The year of 2015 will be the turning point for color television technology, said Houjian Zhou, chairman of Hisense Technology on Sep. 15, 2015 at a press conference.

According to Zhou, electrical technology has its own life cycle and LED industry growth has slowed down. The position and strategy of LED manufacturers today will determine their market position and development five years later. Mainstream Liquid Crystal Display (LCD) technology has evolved for more than 50 years, but did not see any real technology breakthroughs until 2000. Although, liquid crystal display technology became an absolute mainstream display solution, it has seen few innovations within the past two years, which led to price cuts and low profits. Meanwhile, manufacturers have developed OLED display technology for TVs for more than 10 years, yet OLED remains an unmarketable mainstream display technology.

“LCD TV development is still vigorous. Objectively, it will surely impact OLED TVs development,” said Zhou. Zhou chose to continuingly invest in R&D and innovation to increase resolution and improve its competitive edge. Secondly, Haisense has chosen laser display TV as the successor of LCD technology in the next five years, especially for large screened displays.

“Some recognize CRT as the first generation display technology and view PDP and LCD as second generation, followed by third generation OLED display technology and laser displays as fourth. Hisense is skipping past OLED and jumping directly into the innovation of laser display solutions,” added Zhou. Hisense’s R&D and innovation will enable its leading laser TV to compete with OLEDs at the same time.

Zhou also projected that the laser display technology might mature earlier than OLED display, especially if OLED is to become a market mainstream product within five years. In 2016, its expected large screen and ultra large sized laser televisions will be widely accepted by consumers. Laser display solutions will become the star of next generation TV display technologies, due to its large screen, high color saturation and low cost advantages. These attractive features will become irresistible to consumers who plan to purchase 65” and above large screen LCD TV, and thus lure them into buying OLED TV.

Currently, some Chinese manufacturers choose to develop OLED TV, which is a technology highly dependent on panel developments. Especially when there are still some underlying technical problems in OLED TV such as short life times, low brightness, high energy consumption and low yield rates had been the drawbacks of OLED TV for years. Many technical aspects of OLED TV falls far behind that of LCD TV while the cost is much higher in OLED TVs.

Meanwhile, some manufacturers still strives to overcome the problems of OLED TV. It is possible that there will see a breakthrough, but no doubt it will also take years for OLED TV to become the mainstream technology for TV.

Hisense also reveals that it will launch ultra- thin ULED less than 5mm and lead the industry in producing the first large screened laser television with the brightness of LCD TV and color gamut exceeding OLED TVs, which perfectly echoed Zhou’s two future development goals.