After QLED TVs, OLED TVs Have Ushered In A New Challenger - Stacked Screen TVs.

- Mar 05, 2020-

Although both are improved versions of the LCD technology, the overlay TV is different from the QLED TV. It not only surpasses the OLED TV in the color gamut, but also pulls the OLED TV off in terms of contrast, refresh frequency, and power consumption.


Can stacked screen TV challenge the position of OLED TV in the high-end market?


QLED TV can't stop OLED


Samsung Display was once a major player in the large-size OLED display panel market.


In 2013, when LCD TVs became popular, Samsung Electronics released curved TVs equipped with Samsung Display 55-inch OLED panels, which stood out against LG TVs equipped with LG Display 55-inch OLED panels.


But soon Samsung Electronics stopped selling OLED TVs. At that time, Samsung Electronics stated that there were problems with the manufacturing process of large-size OLED panels and the price was still high in the near future.


In fact, Samsung Display chose the wrong OLED technology route. Although the LTPS TFT backplane and FMM can be used for the production of small and medium-sized OLEDs, they are not suitable for the production of large-sized OLEDs, causing Samsung Display OLEDs to be difficult to produce.


In order to be able to compete with OLED TVs in the high-end TV market, Samsung moved out of QLED TVs. Samsung QLED TV is an improved LCD TV, which improves the color gamut value. In recent years, with the vigorous promotion of Samsung Electronics and TCL, QLED TV sales continued to rise. However, in the fourth quarter of 2017, Samsung QLED TV sales were surpassed by LG OLED TVs for the first time.


In order to regain the situation in 2018, Samsung Electronics finally showed the killer-price reductions and specifications, and finally continued to exceed OLED TVs in the high-end TV market.


However, there are many players in the OLED TV market, and 15 TV brand manufacturers in the world have flooded into the OLED TV market. Especially after Sony entered the OLED TV market, it accelerated the pace of OLED TVs in the global high-end TV market. 


Samsung Electronics QLED TVs cannot stop the good momentum of OLED TVs in the high-end market. Therefore, Samsung accelerated the advancement of 8K QLED TVs and released 65-inch, 75-inch, 82-inch, 85-inch, 98-inch 8K QLED TVs, hoping to suppress the penetration rate of OLED TVs in the high-end TV market through a strong 8K QLED TV lineup.


Overlay TV to be called OLED TV


Facing the good momentum of the OLED TV market, LGD has continuously increased its investment in OLED panel production lines. Other LCD panel makers, like Samsung Display, hope to surpass OLED display technology as much as possible by upgrading the LCD panel technology.


The declining panel prices have given these LCD panel manufacturers new opportunities to challenge OLED TV panels. On the one hand, the continued decline in the price of LCD panel materials has made it possible for commercialization of overlay screens; on the other hand, overlay screens may surpass OLED TVs in terms of contrast, color gamut value, brightness, refresh rate, and power consumption. Zhang Jinyang, a senior analyst at AVC Revo, pointed out that there is no innovation in superimposed screens, but with the improvement of material efficiency, OC prices continue to decline, advancing its commercialization process.


LCD panel manufacturers have flooded into the superimposed screen market, and BOE, Innolux, Huike and other manufacturers are providing superimposed screen solutions to TV brands. At the 2019 International New Display Technology Exhibition, BOE and Huike both exhibited their respective overlay technologies.


To bid for an OLED TV, what is the confidence of a stacked screen TV?


It is understood that the BD Cell display solution of BOE adopts a double-layer cell design of black and white and color, as well as pixel partitioning technology and micron-level ultra-fine light control technology. The BD cell display has a million-level contrast ratio and a deeper dark tone.


Compared with the OLED display, the BD Cell display power consumption can be lower than that of the display, and the details of the low grayscale picture are richer, and the power consumption can be 40% lower than the OLED display of the same size.


To bid for an OLED TV, what is the confidence of a stacked screen TV?


Huike also showed Fisson-Cell, an overlay display solution. According to reports, in order to make LCD liquid crystal display performance on par with OLED self-luminous display, in addition to the contrast-cell technology beyond OLED (500000: 1), its color performance is also improved compared to OLED display, with dual-screen hybrid black plug It can also make up for the lack of response speed of the previous LCD display, reaching the same level as OLED, and its cost is much lower than the OLED display of the same size, which can become a cost-effective market choice.


BOE and Huike have different overlay solutions. Zhang Jinyang, a senior analyst at AVC Revo, pointed out that the light control part of BOE BD Cell uses a monochrome cell + side-type backlight, and the light control cell and display cell use algorithms to improve contrast. In the dark state, there are two layers of cells to block light, so the light leakage in the dark state is greatly reduced. At the same time, the monochromatic light-controlling cell has a high transmittance and a small loss of brightness in the bright state. However, two layers of cells will increase the overall thickness of the module, so the use of edge-type backlight can offset the thickness increase to a certain extent.


Huike Fisson Cell replaced the monochromatic light control cell with color. In addition to better light blocking in the dark state, the double-layer color film can make the color purity better, so the color gamut will be higher. However, the color light control cell has a low transmittance in the bright state, so in order to ensure brightness, Huike uses a direct-type backlight, so the module thickness must also be increased.


But both have losses in terms of brightness and power consumption, and a balanced design is required.


Can stacked screen TVs really take on the challenge of challenging OLED TVs?


AVC Revo senior analyst Zhang Jinyang pointed out that although the superimposed screen has surpassed OLED in terms of maximum brightness and stability, its contrast improvement is more from the brightness difference between the bright and dark states, rather than by eliminating the dark state. Light leakage wins.


In terms of ultra-thin and rollable, since the LCD backlight is superimposed by multiple optical films, its development space is also very limited. However, considering the current trend of high-resolution panel display technology, and other aspects of excess performance, the competition between the two will still fall in price.

In July of 2019, Hisense plans to launch a stacked-screen TV in Shanghai. Other TV makers are pushing for overlay TVs.