In just three or four years, China's 4K TV has gained rapid popularity, and the market penetration rate has approached 60%. Data from the China Electronics Video Industry Association shows that by the end of this year, China's 4K TV penetration rate will reach 58%, and it is expected to reach 71% in 3 years.
The ultra-high-definition video industry will bring about the upgrading of all links in the industrial chain such as chips, display panels, video production equipment, storage equipment, network transmission equipment, and terminal devices, thus forming an important growth point for the national economy. Qiao Yueshan, deputy director of the Electronic Information Department of the Ministry of Industry and Information Technology, pointed out that the next 3 to 5 years will be a period of strategic opportunities for the development of China's ultra-high-definition video industry.
4K TVs are gaining popularity, 8K TVs will also rise Driven by upstream LCD panels, downstream TV manufacturers are vigorously promoting the increasing popularity of 4K TVs and the sales of large-size 8K TVs.
Liao Wei-lun, head of AUO ’s product business, pointed out that the global 4K TV penetration rate will increase from 30% in the same period last year to more than 40% in 2018, and the demand for 4K TV panels will also maintain strong momentum in 2018. 4K TV The panel will become the standard for 50-inch and larger TV products.
Especially in the 60-inch and above size segment, the proportion of UHD TV is more obvious. Due to the popularity of UHD TVs and the increase in UHD content, UHD TV sales are expected to reach 99% in the 60-inch or larger TV market for the first time this year. According to a report by market research company IHS Markit, UHD products accounted for 60% of the 60-inch or larger TV panel market in 2015, growing to 85% in 2016 and 96% in 2017. This year, the share of UHD products is expected to jump to 99%, and UHD products will replace Full HD products with an overwhelming share.
According to data from Qunzhi Consulting, in addition to the large-size market, 4K will continue to grow in the medium-size market. It is expected that the global 4K TV market penetration rate will reach 41% in 2018, an increase of 6 percentage points from 2017. Among them, the penetration rate of 4K TV in the Chinese market will be close to 60%.
The reason why UHD TV sales can continue to grow is partly because UHD panel prices have fallen, and partly because TV manufacturers are increasing sales of large-size, high-resolution products to increase profitability. The decline in the price of high-resolution panels has accelerated the decline in the price of ultra-high-definition TVs, lowering the user's consumption threshold. For example, when Samsung Electronics and LG Electronics first launched 65-inch ultra-high-definition TVs in 2013, the price reached about 9 million won, but the price of the same product The price has now dropped to 2 million won. In recent years, due to the impact of price increases in the supply chain, TV manufacturers have been under greater profit pressure. They are increasing their profitability by reducing the share of small and medium-sized low-resolution panels and increasing the sales of large-size and high-resolution products.
After 4K, 8K TV will also rise. Liao Wei-lun pointed out that the penetration rate of 8K TVs with a size of 65 inches and above will start to grow in 2018 and will reach 10% by 2020. Panel manufacturers will begin mass production of 8K TV panels in response to this emerging trend. It is expected that from this year, 8K UHD TV will gradually replace 4K UHD TV and become the mainstream of the 60-inch or larger TV market. IHS Markit predicts that the proportion of 60-inch or larger 8K TVs will increase from 1% in 2017 to 9% in 2020.
The development of the industrial chain is uneven, and the top-level plan is issued as soon as possibleIf an industry is to succeed in a rapidly changing environment, it must establish a very strong industrial ecological chain. The UHD video industry chain includes shooting, production, content operation, encoding and transmission, and display. Qiao Yueshan pointed out that video technology is undergoing an evolution from high-definition to ultra-high-definition, and the ultra-high-definition video industry chain is long. The development of ultra-high-definition video industry will bring chips, display panels, video production equipment, storage equipment, network transmission equipment, terminal equipment Upgrading of products in all links of the industrial chain. If any link of the 4K / 8K industry chain is not fully developed, it will limit the development progress of the industry. At present, domestic panel manufacturers can produce 4K / 8K LCD panels to support the sales of downstream TV manufacturers. However, the development of the 4K / 8K video industry requires not only the support of the terminal, but also the content, transmission, codec, channel and other guarantees. Otherwise, the 4K / 8K video industry can easily become a castle in the sky and difficult to land. In the past three or four years, although 4K TVs have gradually gained popularity, the ecology of 4K video industry is still not perfect. As a result, 4K TVs have become the decoration of living rooms, and users have not enjoyed the high-quality visual experience brought by 4K TVs.
In terms of network transmission, currently, the three major domestic operators, ZTE Huawei and other equipment manufacturers, as well as chip and terminal manufacturers are actively promoting the development of 5G technology. China has planned to officially commercialize 5G in 2020, and it is expected to start network construction and pre-commercialization in 2019. But in order to ensure the subsequent transmission, a compression technology with higher compression efficiency is also needed. For example, the compression efficiency of H.265 compression technology released in 2013 is more than double that of H.264, which can further increase the transmission bandwidth of ultra-high-definition content. At present, the development of H.265 technology is mainly concentrated in 4K, which is suitable for 4K display technology.
