Sharp To Unwrap 1,080p Line During CEDIA

By Greg Tarr -- TWICE, 9/11/2006

Denver — Focusing on a full 1080p message, Sharp will use the CEDIA Expo to unveil three new 1920-by-1080p big-screen AQUOS LCD TVs including a 42W-inch model that dealers who have seen it say will give comparably sized plasma displays “a run for the money” during the holiday selling season.

The company will also unveil a native 1,080p DLP front projector.

Two of the new LCD TVs will be offered in the 46W- and 52W-inch screen sizes, and a formal announcement of details on the third model were being kept under wraps for the company's CEDIA press conference, here.

But retail sources told TWICE that Sharp would be adding a 42W-inch model carrying a $2,299 MAP, which is at or below the price of many competitors' 42W-inch HD plasma models.

All of the new models feature an unusual for Sharp piano-black bezel and new styling design. The company introduced select piano black models last year to strong response, company executives said.

Sharp will support all of its AQUOS 1,080p and other 1,080p products with a fall “More To See” advertising campaign that plays up the advantages of 1,920 by 1,080 resolution.

The two announced LCD TVs will ship in October at suggested retail prices of $4,799 for the 52W-inch LC-52D62U and $3,499 for the 46W-inch LC-46D62U. The suggested retail price and deliver date on the 42W-inch model was not available.

All models will be made at Sharp's new Kameyama II Gen 8 LCD TV plant, which is being dedicated primarily to the production of large-screen products for the North American market. All of the new big-screen models will include 1,080p-compatible HDMI input to support playback of 1,080p high-definition video from Blu-ray Disc players and other sources.

The sets will include built-in ATSC/NTSC/QAM tuning and Sharp's proprietary Advanced Super View panels, enabling high contrast performance, deep black levels and sharp detail. Enhanced Quick Shoot video circuitry will deliver faster pixel response time and wider viewing angles, the company said.

The sets were said to produce a contrast ratio of 2,000:1, and a dynamic contrast ratio of 10,000:1 with enhanced picture control technology.

Response time was said to be 4ms when the TV is set to fine motion mode. The panels will also permit a 176-degree viewing angle.

The sets will include Sharp's proprietary Advanced Super View panels, enabling high contrast performance, deep black levels and sharp detail. Enhanced Quick Shoot video circuitry will deliver faster pixel response time and wider viewing angles, the company said.

They will also include Sharp's proprietary four-wavelength backlight system that provides a wider color spectrum to achieve deeper reds than was previously possible.

Sharp will support all of its AQUOS 1,080p products with a fall “More To See” advertising campaign that plays up the advantages of 1,920 by 1,080 resolution.

Sharp was also planning to introduce a Blu-ray Disc player to deliver 1,080p signal sources to its new 1,080p TVs, but Bob Scaglione, Sharp CE Group senior marketing VP, said the product will likely not make it to market until next year.

Meanwhile, Sharp's new flagship 1,080p DLP front projector, model XV-Z20000, will employ a new single-chip 1,080p DMD from Texas Instruments.

The projector offers “full HD” 1,920 by 1,080 pixel resolution and video scaling of sub-1,080p material using Sharp's CV-IC III video scaling circuitry, the company said.

Inputs include DVI/HDCP and two 1,080p capable HDMI terminals to ensure a secure digital connection with all high-definition set-top boxes and signal sources.

The XV-Z20000 will be available in October at an $11,999 suggested retail.