It is also more than the kindness of the heart, although he has not regretted it after nine deaths. ï¼ï¼ï¼ Qu Yuan "Li Sao"
For Sony TV, the only thing it can do is "audio and picture". Although he has not died nine times, this road of search is also extremely uneven. Today, Sony TV, which once faced a crisis, has become a "superior" in this industry. After releasing the A9F and Z9F of the Picture Truth series, Sony once again proved its ability to "make the best TV no matter what panel it uses". The steadily rising market performance in the past three years has formed a sharp contrast with the bleak industry status quo. Lao Gao (Hiroshi Takahashi, Chairman and President of Sony China Co., Ltd.), who is well versed in the Chinese market, said that we have our standards for TV and will not compromise with anything else. I have no regrets for our persistence!
Behind "Painting Truth": Every great success must be persistent
From Kazuo Hirai to Kenichiro Yoshida, what Sony has insisted on under the two-term president is to enhance the user experience and at the same time pass it on to the user with "movement" (Kando). When it comes to TV products, Sony's insistence is the best audio and picture quality experience.
Sony named the A9F OLED TV and Z9F LCD TV "MASTER Series", and the Chinese name "画谛" is a name reserved for the top flagship models by Sony. And each TV called "Picture Truth" not only has Sony's highest quality display technology, but also has been adjusted by Sony when it leaves the factory. It is precisely because of this that the picture quality of the "Picture Truth" series of TVs far surpasses ordinary household-level products, and is close to the professional-level monitors used by filmmakers. Ichiro Takagi, president of Sony Visual Products and senior executive vice president of Sony Group, expressed the hope that the "Picture Truth" series of TVs can break the barrier between content creators and viewers, and let the original creators’ creative truth pass through the "Picture Truth" authentically. To every ordinary consumer.
The core of the advanced picture quality is that both A9F and Z9F are equipped with Sony’s most sophisticated X1 Ultimate chip. Whether it is on OLED or LCD panels, the X1 flagship chip improves color and picture quality, whether it is brightness, contrast, and dark details. , And motion picture compensation have reached a whole new level. This is an easy conclusion to draw after comparing Sony’s previous products and competing products at the same level with "Picture Truth". However, Sony is no longer satisfied with this contrast, and it is its new pursuit to move closer to professional-level monitors in picture quality. Through consideration of various extreme scenes, the picture quality of the A9F is already comparable to the professional BVM-X300 monitor.
Of course, being comparable to professional monitors is not just a slogan. This time Sony has deeply integrated professional display technology with consumer-grade products. It not only supports professional image modes, but also supports TV calibration through CalMAN software. If you want to achieve this kind of professional calibration, you not only need to install the CalMAN application software on your computer, you also need to install the "CalMAN for BRAVIA" application on the TV, as well as other related hardware such as pattern signal generators and colorimeters.
Unlike LG's hardware-based manual basic correction, the CalMAN function in Sony TV is a software implementation, and it is automatic, and does not require high professionalism. This means that CalMAN can access the post-adjustment setting options in the menu like the preset mode. Although it is not a basic correction, the advantage is that if the TV needs to be reset for some reason, the calibration results can be recreated. Such a function is not a dazzling technique. No matter what TV, the brightness and color will decrease and shift over time. If you want it to show the best picture quality, such software automatic correction is undoubtedly the best choice.
The sound quality improvement of the "Picture Truth" series is more reflected in the A9F. Sony OLED's iconic technology screen sound field technology has been upgraded, and the new generation of screen sound technology is called AcousTIc Surface Audio + (the flagship version of the screen sound field). It not only increases the speaker power from 50 watts to 98 watts, but also adds a vibration unit in the middle of the screen on the basis of the A1 and A8F dual vibration units. At the same time, it also adds a woofer to the back subwoofer to achieve a complete 3.2 system.
