Direct-type LED backlight penetration climbs

As LED TV backlight penetration climbed to 95% in 2013, the market is approaching saturation in 2014, replacing almost all cold cathode fluorescent (CCFL) backlight modules. Due to the fierce price competition of LED TV backlight products, various manufacturers have continued to refine technology and reduce costs. Low-cost direct-entry LED TVs have emerged and quickly entered the LED TV mainstream market. International research institute LEDinside pointed out that in 2014, the penetration rate of direct-type LED backlight exceeded 50%, for the first time, it surpassed the leading position of side-input models.

Contrary to the potential to successfully enter the market to gain market acceptance

Looking at the advantages of direct-type LED TV backlighting through continuous improvement, it is not difficult to see why its penetration rate has been rising year by year. The direct type LED TV backlight module replaces the expensive light guide plate with a diffuser plate, and then with a secondary optical lens, a larger wattage LED chip is used to reduce the number of used chips, and the cost is effectively reduced. The disadvantage is that it must be compromised in the thickness of the fuselage. Compared with the slim side-in model, the non-high-priced direct-under model that is called “fat machine” is not popular in the market. In 2013, even For a time, the direct sales of LED TV models were less than expected, resulting in the conservative attitude of television brands.

In spite of this, the factories continued to actively improve the thickness of the fuselage and develop more energy-efficient and cost-saving products, leaving the outside world still optimistic about the direct LED TV market. In the aspect of improving the thickness of the fuselage, the secondary optical lens has been continuously improved, the luminous angle has been amplified to 165 degrees, and the OD has been shortened from 25 mm to 28 mm to 15 mm. The success has been that the direct-down LED TV has been thinned and the side-entry models have not been improved. With the unique slimness of the body, market acceptance has also increased.

In terms of reducing costs, the lumen value of LED chips has increased from less than 90 lm to more than 110 lm, and the increase in driving current has reduced the number of LED chips used. Direct-down LED TV backlighting technology, while improving, also reduces backlight costs without sacrificing body thickness. Various advantages have driven the performance of the penetration rate and gradually reduced the market share of side entry models.

Korean plant dynamic attention LED TV cost is expected to drop again

Next, each TV brand maker will continue to fight for lower-cost direct-entry LED TVs. The performance of Korean manufacturers is the most concerned. Samsung, who has repeatedly played a leading role, has introduced new models of direct LED TVs since March 2013. The pace has not slowed down in terms of improved body thickness and lower backlighting costs. It is worth noting that Samsung is the first to introduce chip-on-chip products in order to further reduce the cost, and it is expected to reduce the number of chips used, which will help reduce the overall backlight cost. The attitude is very positive.

The tie-down battle between direct-down LED TVs and side-in models will continue to affect the supply chain. At present, the outside world continues to be optimistic about the penetration rate of direct-type aircraft. The proportion of direct investment in LED TVs by various plants may increase under the leadership of Korean plants. Whether the penetration rate of side-injection models will continue to decline will depend on the future market trend.