In terms of content, statistics show that there are about 2000 hours of true 4K content available for operation on the domestic market, while operating a true 4K area or channel requires a minimum of 3000 hours of basic content and more than 300 hours of updates per month the amount. At present, the domestic cable TV network does not support the broadcasting of 4K digital signals, nor has 4K channels been broadcast. Some people worry that even with 4K channels or a certain amount of 4K content, with the current consumption habits of domestic users, this part of the content is difficult for people to pay for. If the 4K video business model cannot be established, the 4K video industry will still be unable to land.
Ouyang Zhongcan, academician of the Chinese Academy of Sciences, pointed out that the development of the 8K ultra-high-definition industrial chain is unbalanced, and a top-level plan should be issued as soon as possible. The 8K UHD industry will usher in rapid growth after 2018. It involves many industries and huge market space, and has become the focus of attention and investment hotspots of countries around the world. China's 8K ultra-high-definition industry already has a global leading advantage in the broadcast display and content transmission links, but the content shooting and content production links are relatively lagging, and the development of the industrial chain is uneven, which restricts the development of the industry. It is recommended that the State Administration of Press, Publication, Radio, Film and Television should deploy and launch 4K / 8K TV broadcasting as soon as possible. Through the top-level design of the 4K / 8K industry, integration of resources, and pilot breakthroughs, 4K / 8K will be turned into a high-end advantageous industry in China.
Increase support and promote 4K industry landingChina already has the conditions to develop the ultra-high-definition video industry. At present, the Ministry of Industry and Information Technology and the State Administration of Press, Publication, Radio, Film and Television are actively promoting the development of the ultra-high-definition video industry, and promoting the implementation of 4K industries in qualified provinces and cities.
Qiao Yueshan pointed out that the Electronic Information Department plans to establish the China Ultra HD Video Industry Alliance, build an industry collaborative development service platform, and formulate the Ultra HD Video Industry Development Action Plan (2018-2022). The establishment plan of the UHD Video Industry Alliance will be led by CCID Research Institute, and the UHD Video Industry Standard will be drafted and studied by China Electronics Standardization Institute.
The development of the ultra-high-definition video industry will bring chips, display panels, video production equipment, storage equipment, network transmission equipment, terminal equipment and other industrial chain products to upgrade, and then form an important growth point to stimulate the national economy. Guangdong and Beijing, which have developed economies and a strong industrial base, will first demonstrate and take the lead in implementing related projects. The Ministry of Industry and Information Technology attaches great importance to the development of the UHD video industry. Diao Shijing, director of the Electronic Information Department of the Ministry of Industry and Information Technology, recently proposed in the deployment of the focus of 2018 that it should systematically evaluate the pulling effect of the ultra-high-definition video industry on the national economy, propose policy measures and submit them to the State Council.
The State Administration of Press, Publication, Radio, Film and Television is also actively promoting the implementation of the 4K industry in conjunction with local governments. Last year, the State Administration of Press, Publication, Radio, Film and Television and the People ’s Government of Guangdong Province signed the “Memorandum on Promoting the Development and Application of 4K Ultra HD TV Applications and Industries in Guangdong Province†in Beijing. According to the memorandum, the two parties will be driven by technological innovation, take the deep integration of 4K UHD TV applications and media as the starting point, and promote the prosperity of radio and film as the goal, and jointly build Guangdong Province to promote 4K UHD TV applications and industrial development. Focus on the national radio and television industry test field and demonstration area, to accumulate experience and explore paths for the development of the national ultra-high-definition television industry and the transformation and upgrading of the radio and television industry. On January 12, the State Administration of Press, Publication, Radio, Film and Television issued the “Notice of the State Administration of Press, Publication, Radio, Film and Television on Regulating and Promoting the Development of 4K Ultra HD Television†to regulate the development of the 4K industry. Tian Jin, member of the Party Group and Deputy Director of the State Administration of Press, Publication, Radio, Film and Television, said last year that he encouraged CCTV and qualified provincial TV stations to explore the establishment of a 4K ultra-high-definition television (UHDTV) program production and broadcasting system. It is planned to build a high-definition and ultra-high-definition hybrid broadcasting system by 2018; by 2020, to achieve ultra-high-definition pilot channel broadcasting.
Provinces and cities that have the conditions to develop the 4K industry are increasing their support and trying to get through all links in the 4K industry chain. On December 23 last year, the Information Office of the Guangdong Provincial Government issued "Several Support Policies for the Implementation of New Digital Home Action to Promote the Application and Industry Development of 4K TV Networks (2017-2020)". The support policy mainly proposes 10 support policies from promoting 4K TV networks into homes, promoting industrial innovation and upgrading, encouraging 4K content production and platform construction, and optimizing the development environment. It has become the first special support policy to promote the 4K ultra-high definition industry. Guangzhou stated in the "Guangzhou City Pilot Work Plan on Carrying Out New Digital Home Actions to Promote 4K TV Network Application and Industrial Development" that by the end of 2019, more than 16 4K application demonstration communities will be formed and strive to add 1 million 4K users.
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