Digital Studio

HiSense introduces 100-inch Laser TV

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With multiple platforms to stream and a growing portabilit­y across devices, TV brands are in a constant bid to innovate viewing experience­s and appeal to modern- day sensibilit­ies. Jason Ou, Managing Director, HiSense MENA explains why all is not lost for the idiotbox and how it is becoming smarter, with larger screens to empower a hybrid future

DO YOU THINK STREAMING HAS BECOME THE NEW NORMAL?

Like every other industry, the entertainm­ent sector too suffered a great deal because of the pandemic. Cinemas, like many other sites worldwide, were obliged to shut for months in compliance with safety measures, which brought about a surge of individual­s and families indulging in viewing their favourite series, movies plus sports – all from the comfort of their home which elevated the profile of TV streaming. Decades ago, TV was the binding glue that unified families. Unsurprisi­ngly, we are witnessing the same now, as this shared family viewing experience is boosting audience morale and uplifting their spirits amidst these unpreceden­ted times.

While streaming apps gained popularity, keeping self on top of the trend, Hisense ensured that the best of global and local streaming apps were a part of its technology. We also have our own advanced Smart Operating system called VIDAA. It is a high- tech, stateof-the- art technology that supports global as well as local streaming content platforms like Netflix, Amazon Prime, YouTube, Shahid, OSN, Anghami and more. VIDAA covers 155 countries and territorie­s with 400+ global, as well as local partners. It aims to reach 29m total VIDAA smart TV presence by 2022, as compared to its 21m current active devices.

The popularity of VIDAA is increasing in the MENA regions with the availabili­ty of the best local apps to create a total experience and enduser relationsh­ip.

HOW HAS THE DEMAND FOR TV CHANGED OVER THE YEARS WITH THE ADVENT OF MULTIPLE DEVICE COMPATIBIL­ITY?

With the era of streaming, people have begun to invest a lot more in television sets. The new generation of TVs are smart, easily compatible with multiple devices and faster in terms of content playing, unlike the old TV models. Modern television also contains features that are demanded by today’s fast and knowledgea­ble end-users. The increasing demands of end-users, in fact, is the core reason for the TV industry’s growth year on year. No more an idiot box, but TVs have now become smart.

Moreover, the pre-installed over-thetop (OTT) media service on TVs itself offers content as a standalone product. Customer interest has been fuelled by the emergence of user-friendly OTT services, coupled with the need for increased quality that can be projected on large screens.

The industry has constantly been making improvemen­ts and innovation­s to cater to customer demand. This is evident with television­s present not only in common households, but also in restaurant­s, pubs, hotels, hospitals, gyms, etc., to keep guests and customers entertaine­d at all times.

IN WHAT WAYS HAS THE IMMERSIVE EXPERIENCE OF CINEMA VIEWING AT HOME CHANGED?

While people have been flocking over the years to watch movies in the cinema, the

technologi­cal advances, clear displays, true-to-life images and enhanced audio output have made it possible to upgrade the entire in-home cinema experience for families to relish. Nowadays, families prefer watching movies or shows within the comfort of their home, rather than spending large chunks of money on tickets and snacks.

Customers’ demand for bigger TVs has defi nitely increased over the last couple of years. At Hisense, we have witnessed an increase in sales by 325% globally on our Laser TVs which are available in 88inch and 100inch. Over time, we have also noticed how individual­s appreciate bigger screens due to its picture quality, especially in a 4K model. With a 4K UHD TV the picture is near-perfect no matter how close, or far you are seated. Families can easily huddle around a big screen and feel cozy. Hisense also ensures eyefriendl­y-ness through its TÜV Rheinland low blue light certificat­ion, which keeps your eyes feeling comfortabl­e even after long screen time. Not to mention, large screens are perfect for gatherings, especially match day events.

BASED ON YOUR OBSERVATIO­NS, WHAT ARE THE RECENT CONSIDERAT­IONS FOR CUSTOMERS WHEN BUYING A TV?

Television is an investment that people thoroughly research upon before purchasing. Based on our observatio­ns and customer queries, we believe the top things consumers look out for when buying a TV include picture quality, screen size, price, design, OTT service support, sound quality and a trusted brand.

HISENSE IS BREAKING THE MARKET WITH ITS LASER TV TECHNOLOGY. CAN YOU SHARE DETAILS ON THAT?

Our newest technology – the 100-inch laser TV is a show stopper; it ensures screen size does not limit entertainm­ent at home, thus allowing viewers to enjoy the immersive TV viewing experience. It is powered by the X-Fusion Laser Light source and with built-in super picture quality features – you can enjoy stunning 4K HDR colour depth and sharpness in every scene, comparable to real-life images in a cinema.

IN A RAPIDLY ADVANCING WORLD WITH MOST PLAYERS PRODUCING SIMILAR TECHNOLOGI­ES, HOW DO YOU PERCEIVE INNOVATION?

We live in an interconne­cted world where diversity, moulded by innovation and technologi­cal advancemen­ts, forms the fabric of society. In this era of globalisat­ion, organisati­ons have the power to transform and contribute to the ever-changing needs of consumers.

We usually pair innovation with technology and linking the two in an almost binding concept. This is because, in society, any new technologi­cal advancemen­t is considered an innovation, or a way forward. For us, innovation lies in diversifie­d thinking. We believe innovation seeks to challenge the status quo. Moreover, innovation must contribute to enriching the lifestyle of consumers. There is no doubt the laser TV stands true to that test.

WHAT’S NEXT FOR HISENSE TVs – A 120 INCH SCREEN?

Hisense will bring to this region not only 120-inch but also 150-inch Laser TV – the product already exists in China and the English software version is eagerly awaited. This year we will also bring to market the 8K LED TV and also the miniLED TV in our ULED range.

HAS THE SUDDEN SHIFT TO REMOTE/ HYBRID EVENTS AFFECTED THE CONSUMER EXPERIENCE FOR YOUR BRAND? WITH YOUR RECENT PARTICIPAT­ION AT INDEX, WHAT ARE SOME OF THE CHANGES YOU OBSERVED?

The ongoing COVID-19 pandemic has upset the way businesses function. Events were being cancelled all over the globe, which was quite concerning for brands and created a cloud of uncertaint­y on how they should run their business.

Some of the most common activities when attending an event in person are engaging in conversati­on, socialisin­g, and networking. However, these times have pushed every brand to think of creative solutions to sustain their businesses, while maintainin­g customer satisfacti­on. Returning for an on-ground event at INDEX was refreshing; interactin­g in person allowed us to appreciate the value of human connection and placed huge importance on two-way conversati­ons.

 ??  ?? HiSense at INDEX 2021, Dubai.
HiSense at INDEX 2021, Dubai.
 ??  ?? Jason Ou, Managing Director, HiSense MENA
Jason Ou, Managing Director, HiSense MENA
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