Panasonic Drops Plasma

Panasonic has announced it will discontinue production of plasma display panels (PDP) next month and close three factories that were building the HDTVs.

The company will stop selling plasma TVs for consumer use and PDP-related products for commercial use, such as Interactive Plasma Displays, with the current line of TVs. It expects to stop business operations at three of its display plants — the Amagasaki P3 Factory, the Amagasaki P5 Factory and the Amagasaki P4 Factory — by the end of March 2014.

Samsung and LG continue to produce plasma display televisions, but theirs are lower-end or entry-level models; they have generally put development dollars into LCD TVs, according to Paul Gray, a research analyst with NPD DisplaySearch.

“Samsung and [LG] were at best uncommitted to PDP,” Gray said in a blog post. And as for Panasonic, Gray said its “PDP research team had to counter every move in LCD and translate it to their technology…. Inevitably, they slowly lost ground.”

Since 2000, Panasonic has been the leading PDP maker. It led the global flat-panel display market by using PDP for large displays and LCD screens for small- and medium-sized displays. Only three years ago, Panasonic claimed 40% of the plasma display market.

In 2010, plasmaaccounted for 40% of flat panel TVs; this year, PDPs are expected to represent only 5% of the flat-panel market, according to according to market research firm NPD DisplaySearch.

Over the past two years, Panasonic has lost $15 billion through investments in flat-panel TV production, according to financial reports.

Plasma displays have increasingly lost market share to LCD TVs as they moved to LED backlights that narrowed the performance gap between the two technologies.

“With the rapid development of large-screen LCDs, and facing the severe price competition in the global market brought on by the Lehman Shock in September 2008, the company consolidated production in the Amagasaki P4 Factory, made a shift towards commercial applications and worked to improve the earnings of the business,” Panasonic said in a recent statement.

Panasonic will now focus its attention on “non-TV applications” and is moving to reduce its fixed costs for production of both plasma and LCD panels.

The move away from plasma HDTVs is reminiscent of the video tape wars of the 1970s and 1980s.

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Sharp Shows MEMs

Sharp on Monday unveiled its latest prototypes of a new kind of display screen that it says brings several advantages over today’s liquid crystal display (LCD) screens.

The screens, called microelectromechanical systems (MEMS) displays for the tiny moving parts they contain, are being developed by the Japanese company in partnership with Qualcomm and were on show at the Ceatec electronics show just outside of Tokyo.

Behind each pixel in a MEMS display is a backlight that flashes red, green and blue in fast succession, and in front of it is a tiny shutter can be opened to let light through.

Synchronized to the backlight, the shutter can control the amount of each color of light allowed through. The eye perceives these flashes as the desired hue.

In contrast, today’s LCD screens create colored pixels using three filters. The filters swallow about two thirds of the brightness of the backlight before it leaves the display, said Akira Imai, deputy general manager of Sharp’s new business development center.

The MEMS display can allow all the light through, so the intensity of the backlight can be reduced using less power for the display, said Imai.

In a portable gadget, the screen often consumes more power than any other component, so reducing its demands can have a big impact on battery life.

The screens on show at Ceatec were 7-inch models with 800 pixel by 1,280 pixel resolution. The colors were bright and the screen image was sharp, although people viewing the screens did tend to see a brief flash of red, green and blue pixel each time they turned their eyes away from the display. That’s something Sharp is working on, said Imai.

Sharp also showed a version of the screen working in several low power modes.

The development work with Qualcomm began earlier this year when the U.S. company said it would invest $120 million into Sharp. The money, which was invested in two parts, was accompanied by Qualcomm’s MEMS expertise. Sharp has a long history in flat-panel display technology, especially LCD, and has recently been working on a new type of display called IGZO, on which the MEMS display is partly based.

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