It's been quite some time since Sony unveiled its first large-sized OLED TV, the A1 series. When this series first hit the shelves, it certainly caught the attention of the entire television industry. According to statistics from the latest authoritative sources, the OLED TV A1 series, which debuted in the Chinese market this year, has garnered more acclaim than anticipated. Within just under six months of its release, it has claimed the top spot in OLED TV sales, with a market share exceeding 30%. It’s worth noting that despite a 9% overall decline in the Chinese color TV market, Sony managed to grow by 30%, showcasing the immense market appeal of Sony's products.
Meanwhile, the A1 series has also bagged numerous prestigious global awards during this period, including the renowned German Red Dot Design Award, often referred to as the "Oscar" of the design world. With the official launch of the new 77-inch A1 model, Sony's OLED lineup now includes configurations for 55, 65, and 77 inches. But what are the secrets behind the success of the A1 series? Last week, we were invited to Sony's TV headquarters in Tokyo, Japan, where we had the opportunity to speak with product engineers and gain deeper insights into this product.
Driven by Technological Innovation and User Needs
In many prior interviews, Sony executives have consistently emphasized the importance of creating products that genuinely satisfy user needs. As long as a technology benefits users, Sony strives to deliver the best possible experience. This philosophy led to the introduction of OLED TVs, a result of thorough justification and market research. As Gaoqiao Yang, Chairman and CEO of Sony (China), stated, Sony has been working on OLED technology for nearly a decade. After overcoming various technical challenges and ensuring mass production, Sony was finally able to introduce the A1 series to the market, offering superior detail in black and dark areas compared to LCD displays.
Sony was the first manufacturer to mass-produce OLED TVs over a decade ago, launching the world’s first 11-inch OLED TV, the XEL-1. Its extreme slim design and remarkable picture quality caused quite a stir. Later, Sony continued its OLED journey, introducing the world's first medical-grade color display, the PVM-2551MD, in 2012. Featuring a unique “Super Top Emission†OLED panel and advanced processors, it offered pure blacks, excellent motion response, and accurate color reproduction. In 2015, Sony also released the world's first 4K OLED display, the BVM-X300, supporting the ITU R BT 2020 Ultra-wide color gamut and ultra-wide dynamic range.
The A1 series, launched earlier this year, marked a significant leap forward in both picture quality and sound performance. Equipped with an enhanced version of the X1 image processing chip, the A1 also leverages OLED's inherent advantages to create a unique screen sound field technology. These innovations allow the A1 series to achieve a level of "sound and picture unity" that remains unmatched by competitors. Additionally, recognizing that Chinese consumers prefer larger TVs, Sony's new 77-inch A1 caters specifically to this high-end market segment, offering ideal dimensions for spacious living environments.
The "Black Technology" of Screen Sounds: 200 Attempts and Countless Improvements
Beyond exceptional picture quality, the A1 series also excels in product design and sound performance. When discussing audio performance, Mr. Yoshioka Shigeshi, Sony's sound engineer, mentioned that Sony began researching the technical principles of screen sound fields several decades ago. After extensive testing, the technology reached maturity, first applied in Sony's world-first OLED TV, the XEL-1, ten years ago.
The latest A1 TV builds on this legacy, undergoing over 200 attempts and refinements to finally perfect the screen sound field technology. By vibrating the screen to produce sound, it delivers incredibly immersive audio experiences.
During the research and development process, Mr. Yoshioka highlighted three primary challenges: First, the vibration could cause the screen to shake, particularly noticeable in bass frequencies; second, optimizing sound quality to eliminate reverberations in glass surfaces; third, ensuring the screen's durability and stability. To address these issues, Sony transitioned from a single sound driver to a dual-driver system. Heat sinks, multi-point contacts, and DSP signal processors were employed to enhance stability and control.
The unique properties of OLED display technology laid the foundation for Sony's screen sound field innovation. The real challenge was achieving the "unity of sound and picture." Currently, only Sony has successfully commercialized this technology, offering consumers a purer, more natural sound experience.
Inspiration and Creative Craftsmanship
The A1 TV also stands out in its design, earning it the German Red Dot Design Award this year. The jury commented, “This 4K OLED TV boasts an impressive and innovative design concept. All elements, including the backplane, are seamlessly integrated into the overall design. Its minimalist aesthetic is wire-free and complements any environment.â€
Sony product designer Yokota Yoshiaki shared insights into the design process, revealing sketches that illustrate the step-by-step evolution of the product. He explained that regardless of Sony's first LCD TV or the current A1, the goal has always been to create a portal to the real world. The single-panel design of the A1 series aligns perfectly with this vision, presenting a world through a single screen without additional clutter.
One of the biggest challenges during the design phase was addressing sound processing. Since the A1 needed to be placed directly on a desk or floor, traditional bottom-up sound reflection would not work. Fortunately, the newly developed "screen sound field technology" made this design possible. Another obstacle was the self-emissive nature of OLEDs, which required larger power boards and generated higher heat, potentially impacting picture quality. Sony ingeniously solved these issues by placing components like circuit boards and subwoofers within the frame.
Stability is another critical concern for ultra-thin large-screen TVs, especially the newly launched 77-inch A1. To mitigate potential instability, Sony enhanced the sound unit bracket behind the screen, achieving functional, aesthetic, and reliable improvements. Such innovative design and execution have clearly resonated with consumers.
These countless small details have collectively contributed to the excellence of the A1 series. Sony's commitment to perfection is something other brands should strive to emulate.
For more information on smart TVs and boxes, visit the influential Chinese site Sofa Butler (http://), a leading resource for TV boxes and smart TV news, offering resources, communication, and expert answers to your questions.
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