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Liquid crystal display (LCD) technology is no longer the future of the television industry. This consensus has been widely accepted by major players in the display sector. Leading companies and TV manufacturers have already started preparing for the next era of display technology years ago, aiming to lead the market in the coming years. For example, LG Display began its OLED TV strategy as early as 2013; Samsung and TCL have been actively developing and applying quantum dot (QLED) technology; and Hisense launched laser TV products back in 2014.
OLED technology is currently the most mature self-lit display solution, offering pixel-level light control. Thirteen TV manufacturers globally are involved in promoting OLED TVs, which are highly favored by premium consumers. Meanwhile, quantum dot display technology shows great potential, with a future direction leaning toward self-illumination. Samsung (through its acquisition of QD Vision) and TCL (via Hua Xing Optoelectronics) are working hard to move beyond LCD limitations through QLED innovation.
But what about laser TVs? If OLED and QLED are already shaping the market, then laser TV remains the most intriguing and confusing option. With too many brands and concepts, it's easy for consumers to get lost. The laser TV industry needs a true leader to bring order and standardization. Historically, only Hisense has demonstrated the strength to lead this space.
Since 2007, Hisense has been researching laser display technology. While LG Electronics first proposed the concept of a laser cinema TV, it faced significant technical challenges and eventually gave up. Hisense, however, persisted. In 2014, it officially launched a laser TV product, offering an immersive large-screen experience that stunned users.
Some may believe that Hisense’s focus remains on LCD TVs, but Dr. Xianxin Xian, Deputy General Manager of Hisense Laser Display Co., Ltd., envisions a future where "Laser TV can replace LCD TVs." To achieve this, Hisense has gradually reduced the size of its laser TVs from 120-inch and 100-inch models down to 88-inch and 80-inch, with plans to explore even smaller sizes like 70 inches.
Interestingly, larger LCD TVs are significantly more expensive than laser TVs. As laser display technology advances and production costs decrease, laser TVs are gaining ground due to their eye-friendly design, compact form factor, and space-saving benefits. This makes the possibility of laser TVs replacing LCDs increasingly realistic.
However, one challenge remains: improving image quality. Laser TVs use ultra-short throw projection technology, but there is still a gap between their performance and that of mainstream LCDs, let alone high-end OLED or QLED models. Many projector brands avoid discussing weight and brightness, focusing instead on size and brightness, which is misleading.
The laser TV market is currently chaotic, with inconsistent quality and wide price variations. Higher brightness often means less color accuracy, and larger screens tend to lose brightness over distance. Only Hisense maintains strict standards, offering fixed-size models equipped with high-end screens and surround sound for optimal visual and audio experiences.
Dr. Liu Xianrong emphasized that Hisense's laser TVs are benchmarked against LCDs, striving to match or exceed their quality in lab tests. Their lifespan is also strong. Only when laser TVs reach such a quality level can they truly compete with LCDs, as consumers are unlikely to pay for lower-quality alternatives.
Looking at the market, the global TV sales reached 200 million units in 2016, while the projector market was just 8 million (excluding micro-investment devices). This highlights the vast potential of the laser TV market. Brands like Hisense, Mimi, Nuts, Micro Whale, Kansang, and Xiaomi have all entered the laser TV and micro-investment space, driven by optimism about the industry's future.
Wallpaper OLED TVs and screen-sound OLED TVs have redefined the way we think about televisions. These innovations show that the future of TV should not be bulky or unattractive. Similarly, laser TVs offer exciting possibilities in terms of design and form.
In the current "Three Kingdoms" era of display technologies, OLED is showing great promise, though its production capacity is still limited. QLED, supported by Samsung, TCL, and Hisense, could revolutionize the market once its self-illumination potential is fully realized. Laser TVs, on the other hand, need to establish industry standards and prove themselves in picture quality.
While LCD TVs still have a long lifecycle, they are gradually becoming synonymous with low-end options. As new display technologies gain traction, the market is shifting. However, OLED and QLED TVs are currently more popular, making laser TVs seem somewhat sidelined.
With companies like Samsung, LG, and Sharp having their own panel businesses, and TCL owning Huaxing Optoelectronics, Hisense stands out by not having a display panel division. This gives it a unique opportunity to focus on laser-free screen TVs.
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