Through the experience of the sound effects of different sources, the sound quality of the A9F is more powerful and flexible than the A1 and A8F, and the directivity of the sound on the screen has also been strengthened, because the woofer is changed to two and the sound is emitted to both sides, A9F The surround sound experience has also been greatly improved. Such improvement is not easy. Sony engineers have made many improvements to the material, position, and fixing method of the sound vibration device, and also developed an independent DSP control for the newly added central sound unit setting, and passed continuous experiments. To find a solution to make the sounding units not cross-talk each other. In addition, in order to better match the A9F with the home theater system, the flagship version of the screen sound field can also allow the A9F TV panel speakers to be used as a center speaker.
As mentioned above, the "Painting Truth" series has many technical upgrades, but what remains unchanged is Sony's ultimate pursuit of consumer audio and picture quality experience.
Behind the most profitable: not chasing the wind to maintain core competitiveness
Although the overall data of various TV industries 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 strength, is Sony's strategic execution in the TV field and sound and non-sticky thinking.
Takagi Ichiro stated 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's TV business. Xie Biao, President of the Consumer Electronics Business Division of Sony (China) Co., Ltd., elaborated on the practice method in the Chinese market, that is, never blindly pursue market scale, insist on user segmentation, and use Sony’s core technological competitiveness for different consumption. Provide diversified products that meet demand.
In the face of the increasingly fierce technology genre dispute in the industry, Sony's attitude is much more open. Takagi Ichiro said that Sony is not a panel manufacturer. Sony's technology research and development focuses on image quality processing chips, and will select the most suitable technology direction and panel for the chip. In Sony's judgment, LCD will still be the mainstream market in the next three years, and OLED will have a good prospect in the high-end market because of its characteristics. Although laser projection products are developing rapidly, Sony is positioning it in the 2B market. The stage of laser technology development in the civilian market cannot meet Sony's standards for audio-visual products and will not be launched. The real QLED technology will become more and more complex in production processes, methods, and procedures, and Sony will keep paying attention. Toshiyuki Ogura, chief TV R&D engineer at Sony Vision Products, said that no matter how the future display technology develops, a processing chip that can promote the best picture quality of these display technologies is needed. So no matter whether it is OLED, QLED or LCD in the future, Sony can produce the best TV with the highest performance, including the integration of panel, picture quality, audio and other software technologies.
But Sony's attitude towards 8K has been relatively clear. At this year's CES, Sony has demonstrated a prototype with an 8K panel and equipped with the X1 flagship chip. The extreme brightness and high-contrast three-dimensional picture of the machine are impressive. Takagi Ichiro said that because the 2020 Olympics will be held in Tokyo, Sony has reached an agreement with NHK television that the launch of 8K products in Japan will definitely catch up with this point in time. However, due to factors such as cost control, technical difficulties, serious lack of content, and immature storage and playback equipment, there is no timetable for the release of 8K products overseas. But obviously, Sony is ready for 8K.
Perhaps due to excessive emphasis on the essential sound and image quality of TV, Sony TV is non-Internet in the eyes of many people. But Takahashi said that the essence of TV is not contradictory to Internet content. Sony has launched a comprehensive content cooperation with Tencent. The content is relatively rich, but the quality needs to be improved. In the future, it will definitely strengthen the introduction of more high-quality Internet content.
Author's note: Excellent product power is the foundation for Sony TV to reproduce its brilliance. It can withstand the temptation of the market. Focusing on me and keeping the original heart are the key ideas for Sony's success in China. The market has changed a lot, and different consumers have many interpretations of what TV is. For some people, TV is a complete decoration for the living room, for some people it is a big IPAD for chasing drama, for some people, it is to become the control center of the smart home, and at the same time it is also a voice portal. But in Sony's eyes, TV is a product that pleases our glasses and ears, and everything else must be served for this. It is as simple as perfume to please the nose and food to please the mouth, and it is irreplaceable. Judging from the market performance of high-end TVs, there are still such a group of people willing to pay for it. Maybe there will be more and more such people, maybe there will be fewer and fewer. But I believe that people's pursuit of good feelings will never stop. If you put this pursuit first, go and watch Sony TV, maybe it is the same as you think! If you think it doesn't matter, you should also check out Sony TV, maybe he is different from what you think!
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