Betting 8K, should Sharp be a pioneer or martyrs?


Recently, a friend of the author called to inquire: “How much bandwidth is required for the transmission of 4K TV programs? Why is the broadband in the home 100 megabytes, and the 4K program playing a video platform can be unbearable?”
This issue reflects a large amount of information: First, some video programs can already support 4K resolution on-demand on some video platforms. Second, 4K video has huge storage capacity and requires extremely high network conditions. At present, most Chinese families cannot play 4K videos online smoothly. In other words, the "4K" that has been simmered for many years is still not a practical "concept" for most Chinese consumers.
However, in August, the industry has already announced that Sharp will officially release the news of home 8K LCD TVs. When 4K LCD TVs are still far from expectations, Sharp has already bet on 8K LCDs! Is it crazy?
8K LCD is difficult to popularize
The industry knows that 8K, also known as QUHD technology, resolution up to 7680 × 4320, 4 times the display effect is 4K display, is currently the mainstream high-definition (FHD) resolution 16 times. With a normal human eye vision of 1.0, 8K TV can give people 4.3 times the HD visual experience.
Compared with the 4K liquid crystals that the industry is currently advancing, 8K's resolution multiples increase, while its technical and industrial ecological construction difficulties are even more "geometric."
If the core challenge that the 4K industry faces is a series of problems caused by too much data, then 8K will double the problem. Take the transmission environment as an example. At present, a 4K standard movie after audio track compression needs about 200 GB of storage space, and the speed of online download of 4K videos smoothly running online needs to reach 40 m/s, and the theoretical download of 200m optical broadband in Chinese homes is currently under way. Speed ​​is only 25m/s. But even if the video with 8K resolution is only 1 minute, it needs 194GB of space, and 20 minutes requires 4TB of space!
The huge amount of data is still the core issue of the 4K industry. This problem has led to challenges in the shooting equipment, production costs, transmission pressure, imaging technology, mobile storage and playback equipment, making the lack of 4K program sources as the core The ecological bottleneck is still not breaking. At present, there are very few companies in the world that exclusively produce 4K sources. Ali's 4K Garden is currently the only 4K content production and distribution platform in China, and it has only just received A round of 60 million yuan investment a few days ago.
The ecological construction of 4K is still far from complete, and the extremely large ecological chain construction related to 8K is even more distant.
In addition to ecological construction, 8K LCD playback hardware and technology are also difficult. 8K-resolution playback devices require extremely high conditions in terms of LCD panel size and drive technology. Due to limitations in the production process, the lower limit of the 8K TV is 80 inches (40-inch limit for 4k TV), and the oversized panel The production process is extremely complicated; on the other hand, the drive technology is optimized. The cost of TPS and IGZO drives in large size is relatively high. In response to 8K resolution, extremely high requirements will be placed on the drive materials.
Therefore, in the case of hardware manufacturing technologies and software ecosystems are seriously missing, Hisense, LG, Changhong and other brands have all released 8K LCD TVs, but they only stay in the concept machine. Now, Foxconn’s new Sharp has released consumer-grade 8K LCD TVs. Is Sharp already ready for 8K LCD manufacturing technology and ecological construction?
Sharp's fineness
In the 8K LCD TV industry's ecology and hardware manufacturing and other aspects close to 0, Sharp has been continuing to preach the 8K LCD revolutionary breakthroughs in the past six months, and to the recent high-profile release of consumer-grade 8K TV, the strategic confidence from which?
Foxconn Technology Group Vice President and Foxconn University Chen Zhenuo is the evangelist of Sharp 8K TV. He said: “The market is likely to bypass the 4K bottleneck and directly popularize 8K TV! This requires Sharp as a pioneer to guide the industry.”
So, from now on, Foxconn empowering Sharp, in the 8K pioneer position, what divided into several colors?
First, look at hardware manufacturing. Currently, Sharp's original 10th-generation wire-sinking plant (SDP) has the capacity to mass-produce 8K LCD panels; the 10.5-generation LCD panel production line opened in Guangzhou will also produce 8K LCDs after completion in 2019. Panels and related products; invested more than US$10 billion in the construction of a state-of-the-art LCD panel manufacturing facility in Wisconsin, USA, with a focus on 8K displays.
Second, look at the ecological construction level. In order to allow the 8K industry to rapidly establish commercial applications and scale, Chen Zhenguo disclosed that Foxconn and Sharp are spurring the construction of the 8K industrial ecosystem, including related equipment and players for producing 8K images, and Foxconn will invest. In order to ensure the richness of 8K video resources, Foxconn and Sharp have also actively deployed 8K imagery. Sharp collaborated with ASTRODESIGN, a Japanese video equipment manufacturer, to jointly develop an 8K-capable video system, including cameras, image processing devices, and monitors that are necessary for photography or video production. In addition, Foxconn has completed a system-on-chip (SoC) for 8K high-definition image processing and will plan to enter the filming stage as soon as possible.
In addition, Sharp has partnered with Vogue Film to take the lead in applying 8K technology to the world's first fashion video shooting. At the same time, 8K live broadcasts are also used in the Super Bowl and WBO champions.
In the 8K ecological construction that can be expected in the future, Chen Zhenguo stated that Sharp is talking about the broadcast of 8K signals with one of the four major sports leagues in the United States, and the 2020 Tokyo Olympic Games has also confirmed the adoption of 8K signal broadcast. Even 2018 Korean Olympic Winter Games confirmed the adoption of 8K signal broadcast. "At the closing ceremony, there will be a link between China and the 2022 Winter Olympics. The person in charge of the design of this link has already communicated with us through the display effect under the 8K signal."
It is worth mentioning that the popularity of Foxconn in the summer can be described as an all-round attack on the construction of the entire 8K industry. In order to encourage and foster more 8K video production teams, Xia is popularizing Foxconn in Beijing and other places to build "training bases" to attract more talents and resources. The industry generally believes that Foxconn intends to use this to expand its right to speak and strive for more incentives at the government level.
Forward in dispute
It seems that the “father of LCD” has made the ultimate product of liquid crystal production a mission and has launched a series of actions under the energizing of “modern factories”. But even so, the industrialization of 8K LCD TVs is still far away. To some extent, Sharp's release of consumer-grade 8K LCD TVs is an active strategy to stimulate market gaps.
The popularity of 4K TV in the bottleneck of industrial ecology is a very good case. According to AVC's omni-channel push total data: From January to July 2017, 4K TV sales accounted for 57% of sales in China's flat-panel TV market, and sales accounted for 77% - in 4K program source and network transmission. In the absence of solutions to the environment and other issues, 4K resolution has become the "standard" for high-end playback terminals. The reason for this pattern is that many color TV companies push the 4K product strategy.
Sharp tried to lead the 8K wave but faced a more complex competitive environment than the 4K period. On the one hand, there is still a lot of controversy about whether or not the resolution is further improved. On the other hand, various display technologies such as OLED are also rapidly developing in dispute, and even the interactive display of VR has entered the air.
Therefore, Sharp's strategy of popularizing consumer-grade 8K LCD TVs is bound to be controversial, but in any case, home 8K LCD TVs really come. (sea blue)

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