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Content breaking the mold of ordinary TVs

10/16/09

Posted under LED TV, digital content

By Alexander Villafania
INQUIRER.NET

MANILA, Philippines – The market for widescreen television in the Philippines is gradually increasing as more consumers continue to look at more fashionable electronics with cinematic qualities.

Prices of widescreen TVs, specifically LCDs, are also in the decline as demand and competition of different brands increases. Two years ago, a 32-inch LCD TV would have cost around P45,0000 to P60,000. Now, most 32-inch models have gone below the P1,000-per-inch threshold.

These units have also become technologically better through the years, particularly on the picture quality. Most are only high definition-ready (720p) while others are already capable of playing full high definition (1080p) videos especially from Blu-Ray discs or game consoles such as the Xbox 360 and PlayStation 3.

But most Filipinos with widescreen TVs only enjoy just about standard definition (480p) movies, especially those on DVD. They are not actually using up the most of their TVs. Still, some TV manufacturers see the market becoming more sophisticated as they buy new TVs that produce better picture quality to get the most cinematic experience in their homes.

Brands such as Sony, Toshiba, Panasonic and LG are coming out with the several models catering to different market segments. Obviously, price drops of widescreen TVs will continue as these brands flood the market with different models.

Samsung, on the other hand, is going on a different direction: instead of introducing cheaper widescreen models, they are taking on the premium market segment. They are the first to introduce LED TVs in the Philippines. These models include the 40-inch Series 6, 7 and 8.

In a recent tour, Samsung Philippines officials showcased two of their models, the Series 7 and 8, which come in 46-inch to 55-inch sizes. These are the company’s flagship models in the LED segment and with good reason: these two are capable of Internet access and content download through a Samsung service called DLNA (digital living network alliance). These also have limited Internet TV capabilities.

Because of these, the Series 7 and 8 are provided with wireless connectivity (a wireless dongle is required for the Series 7), as well as an Ethernet port to connect it to a router. There are few TVs that have such connectivity.

While these technologies are still in their infancy, Samsung is already taking the trend a little further — that is, while they’re still ahead. Amby Navarro and Joanne Roman – respectively, the marketing group head and home appliance product specialist – said their new LED TVs are aimed at making the television an integral communications tool for the home. The Internet TV and DLNA functions make the Samsung Series 7 and 8 come closer to the realization of a true multifunction appliance.

According to Roman, Samsung Philippines is already talking to several local content providers about creating widgets, which should be downloadable via DLNA. These companies organizations are provided with software development kits (SDK) that allow them to build widgets specifically for Samsung.

There is no known limit as to what content can be made using the Samsung SDKs though Roman said a company could create a communications tool.

Meanwhile, Navarro believed that by putting more functions in TVs they are creating a new market for the Philippines that will use their TVs for more than just viewing movies but also for communications.

“The value of a TV increases if its use goes beyond just merely watching something. These should not be empty boxes that look good but they have to be something more dynamic and useful. By putting content, people will enjoy their appliance even more,” Navarro said.

By Alex Villafania
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