Diversity of Digital TV products to highlight Jan. CES
12/30/97
Communications Daily
Warren Publishing, Inc.
(Copyright 1997 by Warren Publishing, Inc.)
Direct-view DTVs from JVC, Sharp and possibly Sony will share floor with rear- and front-projection prototypes from Mitsubishi, Samsung and others at Consumer Electronics Show ( CES ) Jan. 8-12 in Las Vegas, Warren Publishing's Television Digest has learned. Novel configuration will be standard-definition (SD) widescreen plasma display from Mitsubishi. In all, 14 CE manufacturers will demonstrate DTV sets for fall launch, most using 2 over-air high-definition (HD) signals and internal HD feed supplied by conference sponsor Consumer Electronics Mfrs. Assn. Projection sets will dominate DTV prototypes at CES , with exhibits from at least 9 companies. Premise is that HD impact is most perceptible on largest displays and, for time being, that HD 1080i resolution is achieved more economically than with direct-view CRTs. Nevertheless, sources said Sony has been showing retailers 34" Trinitron XBR set, tentatively priced at $10,000 for Oct. 1998 delivery. Sony in past has refused to disclose its DTV plans, saying it will pursue various approaches to consumer product. Source close to company dismissed retailers' report, saying Sony won't discuss specific products or prices even at CES . Recently, senior engineer at Sony Bcst. Div. said company would market 32" direct-view and 50" rear-projection TV, but his account was contradicted by consumer marketing executive. JVC confirmed it will show direct-view set at CES , but wouldn't elaborate on details. Sharp also withheld details on direct-view DTV that company told us it will demonstrate at CES . Spokeswoman said Sharp also will exhibit set-top DTV-to-NTSC converter. Hitachi and Thomson will reveal details of DTV-to-NTSC converter to be built at latter's Juarez, Mexico, plant for 1999 delivery at estimated $600-$700. Although Panasonic wouldn't tip hand for CES exhibit, in past executives have said company will "lead" its DTV offerings with converter box. JVC gave us indication that it, too, will pursue set-top market. "The industry has sold more than 22 million direct-view sets 32 inches and larger over the past 2 years, so there's rather a lot of high-quality displays out there that need a way to get the DTV signal," said David Kline, JVC gen. mgr.-strategic product planning. "It's important that we as an industry offer converter boxes as an option, so we can keep NTSC analog sales going." Although Mitsubishi and Zenith will demonstrate DTV projectors with receiver/decoder as separate module, executives said systems are prototypes, and companies won't address converter-box issue at CES . Mitsubishi 73" widescreen rear-projection monitor will display HD output from receiver module, but neither is final product, Product Planning Mgr. Martin Zanfino said. He said company also will exhibit 100" HD image from data-grade front projector on rear-diffusion screen. On broadcast side, Zanfino said Mitsubishi HD encoders will be used by CBS affiliate KLAS, Las Vegas, and KLVS, PBS station there, to send live programming during show, and by CEMA for internal HD feed that will be carried on Ch. 49. Each exhibitor is reimbursing CEMA $8,000 for cost of setup, spokeswoman confirmed. Programming will include sports, prime-time segments, new and archival material from KLAS, with KLVX to air Nature and Nova series and other arts and drama segments. Mitsubishi sideshow will be 46W-plasma SD display. Zanfino said flat panel is slated for 4th quarter 1998 delivery to consumer home theater market. Mitsubishi showed prototype at Japan Electronics Show and last month's Comdex, but previously had discussed only industrial applications for panel. Philips, Sharp and Sony have similar SD-capability in 42W plasma-addressed LCD (PALC) panels, but haven't divulged plans for CES or beyond except for usual boilerplate about showing variety of approaches to DTV; ditto for Pioneer, which has conventional plasma widescreen. Sharp spokeswoman, though, told us company will exhibit LCD front projector for DTV. Other CES surprise will be 55W Samsung DTV rear projector -- entirely home-grown product including chipsets and 7" projection CRTs. Mark Knox, senior mktg. mgr-digital products, said HD set has tentative price tag in $5,000-$7,000 range but cost will depend on fluctuating exchange rate of Korean won, as first sets will be built in Korea from domestic components. Samsung HD set recently passed compatibility trials at Advanced TV Test Center in Washington, and with broadcast from CBS experimental station at Empire State Bldg. in N.Y.C., company said, adding that KLAS-TV will use set as studio monitor for HD telecasts during CES . Samsung is likely to offer converter box eventually, Knox said, because company designed its DTV universal-format converter with flexibility in mind. Zenith will show 64W rear projector and data-grade Pro 900 front projector. Spokesman said latter will take HD input from outboard DTV receiver/decoder. Also planning to preview DTV sets at CES are Ampro, Pioneer, Runco, Vidikron. Circuit City doesn't expect "large problem" switching from old analog TV set inventory "to the new," Pres.-COO Alan McCollough told financial analysts in Dec. 17 conference call. Because first-generation DTV sets will command "reasonably high price premiums," he suggested there's little likelihood introductions will crimp sales of more commodity-priced TV sets. Moreover, McCollough said, DTV introductions are expected to "bring people in our doors to see the existing television sets, which we believe will offer an extraordinary value." Chmn.-CEO Richard Sharp said he expects that widespread availability of DTV converter boxes, meshed with "digital-ready" analog sets introduced next year, will ease transition and invigorate TV set business overall. He said: "We're excited about the fact that {DTV} will generate a lot of interest in the TV business, and get people into the store, where they'll be able to decide between the 2 technologies and drive both analog and digital television sales." |
