[SID] Sony: OLED Superior to LCD

May 22, 2008 20:11 Shinya Saeki, Nikkei Electronics

Yoshito Shiraishi, general manager of E-Products and Business Development Department, TV Business Group, Sony Corp, delivered his keynote speech titled "Sony's Challenge to be the First Out with OLED TVs" and discussed history, performance and future prospects of Sony's OLED panel development at "SID 2008."

Sony launched its "XEL-1," the world's first 11-inch OLED TV, in December 2007 (See related article 1). Revealing that Sony "came up with a new prototype every three months" when developing the OLED TV, Shiraishi introduced some episodes that illustrate that Sony continuously updated the specifications over a short period of time.

He used a number of slides to show comparisons of performances including contrast ratio, gamma characteristics, power consumption between LCD and OLED panels. As for power consumption, he made a comparison with Sony's "BRAVIA" LCD TV. Presenting detailed values of power consumption by content category, such as news, dramas and variety programs, he highlighted the superiority of OLED, saying, "OLED has many advantages over LCD."

He concluded his speech with future plans for Sony's OLED business. Sony announced a capital investment of approximately ¥22 billion (US$213 million) in volume production of 20-inch OLED panels on Feb 19, 2008 (See related article 2). While mentioning this, he said Sony will pursue the development of products that can propose new lifestyles through the sophisticated interior designs, for example.

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