Liquid Crystal Display (LCD) technology is seen as a fading chapter in the display industry. A consensus has formed among major players that LCDs are on their way out, with leading companies already investing heavily in future display technologies to secure their position in the next era. For example, LG Display started its OLED TV strategy back in 2013, while Samsung and TCL have been focusing on Quantum Dot (QLED) technology. Hisense also began promoting laser television products as early as 2014.
From a technological perspective, OLED is currently the most mature self-illuminating display technology, where each pixel emits its own light. Thirteen global TV manufacturers are actively developing and promoting OLED TVs, which have gained a strong following among high-end users. Meanwhile, quantum dot technology offers exciting potential, especially when moving toward self-illumination. Companies like Samsung (through QD Vision acquisition) and TCL (via Hua Xing Optoelectronics) are racing to break free from the limitations of LCDs through QLED innovation.
Laser TVs, however, remain one of the most intriguing and confusing options in the market. With numerous brands and concepts, it's challenging for consumers to understand what’s real and what’s hype. The industry needs a true leader to bring order and credibility. Among all, Hisense stands out as the only company with the strength and vision to shape the future of laser TVs.
Hisense started researching laser display technology as early as 2007, long before the concept of laser cinema TVs was even widely discussed. While LG Electronics initially proposed the idea, it faced significant technical challenges and eventually stepped back. Hisense, however, persisted and launched its first laser TV product in 2014. The experience of watching a massive screen at home was truly revolutionary.
Some may believe that Hisense still focuses mainly on LCD TVs, but Dr. Xianxin Xian, Deputy General Manager of Hisense Laser Display Co., Ltd., envisions a future where laser TVs replace LCDs entirely. To achieve this, Hisense has been reducing the size of its laser TVs, starting from 120-inch and 100-inch models down to 88-inch and 80-inch, with plans to explore even smaller sizes like 70 inches.
One interesting aspect is that larger LCD TVs come with significantly higher costs, while laser TVs become more affordable as they shrink in size. As laser technology continues to evolve and production costs decrease, the advantages of laser TVs—such as eye comfort, portability, and space efficiency—make their replacement of LCDs a real possibility.
However, there is still a gap between laser TV quality and mainstream LCDs, let alone high-end OLED or QLED models. Most projector manufacturers focus on brightness and size, but these factors don’t fully reflect image quality. Hisense, on the other hand, sets the standard by offering fixed-size models with high-quality screens and surround sound, ensuring the best audiovisual experience.
Dr. Liu Xianrong emphasizes that Hisense’s laser TVs are benchmarked against LCDs in terms of quality, aiming to meet or exceed industry standards. Only when laser TVs reach this level can they realistically challenge LCDs, as consumers are unlikely to pay for inferior quality. At the same time, their demand for better picture quality is endless.
The laser TV market holds enormous potential. In 2016, global TV sales reached 200 million units, while the projection market was only 8 million (excluding micro-investment). This indicates vast opportunities ahead. Brands like Hisense, Mimi, Nuts, Micro Whale, Kansang, and Xiaomi are entering the laser TV and micro-investment market, driven by optimism about the industry’s future.
In recent years, new form factors like wallpaper OLED TVs and screen-sound OLED TVs have redefined what a TV can be. Dr. Xianfeng Liu believes that laser TVs also have great potential in shaping the future of television, with the possibility of more flexible and stylish designs.
Currently, the display industry is in a "Three Kingdoms" era. OLED shows great promise but faces limited production capacity. QLED, supported by Samsung, TCL, and Hisense, has huge potential once fully realized. Laser TVs, meanwhile, need to establish industry standards and continue proving their quality.
Although LCDs have had a long lifecycle, they are gradually becoming associated with lower-end products. New display technologies are gaining traction, though OLED and QLED dominate the current market. Laser TVs, despite being less popular now, could still make a strong comeback.
With no internal panel manufacturing capability, Hisense sees an opportunity to lead in the laser TV market. Over the past decade, Hisense has successfully dominated the Chinese TV market, and now it's betting big on laser TV. Whether it will succeed remains to be seen.
As the display landscape evolves, the future of television is uncertain, but one thing is clear: the era of LCDs is coming to an end, and new technologies are stepping into the spotlight.
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