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SHIPPED TO LAS VEGAS, USA – The Consumer Electronics Show (CES) took place five decades ago in the United States and was the scene of electronic initiatives such as DVDs, Blu-ray Discs, ray and video games. In recent years, the fair has changed its profile to address topics such as autonomous cars. In 2019, however, the event returned to its origins and put the screens in the spotlight, with device launches with new resolutions and design possibilities.
In Las Vegas, Samsung, LG, TCL and Sony were showing TVs with a resolution of 8K ready to enter the market. In previous years, the technology was only an experiment. In 8K, each screen will have about 33 million pixels, four times more than 4K (Ultra HD) technology (see art on the side).
It might seem a bit out of reality to put the 8K on the market while the 4K did not take off. In Brazil, according to consulting firm GfK, 4K TVs accounted for 23.5% of the sector's sales in units between January and November 2018. "It's still a niche product," he said. Gisela Pougy, director of GfK. It's also hard to find Ultra HD content: Blu-ray and streaming, like Netflix or YouTube. In the case of 8K, the hole is lower: the first broadcasting experiments with the resolution are planned for the Tokyo Olympics in 2020.
But the lack of content is not an obstacle for companies . With more powerful processors, the 8K TVs displayed at CES can improve the quality of images recorded at lower resolutions, called upscaling. Thus, even videos recorded in high definition (Full HD) or 4K will look better than an 8K screen.
In addition, the desire to consume larger screens and cinematic experience also justify the manufacturers' adherence to the new resolution, according to Professor Renato Franzin of the USP. "What determines the quality of the image is the number of pixels per inch. As the size of the screen increases, the quality decreases," he says. it. "4K does not support giant screens; the solution is to board the 8K. "Another reason is commercial:" At the launch of 8K, the sector is motivated by film, television and operators, "says Guilherme Campos, Samsung product manager for TVs in Brazil
. In State Campos confirmed that Samsung would launch 8K TVs in Brazil in the first half of the year. "We want the Brazilian to understand the potential of the new technology" South Korea will not be alone: China's TCL is also planning to bring at least one 8K television to the country by the end of the year, the official said. Mark, João Rezende LG also says that he is still studying the market.
It is valid to be careful.After all, they will be gadgets for a few: today, the rare 8K models already on sale in US stores go beyond the five-digit mark – in dollars In 2019, the Consumer Technology Association predicts that only 200,000 8K televisions will be sold in the United States.
In Gisela's vision of GfK, it is hard to believe that the 8K will be popular in Brazil until 2022, the year of the next World Cup, when the Brazilian will buy new TVs. For Franzin, the arrival of $ 8,000 in the country is a marketing strategy. "The Brazilian may not have the pocket for an 8K TV, but he sees the quality of the brand when he looks for a product in his profile," he says.
Conception. LG and Samsung also brought novelties in the design. At CES, Samsung has released a new version of The Wall, a television with modular panels that can come together in heterodox formats, such as the square or portrait (vertical). "Today, the consumer has to adapt the space on television," says Campos, Samsung. "We want to reverse this logic."
LG broke new ground with the LG Signature R, whose screen can be rolled up like a newspaper and put in a box. With the 4K resolution, the model will arrive in US stores in 2019. Not to mention Royole, who introduced the world's first folding smartphone. According to Franzin, Koreans' proposals are more related to decoration, but are unsustainable concepts for mbad consumption. "Imagine a child playing with television that he rolls? The material can not stand," says the professor.
Interaction. A curious aspect of the renovation of screens at CES 2019 is that it occurs after years of investment of the industry in a new form of human-computer interaction : Voice commands, via wizards like Amazon Alexa, Google and Assistant. Highlights of 2018, they returned this year, but in the service of the visual, changing sensitivity. An example is the manufacturers' bet that the TV will also be used to control the connected home.
"With the voice, we get rid of the manual interaction, by touch or hit, but the visual remains comfortable," says Franzin, USP. Michael Williams, Marketing Director of Royole, shares this view: "We are looking for the best form of interaction for information or entertainment, so we will always need the visual interface." / COLABORO BRUNO ROMANI, OF SÃO PAULO
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