Toshiba 3D televisions: Better late than never

By Ira Pedrasa,

Posted at Dec 30 2010 11:01 AM | Updated as of Dec 30 2010 07:05 PM

MANILA, Philippines - Toshiba Corporation may have introduced its own 3D LED televisions only recently, pushing some to note that its nearest competitors have already cornered a big chunk of the market.

It is never too late in the game, however, as it intends to add value to what technology-adept and glamour-addicted consumers have seen so far.

Last month, the firm unveiled a new product lineup meant to bolster further its position in the ASEAN market.

These products boast of innovation, technology, functionality and artistry.

Some may understand the ABCs of technology, but for an individual who is limited to watching 3D in IMAX theaters, the Toshiba experience does not fail.

Soon, consumers will also get to chuck out those ubiquitous glasses.

Toshiba has succeeded in being the first in the world to introduce “glasses-free 3D TV.”

New models

Toshiba will roll out starting next year a new series of models, including its flagship TV: the 55ZL800.

It is inspired by the CELL REGZA, which was first introduced in the Japanese market. The latter is considered the firm’s “ultimate entertainment machine.”



The 55ZL800 is a fusion of this technology with another new one called CEVO Engine, a high-performance multi-processor platform that draws on the company’s extensive experience in semiconductors and software in order to create the best image quality, sharp and realistic 3D and excellent sound.

Vice President of Visual Products Shigenori Tokumitsu said the company is introducing it in Asia, ahead of the US and European markets.

In terms of elegance and sophistication, Toshiba is also rolling out its first 3D LED television to the ASEAN market—the REGZA WL700.

These are slim LED TVs, which will be available in 46-inch and 55-inch models, designed by the Jacob Jensen Design. It is one of Europe’s leading design studios in high-end electronics.

Toshiba said the series “stands out for a minimalist design in glass and metal, both elegant and sophisticated at the same time, a slim profile, only 29mm deep, and a bezel-free screen.”

But what should connect more to Filipinos are Toshiba’s “Power TV” series. These are LED TVs with integrated battery backups -- an attractive option for a Pinoy who would want to finish his favorite telenovela even if there is an unstable power supply. The series also boasts of low power consumption.



One of the 3 in the series, the PC 1 range, uses a standby rechargeable battery. Fully charged, the battery can power the television for up to 2 hours.
The series also has an “Auto Signal Booster” that allows viewing in areas with weak signal strengths.

It also has an “Auto View” that optimizes picture settings according to the ambient lighting condition.

Innovative products

Tokumitsu said “we have a long record of launching products which go beyond the capabilities of other televisions. We combine our semiconductor and software technology in what we call an engine, as it can drive high level picture quality and support value added functions that lead the TV market.”

He said the firm is now studying the introduction of glasses-free 3D TV to the ASEAN market.

The glasses-free television can actually be appreciated at certain angles only. Nonetheless, the outcome is no mean feat for the company.

“With our 3D technology, we are aiming for ‘impressive reality,’” he added.

He noted the products are just a peek of what have yet to come.

“We will proactively introduce value-added models and develop dedicated products especially for the ASEAN countries,” he noted.

The global market for LED TVs is still growing, and Toshiba aims to be a big part of it.

Toshiba aims to achieve sales of more than 1.2 million units for the ASEAN market next year, which means a 20% market share.

For the Philippines, Toshiba is aiming for a 10% growth in terms of year-on-year sales.

Photos from Toshiba