BOE holds TV display technology "Search Source" tasting event

The BOE Wuhan 10.5-generation LCD production line visit and TV display technology tasting event with the theme of "Seeking the Source" was held in Wuhan. At a time when the current TV industry and demand are facing new changes, this event went deep into BOE's industry-leading 10.5-generation LCD production line, and through the interactive experience of the technology tasting area, the excellent performance of ADS Pro technology in high ambient light contrast, full-viewing angle without color deviation and matching Mini LED backlight was explored on the spot, fully demonstrating BOE's technological innovation strength, intelligent manufacturing level and leading market advantage in the field of TV LCD display. In this event, BOE, together with industry guests and media partners, explored the development trend of high-end TVs and the infinite possibilities of home large-screen experience from the display technology and intelligent manufacturing source that help TVs achieve the ultimate image.

Su Shunkang, Vice President of BOE Technology Group and General Manager of Wuhan BOE Optoelectronics Technology Co., Ltd., said: "As a pioneer and leader in the LCD display industry in mainland China, BOE has achieved industry leadership in market size, shipments, technology, and applications. Among them, the Wuhan 10.5-generation line is currently one of the world's most advanced LCD production lines. Through continuously upgraded production processes, high-level digital operation management and green sustainable energy systems, it provides strong guarantees for the excellent performance and reliable supply of high-end LCD products." Zhou Shuang, Deputy General Manager of BOE TV SBU, said that the consumer market has shown a strong desire for excellence in TV picture quality and immersive large-screen experience. BOE ADS Pro is the only technology that can cover all product types from mobile phones, tablets, notebooks, monitors to TVs. With its advantages such as high ambient light contrast, ultra-wide viewing angle, and ultra-high refresh rate, it is leading the revival of the TV industry and becoming an important breakthrough in the innovative development of large-screen display products such as TVs.

As a high-end LCD display technology with independent intellectual property rights, BOE ADS Pro is currently the world's leading hard-screen LCD display technology in terms of shipments. After continuous innovation and upgrading, BOE ADS Pro technology has achieved an ultra-wide viewing angle of nearly 180° for smart terminal products with the industry-leading full-viewing angle and no color deviation advantage, and has perfect picture quality with high ambient light contrast, high refresh rate, high color gamut, high brightness, and extreme black state, pushing the picture quality and technical performance of LCD display to a new height, while also having the characteristics of healthy eye protection, environmental protection and low carbon. In the technical tasting session of this event, a series of intuitive and vivid on-site experiences also allowed the guests to personally experience the superior performance and shocking picture quality of ADS Pro.

In the high ambient light contrast technology experience area, a horizontal comparison display of UB Cell TV and TVs of the same level in the market under different ambient light conditions was set up. Through the guests' intuitive visual experience and the measurement of screen brightness, reflectivity and other parameters by on-site optical instruments, the excellent performance of ADS Pro technology in ambient light contrast was objectively demonstrated. Compared with the traditional darkroom contrast, the ambient light contrast (ACR) based on the conventional indoor lighting environment is the contrast perceived by users in real application scenarios, which is more meaningful for consumers. BOE (BOE) ADS Pro uses a variety of anti-reflection technologies such as pixel structure optimization, new material development, and surface treatment to significantly reduce the light reflectivity of the display surface from 5% of conventional products to 0.7%. Under the conventional 500nit screen brightness and 100lux ambient light illumination, the ambient light contrast of the screen is greatly increased from 224:1+ of conventional products to 1400:1+, achieving higher light adaptability and better picture quality, allowing consumers to watch TV without fear of ambient light interference. As a high-end technology newly upgraded based on the technical advantages of ADS Pro, the ambient light contrast ratio of UB Cell display is much higher than that of other technologies used in flagship models on the market, which greatly improves the ratio of bright and dark brightness of the screen, making the dark part of the screen darker and the bright part brighter, and the picture quality more delicate and realistic. It has made a breakthrough in making LCD display achieve perfect picture quality comparable to OLED, which is an important milestone in the development of LCD technology. At present, UB Cell technology is widely used in the flagship products of major first-tier manufacturers around the world, and is gradually becoming the mainstream of large-screen display.

In terms of full-viewing angle without color deviation, the guests also felt the shocking experience brought by the ADS Pro technology's ultra-wide contrast viewing angle of nearly 180 degrees and ultra-large color fidelity viewing angle through multi-angle observation. Based on the horizontal plane-oriented liquid crystal mode and new optical phase compensation materials, ADS Pro greatly optimizes the color attenuation and color deviation problems that occur when traditional TVs are viewed from the side. Whether it is viewed from the front or from the side, it can present the "true" color, with no color deviation or fading at all viewing angles, allowing consumers to achieve the "C position" everywhere in their home viewing. At the same time, the combination of ADS Pro and Mini LED backlight further verifies the leading advantage of the two as the best partners for picture quality improvement. With the wide viewing angle and high refresh performance of ADS Pro, combined with the high HDR and extreme dark state picture quality given by Mini LED backlight, it can achieve a comprehensive improvement in the characteristics of ultra-high refresh, ultra-delicate picture quality, extreme black state, and no tailing of dynamic pictures. At present, the technical solution of ADS Pro+Mini LED backlight is no longer limited to the field of large-screen display, but has gradually expanded and been widely used in small and medium-sized monitors, laptops and other IT products. In addition, a series of flagship new products from first-tier manufacturers enabled by ADS Pro technology were also displayed on site, including 110- and 98-inch ultra-high partitions, ultra-high refresh rates, and ultra-high picture quality large-screen TVs, fully demonstrating the strong innovation and leadership of BOE (BOE Technology Group Co., Ltd.) and its partners in the field of TV display technology.

Omdia data shows that the average size of LCD TV panels in the first half of 2024 is 50.8 inches, an increase of 1.5 inches compared to the first half of 2023. The TV market has entered the era of large screens. At the same time, BOE has ranked first in the world in terms of shipments in the field of TV displays for six consecutive years. It has always led the development trend of the industry in the ever-changing market environment. Its industry-leading ADS Pro display technology has enabled many high-end flagship TVs of many TV manufacturers, and continues to promote the upgrade of picture quality and experience innovation in the TV market to adapt to personalized and scenario-based consumer needs. At present, the market share of ADS Pro technology in the fields of monitors, notebooks, tablets, especially large-screen high-end TVs, has been increasing year by year, and has become the first choice for high-end models of major first-line terminal brands in the world.

As a leading company in the global semiconductor display industry, BOE has created the "Powered by BOE" industry value innovation ecosystem with high-end display technology brands such as ADS Pro, and continues to empower the high-end development of LCD displays and the immersive, intelligent large-screen experience of end users with industry-leading technology, product strength and market power. In the future, BOE will continue to explore and practice the field of display technology with upstream and downstream partners in the industry chain, and lead the new "visual" world of intelligent and boundless display with its "screen" strength.