Liquid crystal display (LCD) technology is no longer the future of the television industry. This consensus has been widely accepted by major players in the display sector. Leading upstream companies and TV manufacturers have already started preparing for the next era of display technology years ago, aiming to lead the market in the coming technological revolution. For instance, LG Display began its OLED TV strategy as early as 2013; Samsung and TCL have been heavily investing in quantum dot (QLED) technology in recent years; while Hisense launched laser TV products back in 2014.
From a technical perspective, OLED is currently the most mature self-illuminating display technology, where each pixel emits its own light. There are 13 TV manufacturers globally that actively promote and support OLED TVs, which are highly favored by premium consumers. Quantum dot display technology also shows great potential, with a clear path toward self-illumination. Companies like Samsung (which acquired QD Vision) and TCL (through Hua Xing Optoelectronics) are striving to break free from LCD limitations through QLED technology.
Laser TV has emerged as one of the most intriguing and confusing technologies in the current landscape. With so many brands and concepts flooding the market, it’s hard for consumers to distinguish what’s real and what’s just hype. The laser TV industry needs a true leader to bring order and credibility. Among all the players, only Hisense has demonstrated the strength and vision to drive this market forward.
Hisense began researching laser display technology as early as 2007, long before the concept of laser cinema TVs was even widely discussed. While LG Electronics first proposed the idea, they eventually abandoned it due to technical challenges. Hisense, however, persisted and finally launched its laser TV product in 2014. The experience of watching a massive screen at home was truly revolutionary.
Some may think that Hisense’s focus is still on LCD TVs, but according to Dr. Xianxin Xian, Deputy General Manager of Hisense Laser Display Co., Ltd., the company hopes that laser TVs will one day replace LCDs. To achieve this, Hisense has been gradually reducing the size of its laser TVs—from 120-inch and 100-inch models down to 88-inch and 80-inch, and even exploring 70-inch or smaller sizes.
Interestingly, the cost structure of laser TVs is quite different from LCDs. The larger the LCD TV, the higher the price, while laser TVs become more affordable as their size decreases. As laser display technology continues to evolve and production costs drop, the advantages of laser TVs—such as eye protection, portability, and space efficiency—make it a strong contender to replace LCDs.
However, there's still a gap in image quality between laser TVs and mainstream LCDs, not to mention high-end OLED and QLED displays. Most projector manufacturers tend to emphasize brightness and size, but these metrics alone don’t fully reflect the actual performance. Hisense, on the other hand, sets a high standard. Its laser TVs come with fixed sizes, high-end screens, and surround sound systems, delivering an immersive audiovisual experience.
Dr. Liu Xianrong emphasized that Hisense benchmarks its laser TVs against LCDs in terms of quality. Laboratory data aims to match or even exceed LCD standards, and the service life is also impressive. Only when laser TVs reach such quality levels can they realistically challenge LCDs, as consumers are unlikely to pay for inferior image quality.
The laser TV market holds immense business potential. In 2016, global TV sales reached 200 million units, while the projection market was only around 8 million (excluding micro-investment devices). This indicates a huge untapped opportunity. Brands like Hisense, Mimi, Nuts, Micro Whale, Kansang, and Xiaomi have entered the market, showing confidence in the future of laser display technology.
In 2017, the emergence of wallpaper OLED TVs and screen-sound OLED TVs challenged traditional perceptions of television design. Similarly, laser TVs offer exciting possibilities for future form factors. According to Dr. Xianfeng Liu, laser TVs could redefine the look of televisions, moving away from the bulky and outdated designs of the past.
Currently, the display market is entering a "Three Kingdoms" era: OLED is showing great potential but has limited production capacity; QLED, supported by Samsung, TCL, and Hisense, is expected to deliver amazing self-illuminating results; and laser TV needs to establish industry standards and prove its quality.
Although LCD TVs still have a long lifecycle, they are increasingly seen as low-end options. Meanwhile, OLED and QLED TVs are gaining popularity. Laser TVs, though less prominent now, have the potential to make a comeback.
Samsung, LG, and Sharp all have their own panel businesses, while TCL owns Hua Xing Optoelectronics and Skyworth has a stake in LG Display. Hisense, lacking its own panel manufacturing, sees laser TV as a strategic opportunity.
Over the past decade, Hisense has consistently been a leader in the Chinese TV market. Now, it’s betting big on laser TV. Whether this gamble pays off remains to be seen, but the company is clearly committed to pushing the boundaries of display technology.
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