Sony Unveils New TV Display Technology: Direct-Emission LED

Almost as an aside toward the end of an extensive press conference at CES, Sony CEO Howard Stringer mentioned that Sony had developed a new TV display technology called “Crystal LED.” We were able to find this new TV technology on the show floor. It turns out that it is a direct-view matrix of LEDs, as opposed to an LED-backlit LCD. Most direct-view LED displays have been made for outdoor billboards or large indoor signs. They are meant to be viewed from tens of meters away and have pixel pitches in the millimeters. This one is a 55” HD display, and thus is a greatly condensed version.

The display contains 6 million LEDs (1920 × 1080 × RGB) which may have required breakthroughs in LED device size, mounting, and driving technologies. The performance looked impressive compared to an LCD, and according to Sony’s press release, it has 400 nits brightness, more than 100% of NTSC color gamut, and very high contrast. One might expect this technology to be quite power-hungry, but Sony claims it uses only 70W.

This development, while surely at an early stage, adds some interest to the technology race for large-size flat panel TVs, especially given the buzz around 55” OLED TVs from LG and Samsung. It is also an ironic development, considering that when Samsung first started promoting LED backlights for LCD TVs back in 2009, they positioned it as “LED TV.” We called this into question, and these days most consumers understand that the LED refers to the backlight, not the display. If Crystal LED comes to market, industry might need to re-educate consumers.

Guest

I’d say that most consumers *don’t* understand that the LED refers to the backlight.
guest2

Consumers do understand that with LED (backlit) TVs they get a bit more brightness, (dynamic) contrast and better quality smart features. The real test is to see if the “Crystal LED” TV is grainy or has some other problem. If nothing is particularly objectionable, then consumers will want the best value in features, size and cost. You are right about consumer confusion. Very few sales people can explain the difference between plasma and LCD as location in the home – size vs (un)controlled lighting for the same price within the range they compete. I *am* disappointed in the term “Crystal LED” as it seems selected with the intent of further confusing consumers; at least, those who know the “C” in LCD also stands for crystal. The average Joe and Jane consumer will select on size, features, brand repute and price, in any case, proving there are inherent market benefits in blurring distinctions between technologies. It will likely be some time, yet, before a direct view LED display can challenge the incumbent plasma and LCD but I hope the technology eventually succeeds as a way to lower cost and power consumption.
Alfred Poor

I’d add that many retail store personnel still don’t entirely understand “LED TVs”.

My concern about this new Crystal LED technology is one of reliability. Presumably the LEDs have to be fabricated as discrete parts. It makes me wonder about the production yield when you have more than 6 million mechanical connections to make. I’m very curious to hear how these things are built.

Alfred Poor
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Sarkerpranto

is SONY 40inch EX430 a led tv?
Paul Semenza

No, it is an LED-backlit LCD TV. The smaller (24 inch) version of this model is described as being edge-lit, but the Sony website does not have details on the type of LED backlight configuration. I have seen it referred to as direct LED elsewhere – this is a type of LED backlight, not “direct-emission LED”.