For quite some time now, 4K TVs have been on the market, yet consumers haven't seemed to jump on the bandwagon when purchasing mid-to-large-sized TVs. Smart TVs have instead become the norm for this category of product. However, recent developments have stirred things up. As reported, on July 27th at ChinaJoy2017, Sharp TV showcased their 8K TV models and presented other high-end products.
In Foxconn's plans, 8K large-screen displays are expected to bring enhanced intelligence features. From upstream video resources and photographic equipment to LCD panel production and consumer-facing TV products, Foxconn and Sharp have strategically positioned themselves across the entire 8K ecosystem. Despite Sharp’s efforts with 8K technology, it appears unlikely that the market will adopt it quickly. Here’s why:
From a visual standpoint, 8K technology doesn’t seem to cater well to mainstream TV sizes.
Looking at consumer behavior, a successful mass-market product must either meet existing consumer needs—like wanting a larger screen for better viewing—or inspire new desires, such as wanting clearer picture quality. 8K clearly falls into the latter category, but its practical application is less than promising. For instance, back in 2012 when 4K TVs were still in their infancy, I tried out Sony’s 4K model. Surprisingly, from personal experience, differences in picture quality could already be noticed on a 55-inch screen. Considering the 4K resolution doubles for 8K, to truly notice the difference in image quality at the same viewing distance, the screen would need to be at least 110 inches! How many households can accommodate such a massive TV?
This year has been marked by the trend towards bigger screens. The average size has surpassed 43 inches, with 55 inches becoming the most popular segment. The fastest-growing segment this year is 65 inches, with January sales rising by 207% year-over-year. While consumers are clearly drawn to larger screens, there’s still a challenge in integrating these into everyday life. In most residential areas, it’s nearly impossible to fit an 80-inch TV through standard elevator doors. Even during LeTV’s aggressive marketing campaigns a few years ago, they used a 120-inch TV as a marketing tool, which few homeowners were willing to invest in, even if they could break down walls to make it work. Clearly, 8K’s potential can only shine through with larger screens. That’s why Sharp’s initial 8K offering is still in the 85-inch range, targeting only a niche audience.
8K TVs don’t just mean higher resolution; they also come with significantly higher costs. Some might assume that as resolutions improve, price differences diminish, similar to what happened with Full HD and 1080P. But that’s not the case. Higher resolution means higher costs, especially since the backlight power requirement increases exponentially. This explains why LG introduced technologies like RGBW/WRGB, balancing power consumption and cost by compromising on screen quality. Given this, it’s no surprise that the launch of new 8K TVs comes with hefty price tags.
Behind the scenes, 8K faces significant challenges in production equipment, network infrastructure, and storage capabilities. It’s unclear whether Sharp alone can drive the adoption of 8K.
Each leap in video format isn’t dictated solely by output ports but rather by the actual format providers and the broader operational environment (including content availability). In broadcasting, much of the content remains at 720p, while mainstream domestic video sites offer mostly 1080p content. Even within the largest 4K content provider in China, premium content is scarce. On one hand, this reflects the sluggish progress of the broadcast system, and on the other, the high cost of 4K content has made video platforms cautious about investment. Pushing 8K without adequate support from output ports seems premature.
8K dreams are grand, but the reality is slim. Since acquiring Sharp, Guo Wei has invested heavily and is determined to revive the brand. With strategies like price adjustments for various sizes, aggressive advertising campaigns, and diversification efforts, sales have surged. However, this has also depleted capital and tarnished Sharp’s brand value. How can this be rectified? Through product upgrades. But given the uneven cost distribution, power inefficiency, lack of content, and consumer affordability concerns, how many are willing to pay the premium?
Don’t wait for 8K; buy a smart TV or box first!
For updates on smart TVs and boxes, check out Smart TV Information Network Sofa Butler (http://), a leading Chinese platform for TV box and smart TV news, offering insights, communication, and resources on smart TVs, software, and more.
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