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JVC Professional APRIL 2007 NAB-2007 The ProHD Report
Copyright 2007 JVC Professional Products Company All rights reserved
Page 11 of 43
The real selling point of HDTV is now obvious to all of us: It is the much larger
TV screen and the ability to reduce the viewing distance, resulting in the home
audience’ ability to immerse themselves in the TV viewing experience. And the
optimum home display format for TV broadcast seems to be 1280x720p60.
The HDTV for the masses (Home Audience)
In 2006, the average screen size of all TV sets
(SD and HD sets) purchased increased to 32”,
from 27” in 2005 (and 2004). This was no doubt
caused by the sudden increase in the purchase of
true HD televisions, pulling up the average by the
larger displays, particularly large increases in the
flat LCD TV category, which in 2006 were
largely in the range 32” to 37” screen sizes. We
forecast that the average screen size in 2007 will
again increase significantly, perhaps to 40”, as the
larger screen sizes are reduced in price through
the year, and the sales quantities of the 40” to 50”
sizes increase proportionally more than the sales
quantities of the under 40” types. However, a
slowing of the increase in average screen size
happens in 2009 and a possible slight decline in 2010 when the large portion of
HDTVs purchased is again in the range of less than 40” driven by “middle-to-low-
income household purchases”.
The first question is: Is the average home viewer able to perceive a higher
temporal resolution at the average screen size of 40” if the material supplied
was 1920x1080i60 rather than 1280x720p60, even TV studio originated
material? We believe not, not even at 50” screen size except for a very few
“professional viewers” .
The second question is: What is the forecast unit sales breakdown between
HDTVs having 1280x720 native pixel matrix (including the related 1366x768)
and the 1920x1080 native pixel matrix?
It becomes a selling price issue. Right now (March 2007), the lowest price for a 42”
flat LCD HDTV with native 1366x768p60 is about $1,400 for a major brand model,
while the 1920x1080p60 sells for about $1,900. The off brand 1366x768 progressive
models are now heading for less than $1,000.