11am:
We're soaking wet and had to walk all the way to the Philips press conference. Ethereal music plays in the hall as we all wait to be excited.
11:05am:
"Consumers are being more cautious with their money, and also want more value for money". Explains that Philips products are grounded in real consuer wants. Like Panasonic, Philips are showing consumer lifestyle products instead of just traditional AV boxes. "The human drive to feel healthy, happy, and fulfilled". "Health and well-being" is at the heart of the Philips consumer lifestyle.
11:08am:
Philips introduces a line of kitchen appliances, aimed at "amateur cooks". It's called the "Robust Collection".
11:12am:
Interactive Living concept is introduced. Philips understands the role of TV in people's lives; consumer studies say that watching TV with family drives wellbeing. "A truly immersive, cinematic viewing experience in the home" - Cinema 21:9 is delivering on that note - "bringing the movie theatre into the home". Hmm, a little bit grandiose for a television-sized display, even if it is an innovative one.
Speaking to consumers was the basis for this product being created - one of the major disappointments of consumers after buying an HDTV was "losing" 33% of the screen to black bars. "33% of the high definition screen was being lost". Lost? We know exactly what it was being used for - maintaning the original film! Of course, the 21:9 display allows the TV "to show films as the director intended".
Cinema 21:9 promo clip follows. A gentleman who's full name I didn't catch (he's called Danny, though) talks about the display.
EDIT - He is Danny Tack and his title is Director Technical Marketing Management – Philips Consumer Lifestyle
"With 16:9 format, we have not come to the ultimate format. In Hollywood, all movies are made in 21:9 format, [all? Really? -DM] and that is why Philips has invented Cinema 21:9 TV. If you look to Hollywood DVD and BD titles, about 55-65% titles are in 21:9 format, and almost all new titles released are in 21:9. With only adding 30% of glass, consumer has 72% more viewing experience. He will not see black bars on his TV, gives him maximum viewing experience. Also, no worries about 16:9 transmissions, because these programmes can easily be converted to 21:9 format".
Philips is the first and only brand to have 21:9, just as they were the first and only to have Ambilight. The 21:9 TV has won the Innovation award from EISA. The jury commented that the Philips BD Player with Subtitle Shift function was the ideal partner for the Cinema 21:9.
Philips has been awarded 17 EISA awards in 18 years. The LCD TV of the year goes to the LED backlit 42PFL9704.
11:19am:
LED is taking the market by storm. Another clip from [Danny?] plays.
"LED Pro is consisting out of individual segments in the back of the V that can produce light. Each of these segments can be dimmed individually and therefore can create the same picture, the deepest blacks, and the whitest whites, resulting in superior contrast and delivering the sharpest picture. Edge Lit is another LED technology which has as major a benefit: the slim factor; [but] it cannot deliver the superior contrast performance of Direct LED".
People are using TV for more than just home cinema: apparently consumers want to access the internet through television and BD Player (this surprises me very much).
3rd Generation of AUREA: a design icon, even more sleek and sophisticated with a thinner bezel.
11:22am:
Everyone is talking about 3D and it's been an engineers' dream for many years. Philips has pioneered it and they have contributed to shape the technology. They've made a prototype 21:9 3D TV. Here's Danny again!
"3D TV has been the ultimate dream for consumers and therefore also the ultimate dream for an engineer to deliver... the real benefit of 3D TV, depth impression, sharpness impression, of feeling to be there like looking through a window... there are several ways of displaying 3D. Going from normal LCD screen with special lens on top of the LCD screen in combination with passive glasses, over new faster LCD screens in combination with active glasses, the ultimate is an LCD screen with lenticular lens without glasses. Philips is working on all of them.
You can expect a 3D prototype based on the micro-polariser lens with active glasses. Philips will be ready for the future. Once there is a 3D standad for movies, it will be implemented in 3D Blu-ray Disc players."
He stresses that there's no content, tech is not stable yet, and "everything we do at Philips is based on what consumers really want, and it is not clear yet whether consumers are willing to wear glasses. Perhaps they want to wait longer for a tech without glasses. Philips will produce a product when the market is ready".
Another clip from good old Danny!
"OLED might be the answer in the future: ultimate slimness and ultimate picture quality. Another step might be the step from Full HD to Quad Full HD. The consumer finds sharpness, in other words, resolution, very important. Quad Full HD may be the next step. The ultimate viewing experience will be delivered by the future 3D TV technology".
Philips has made a prototype 3D BD player. Working with their peers in the BDA to move forward with a 3D spec for the Blu-ray format. Philips is one of the principal founders of the BDA and they believe very strongly in the success of BD. Consultants from FutureSource are estimating 3x growth for the BD market in 2009 (vs 2008) - it's growing very very fast.
New BD products at IFA: a new BD version of the famous AmbiSound sound bar, more affordable standalone players. They all offer "best in class" experiences. Two highlights of the BD range: new flgship Philips BD Player. It offers True Cinematic Experience through state of the art AV processing and raises the bar via a sophisticated video processor and premium audio performance. All models provide the best high def viewing experience through Blu-ray Disc playback.
11:32am:
Philips wireless HDTV link: wireless transmission of high quality pictures. With this link, you can now freely choose where to place and position devices. HDMI transmission within 20 meters, apparently lossless.
11:43am:
Philips introduce "relationship care" products. They're sensual massagers, and the host is even bold enough to describe it as a "sex toy". Kudos to Philips for ditching the prudishness. In the UK, their research indicates that 40% of couples have already tried or are using some form of sexual aid, and 35% on top of this would like to, but they don't want to go to a seedy store and want to buy a tasteful sexual aid from a name brand. They also introduce wellbeing products such as a sleep-aid and wakeup light, which aids sleep and will boost your energy.
11:45am:
That's a wrap. The famous promotional video for the 21:9 TV plays, with rapper 50 Cent adding his, uh, unique touch to the soundtrack.
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