3D TV promotes the upgrading of the industrial chain

The 3D stereoscopic display technology is a major change in the display technology field and will directly promote the upgrading of the entire digital audio and video industry chain. The development of 3D industries driven by 3D display technology will radiate into all aspects of the electronic information industry and social life.

The inevitable requirements of industrial upgrading

With the development of the Internet and information technology, and the rising demand of the digital culture for the masses of consumers, consumer audio-visual products are gradually developing in the direction of “high-definition, networking, 3D, and cloud computing”. Digital TV 3D is in conformity with this trend. The inevitable result of a law of historical development.

At present, the national macro-environment is promoting the transformation of the digital audio-visual industry. China's economic development mode is gradually shifting from relying primarily on investment and export to relying on consumption, investment, and export coordination. The deep integration of industrialization and informatization, the active cultivation of strategic emerging industries, and the further implementation of digital television and triple play integration policies will provide strong support for the development of 3D digital television and digital home industries.

Opportunities and challenges coexist

On the New Year's Day in 2012, the launch of China's first 3D TV test channel opened up a good opportunity for the development of 3D TV and even 3D industry in China. 3D was on the television stage with the most extensive audience, richest contents, and largest scale of operations. At this point, the development of 3D TV in China has entered the fast track, not only bringing new opportunities for 3D content production currently lagging behind, but also promoting the vigorous development of the 3D TV terminal consumer market.

However, the 3D TV industry chain is relatively long and involves many aspects such as content production, transmission, reception, broadcast, software, terminal display, application and operation. Therefore, there are still many difficulties to create a more reasonable and compatible industrial chain environment in a relatively short period of time. Especially in the industry chain, the 3D TV terminals that are closest to consumers are faced with the problems of industrial transformation and upgrading, lack of core supporting devices, low profitability of enterprises, and insufficient accumulation of technological capabilities, which are difficult to adapt to the challenges brought about by the rapid development of core technologies.

The domestic and international economic situation and the 3D TV industry form have also put forward more urgent requirements for the development of China's 3D TV terminal enterprises. At present, the 3D TV industry has basically formed a panel dominated by Korean companies and Taiwanese enterprises in China, and technology patents are dominated by Japanese and Korean companies. Although China's mainland 3D TV companies have a large market share in the terminal market, they are The mastery of TV core technology is still insufficient, and the patents it owns are mainly concentrated in the field of applied technology. The quantity and quality of these technologies are also difficult to compete with Japanese and Korean companies.

Upstream and downstream businesses

As the first 3D consumer electronics products that have succeeded in the market, the leading role of 3D TVs in the 3D industry cannot be ignored. It is expected that the sales volume of 3D TVs in China will exceed 15 million units this year, and will enter a period of rapid popularity. The industry chain supporting capabilities and information service innovation capabilities related to 3D TVs will also be enhanced in the huge user demand.

At present, the digital TV industry development model is undergoing a major transformation. The continuous advancement of 4C (computer, communications, consumer electronics, and content) integration will promote the digital TV industry to extend from simple machine production to higher value-added areas in the upper reaches, from product manufacturing. Infiltration of content services, operations services and production services. Industrial clusters are speeding up from cost-oriented to innovation-driven upgrades. The integration of production and services and the convergence of software and hardware are becoming more apparent. The 3D TV industry is no longer faced with the single product "core technology research and development and industrialization," but a topic of "system integration and development." Therefore, companies should focus on building the entire industry chain including product manufacturing, content services, operations services and production services.

The goal of the special project for the transformation and upgrading of color TV industry is to promote the extension of color TV companies to upstream areas such as chips, software, backlights, modules, and panels, and to support the construction of high-generation TFT-LCD, PDP, and new OLED panel production lines planned by the state. Supporting industrial construction, supporting the research and development and industrialization of core chips, software, key devices, integrated modules, and special equipment for the color TV industry, promoting the industry towards networking, intelligence, energy saving and environmental protection, and supporting 3D TV The R&D and application of smart TVs, ultra-high definition televisions and interactive software platforms are encouraging color TV companies to innovate in business models and service models and support the integration of color TV terminal products and content services.

It is not difficult to see that 3D TV companies have ample room for development. On the one hand, companies must master the core technologies of digital television and master key technologies in digital television SOCs, embedded operating systems, middleware, human-computer interaction, new displays, module drivers, and trusted security in advanced digital television. Transmitting, audio and video encoding and decoding, digital home connectivity and service collaboration, etc. strive to break through. At the same time, enterprises should seize the opportunity to improve their independent innovation capabilities and gradually move from the periphery to the core areas. In particular, they should pay attention to R&D investment and patent layout in the basic 3D television technology field. For some cutting-edge technologies such as naked eye 3D technology, enterprises should increase research and development efforts and strive to achieve a breakthrough.

On the other hand, companies can increase their efforts in integration of hardware and software and integration of production services, promote innovation in application models, and constantly cultivate open and converged business forms and application environments to form a sustainable business model.

Content promotes terminal development

3D content is an important catalyst for the development of 3D industry. 3D digital TV is the vanguard of 3D industry development. The launch of China's 3D TV test channel laid the foundation for enriching 3D content. As more and more 3D programs are produced, consumer demand for 3D TVs will also increase.

Faced with the historical opportunity for the transformation and upgrading of the color TV industry, 3D TV companies should cater to the development trend of digital television networking and intelligence with a broader perspective, actively expand upstream and downstream, and strive for greater development space.