“Display shift” technology terminates glare pollution of LCD TV

      Glare pollution from traditional LCD TV has been completely eradicated. According to the news conference held by Skyworth Group on Aug. 28, the technical problem of human eye glare due to excessive brightness of traditional LCD TV was resolved by Skyworth, a giant in home appliance industry. The technology, named “Display shift”, can automatically change brightness and colors of TV according to specific environments, as a result, viewers will no longer experience glare and vertigo due to excessive brightness when they watch TV.

       Vice President Yang Dongwen of Skyworth Group pointed out at the news conference that the “Display shift” technology had passed technical authentication on Aug. 19, it would be applied to 16 and 18 series LCD TV newly launched by Skyworth, and nationwide consumers would find them in local markets during the coming National Day holiday. Over 20 styles of Skyworth’s “Display shift” LCD TV are expected to witness shopping spree during the holiday. This is a milestone event for Skyworth and even the whole color TV industry of China.

       Viewing traditional LCD TV is equivalent to starting at a fluorescent lamp of 100W

       If consumers watch traditional LCD TV for a long time, their eyes will experience fatigue, and their eyesight will even experience temporary deterioration by a large margin. All this is caused by the excessive brightness of traditional LCD TV, and it is named human eye glare. According to an expert from China Preventive Medicine Association, many eye diseases of clinic patients are caused by long-term watching of LCD TV. Medically speaking, it is caused by glare pollution due to the excessive brightness of traditional LCD TV.

       According to experts, when people observe a visual object, if there is a shining point in the field of vision, it will impose negative impact on viewing, so that people feel uncomfortable. This is glare. Glare does harm to human body health. With the popularization of LCD TV, glare pollution is becoming more and more serious. Color TV manufacturers shall pay attention to the problem.

       According to Li Haiying, Vice Dean of Skyworth Group Research Institute and inventor of the “Display shift” technology, the root cause for glare of LCD products lies in their light emitting principle. LCD itself does not emit light, and the brightness can only come from background light. So, watching LCD TV is the same as staring at a fluorescent lamp of 100W. Long-time watching certainly will lead to visual fatigue and glare, and further doing harm to eyesight.

       In addition, during operation of traditional LCD TV, the brightness of background lights is constant. As a result, the picture in a dark environment will become excessively bright; the same picture in a bright environment will give rise to glare. This is the main cause why viewers especially the youth become nearsighted.

What’s more, the brightness of background lights of traditional LCD TV is constant. This results in lack of sense of layers when there is a bright scene, and LCD color distortion when there is a dark background. Compared with CRT TV and plasma TV, LCD TV lack in three-dimensional sense in terms of pictures, this is because the background light brightness of traditional LCD TV cannot self adapted to changes.

“Display shift” technology effectively resolves the problem of glare pollution of traditional LCD TV

       Why the “Display shift” technology can fundamentally resolve the problem of glare pollution of traditional LCD TV? This is because that it cannot only adjust the brightness with the change of the brightness of the TV image itself, but also can change with the shifting brightness of the environment of viewers.

       Li Haiying told reporter that the effect of “Display shift” derives from co-working of light sense display shift and scene display shift. Light sense display shift makes use of outside optical sensors to adjust the grade and power of background light tube brightness through monitoring the outside brightness strength.

Li Haiying used an optical power meter to test the light detector. As seen by reporter, the operating power of the TV set experiences evident change with the shifting brightness outside. When a small flashlight is used to illuminate the light detector, there is great fluctuation of TV pictures, and it will be automatically adjusted to the status of no glare.

At present, only Skyworth and Panasonic own the light sense display shift technology in the color TV industry. Sense display shift is the proprietary technology of Skyworth, and it is another key of the display shift technology. People who are using traditional LCD TV can find that when viewing highlighted or dark pictures, the layer-by-layer representation is not ideal. It is impossible to adjust the background light brightness, so, representation of dark scenes of pictures is not so ideal as that represented by CRT or plasma TV.

      Li Haiying pointed out that change of TV scenes is dynamic and continuous. Scene display shift technology makes use of chip compensation processing to track the strength of input signals automatically, and achieves accurate management and control over the brightness of background lights.

      In case a large area of brightness, the control chip automatically adjusts the brightness of light source, reduces the brightness of the scene, as a result, the average brightness tends to be mild with the increase of the area, so as to improve the layer-by-layer sense of the scene, thus effectively relieving glare due to excessive brightness. In case of a large area of darkness, the chip reduces the brightness of light source, at the same time, brightness calibration is used to increase the brightness, so that the darker part in the picture becomes especially deep and pure, thus enhancing the contrast and layer-by-layer sense of pictures.

Experts suggest that “Display shift” technology should become China’s industry standard

     “Display shift” technology effectively resolves the problem of glare brought by traditional LCD TV to consumers. Famous experts of China’s electronic industry attending the authentication meeting on Aug. 19 gave an objective and accurate evaluation of the technology. The test by China Preventive Medicine Association on the influence of the display shift LCD on sensory organs further justified the technology.

      The test results prove that when compared with traditional LCD TV, display shift LCD can effectively improve the purity and quality of colors of TV pictures, ensuring rich sense of layers, and greatly relieving visual fatigue.

      The experts unanimously acknowledged the significant contribution of the technology to the public health, and recommend that it should become a direction and standard for LCD development in the future. Taking into consideration of consumers’ health, other color TV enterprises shall also employ the display shift technology in their products.

      Yang Dongwen alleged Skyworth’s willingness in sharing the technology with other color TV enterprises, and he expressed his hope that the technical result can bring more benefits to China’s color TV industry and consumers. Also, he appealed that China’s color TV industry shall get rid of narrow-minded price competition, and develop more technical cooperation.

      To resolve the technical problem of glare of traditional LCD TV, Skyworth set up a project team consisting of experts from its seven research institutes as early as 2000, and the team went to U.S. Silicon Valley for study. During the past five years, Skyworth made an investment of nearly RMB20 million in R&D. The result finally emerged after nearly 1000 times of study and experiment, as well as new technology test in recent two years.