SCTE

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Sony
SCTE TV Technology Overview April 20, 2006
Jack Gottlieb
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Sony
Agenda

• Adoption of HDTV and Services
• Digital Television HDTV Capabilities
• What Size TV is Right For Your Customers Room
• A Guide to TV Types
• Micro Display
• Flat Panel
• Tube

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Sony
Adoption of HDTV and Services

• The number of DTV (Digital TV) sets in the U.S.
  will
• grow from 13.8 million at the end of 2005 to 46.2
  million
• at the end of 2009
• HDTV sets will account for 87 of the total DTV
  sales
• and will number 40 million at the end of 2009
• Nearly ½ (47) of U.S. households are planning to
  
• purchase a high-definition television in the next
  12 months
• Nearly 34 of U.S. HDTV households do not have
• access to any kind of high-definition content
• FCC plans to end all analog TV broadcast in 2009

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Sony
Digital Television HDTV Capabilities
EDTV Enhanced Definition TVs can display a
480p picture, which Is DVD quality, but not as
detailed as true High-Definition HDTV Ready
These TVs can display a high-definition
signal 720p and/or 1080i) but do not include a
tuner for receiving digital broadcast HDTV
High-Definition TVs can receive and display over
the air digital HDTV broadcasts when connected
to an appropriate antenna Digital Cable Ready
HDTVs that include a Cable Card slot allow Cable
subscribers to get HD programming without a
separate cable box. (Get Cable Card details from
your local cable company)
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Sony
What Size TV is Right For Your Customers Room
Suggested viewing distances for HDTV capable
TVs
Screen Size Viewing Distance Range 30 3 ¾
feet - 6 ¾ feet 34 4 ¼ feet - 7
feet 42 5 ¼ feet - 8 ¾ feet 50 6 ¼ feet -
10 ½ feet 56 7 feet 11 ¾ feet 62 7 ¾
feet - 13 feet 70 8 ¾ feet - 14 ¾ feet
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Sony
A Guide to TV Types
Micro Display PJTV
What is a Grand WEGA TV (pronounced Vega)?
Grand Wega TV is a 3 LCD Rear Projection
Television that has 3 key characteristics
Grand WEGA TV is a 3LCD Rear Projection
Television that has 3 key characteristics
Bright Picture
Natural Color
High Detail
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Sony
A Guide to TV Types
Grand WEGA TV Key Selling Points

• 3 LCD panels
• High light efficiency, sharp focus
• Environmentally Friendly Lamps
• The combined 3LCD panels yields high efficiency
  from a lower wattage lamp without sacrificing
  brightness while using low power consumption

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Sony
A Guide to TV Types
Grand WEGA TV Key Selling Points

• 3 LCD Panels
• Vivid color down to each individual pixel
• All Colors, All The Time
• 3LCD panels are used to create color
  simultaneously to produce a final image that is
  more natural looking.

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Sony
A Guide to TV Types
Grand WEGA TV Key Selling Points

• Fine Gradation
• Dark areas, where the eye is most sensitive,
  have very good detail
• Vivid Colors
• All colors are rendered accurately with full
  detail and contrast.

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Sony
A Guide to TV Types
The Grand Wega Engine
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Sony
A Guide to TV Types
What is SXRD Technology?

• Silicon Xtal Reflective Display
• 1920 x 1080 high resolution
• 2,073,600 pixels per panel (x3)
• Fixed pixel device (or micro display device)
• Scales without any loss of pixels
• No Moving Parts

SXRD Panel
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Sony
A Guide to TV Types
Micro Display PJTV
DLP Digital Light Processing

• All DLP projection systems use an optical
  semiconductor
• known as the Digital Micromirror Device or DLP
  chip
• The DMD contains up to 2 million hinge-mounted
  microscopic mirrors
• The DMD either turns the mirrors towards the
  light source (on) or
• away (off) creating a light or dark pixel on the
  TV screen
• In order to add color, a white light is passed
  through a color wheel as it travels to the
• surface of the DLP chip. The color wheel filters
  the light into red, green and blue.
• The DLP system produces a very bright image with
  excellent blacks

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Sony
A Guide to TV Types
Micro Display PJTV
LCoS Liquid Crystal on Silicon

• LCos is a projection TV technology that
  sandwiches a layer of liquid crystal
• between a cover glass and a highly reflective,
  mirror-like surface
• patterned with a dense pixel structure that sits
  on top a silicon chip.
• These layers form a micro display that can be
  used in either rear
• projection or front projectors.
• LCos 3 chip design prevents rainbow effect and
  produces excellent
• color, contrast ratio and brightness

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Sony
A Guide to TV Types
Flat Panel Display
LCD Liquid Crystal Display
An LCD display consist of two polarizing
panels And a liquid crystal solution sandwiched
in between. Liquid crystals are rod shaped
molecules that bend Light when charged with a
electric current. Each crystal acts like a
shutter, either allowing light To pass through
or blocking the light. LCD TVs produce
excellent brightness and color. Screen burn in
is not an issue with LCD and display panel life
is Approx 50,000 to 60,000 hours
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Sony
A Guide to TV Types
Flat Panel Display
Plasma Technology
Plasma display panels are made up of an array of
cells, known as pixels, that are composed of
three sub-pixels (Red, green, blue) Gases in a
plasma state are charged with electricity that
Light the corresponding phosphors in each
sub-pixel to produce colored light Plasma
TVs offer excellent color, contrast and
brightness
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Sony
A Guide to TV Types
CRT Cathode Ray Tube
CRT Cathode Ray Tube technology consistently
delivers excellent picture quality at affordable
prices. Top quality tubes are still used as the
benchmark other display technologies are measured
against when comparing deep blacks, shadow detail
and making motion look naturally smooth. The
major drawbacks of tube TVs is their weight and
bulky cabinets. as well, tube TVs are limited in
their ability to reproduce full HD resolution
1920 x 1080 such as SXRD or DLP capable sets
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Sony
Q A