long time. If and when the whole HD disc format war sorts itself out, both consumers and media companies will be fed up with it, and will be glad to just support a single format for a long time. That probably won't even begin to happen for another two years. And then you have to consider that a movie studio has no need for a 500G disc, especially since they currently have no need for even a 25G disc. That is of course, unless movie studios start making 10 hour movies (obviously not). On top of all that, will we even be buying movies on disc at that point? Its very possible that the answer is no.

New technology is always a neat thing, but the overriding factor in the success or failure of consumer electronics is whether there is a need for it.

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Well, hold on a second there. Remember that their are other competing technologies out there waiting in the wings, other than holographic discs, that are just as likely to be the "unifying" replacement for Blu-Ray and HD-DVD that are much closer to being a reality. There are other small companies out there that are very close to bringing multi-layered (10-20 layers) discs to market using Ultraviolet lasers that will hold anywere from 100 to 250 GB's of data.

This is going to be done using almost the exact same drive and laser technology that is being used in HD-DVD and Blu-Ray discs now so the cost will be just slightly more than existing drives. This technology is almost ready to ship to market and we can expect to see in on store shelves within one to two years at most.

This may very well be the technology that ends up resolving the "format war" between Blu-ray and HD-DVD once and for all.

You know, the "war" that never should have been allowed to happen in the first place. The one that these big wig CEO's should have learned their lessons from once and for all from way back in 1979 with the VHS vs. Beta fiasco. How these six and seven figure income Einstein's manage to keep repeating the exact same mistakes over and over again is amazing to me. You would think that with all their MBA's and PhD's they would actually learn something from the mistakes of the past. Astounding.

Oh, and if they haven't learned anything from this latest format war (and it looks like they haven't) you can bet that the movie studios have. The stuidos don't want a "format war". All that does is take money out of their pockets by splitting their potential customer base into two camps and reducing their income.

If a new format were to come along that had the poetntial to "unify" the market, you had better believe the the big movie studios would push very hard for it now. These movie studios may not care about their customers at all, but at least they still care about getting their money. What ever moves result in getting the most money from the customers the quickest, they will likely support.

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Something will come along to fill up the discs... that's like the old arguments of why would need so much ram, hard disk space, etc.

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That is pretty dumb of toshiba to suspend OLED. That pretty much leaves Samsung unchallenged in this technology. Guess that's why Samsungs are ranked as one of the best in LCD TV.

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Samsung? I think you mean Sony here. They have already shipped their first OLED TV's to market in Japan. Samsung will certainly have a product in this space but they are still quite a ways behind where Sony already is. Sony is WAY out in front of everyone in this space right now.

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I dunno I read this some time ago http://www.technewsworld.com/story/39392.html so if you can show me where Sony is way ahead I like to read it. By the way since Sony has released its 11" display Samsung is poised to deliver its 40" OLED at the next CES this January. http://www.macnn.com/art.../40.samsung.oled.at.ces/

A 2012-2015 release I think it might be release 2-3 years from now but that is just my opinion

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This is a bit disappointing because from what I had read (quite a while ago), OLED is a very promising technology.

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Not to worry, they haven't abandoned theor OLED efforts all together, they just aren't going lead with them to market like they had originally planned. Eventually, everyone will move to OLED. Sony has already shipped their XEL-1 OLED TV in Japan. It is only 11 inches and sells for $1,750 but it at least gets a product out into the marketplace for Sony as a viable "proof of concept" device.

As yields get higher on these screens and volums go up, prices will drop. Sizes will go up as well. But, rest asured, OLED is with out quesiton THE technology of the future.

As a technology, it trumps LED and Plasma, hands down at just about every imaginable level.

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It certainly seems like a fantastic technology. It appears to offer the advantages of both LCD and plasma, with no serious drawbacks other than degradation of the organic compounds over time. Hopefully the technology will advance far enough to extend that significantly.

It sure does get rather tiring trying to keep up with all the changes in display technology, but is still nevertheless extremely exciting.

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You can always go back to tried-and-true CRT. :P

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Back? I'm still there. :)

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They may even be selling those oled sets quite well. I am yet to see one. Strangly enough Sharp seems to have the spotlight at the moment

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"It is only 11 inches and sells for $1,750"

Lol sorry but that I don't think you can even consider this hitting the marketplace. Sounds like instead of taking time to get it at a reasonable size and cost they just slapped the first working one they had on the market. For now all those are good for is taking up shelf space.

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If the size doesn't bother you they have a GREAT picture.

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All of my TV's except the projector are Toshiba. I've never had a problem with any of them. All of my CRT's were Sony but CRT has gone the way of the buggywhip.

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