What Sony didn't tell you about HDR

Although there are still more than four months left in 2016, the most popular TV this year is definitely Sony Z9D. In today's world where manufacturers are hyping up OLED and quantum dots, only Sony, with its technology, can come up with a refreshing black technology. Its two new killer features, the dynamic backlight system master version (Backlight Master Driver) and the 4K X1 EXTREME image processing chip, help it become the king of TV picture quality, surpassing all other competitors in minutes.

However, at the Z9D launch event, Sony was very low-key, and kept silent about the backlight partitions, LED quantity, color gamut, and brightness provided by the Dynamic Backlight System Master Edition. In contrast, domestic and foreign TV manufacturers currently talk about technical indicators such as panel brand, color gamut, brightness, and contrast. Why is there such a big difference in Sony's publicity with other TV manufacturers? This is by no means Sony's modesty, in fact, it is a manifestation of confidence.

Does high parameter promotion make sense?

Since the launch of Trinitron TV, the impression of "Sony = high image quality" has been deeply rooted in people's minds. The first flat-panel CRT TV, the first RGB-LED TV, and the first OLED TV in history were all manufactured by Sony. It can be said that Sony is the benchmark for high image quality, and there is no need to emphasize it with extra technical indicators. However, some irresponsible manufacturers have been instilling the wrong concept in users, that is, good parameters and high parameters mean good image quality, which is absolutely wrong.

Take the color gamut as an example. For example, Sony's Triluminos wide color gamut technology is actually the currently very popular quantum dot technology. Sony has already applied this technology on the X9000A series launched three years ago, but Sony never advertises its technical indicators. In fact, Triluminos is not only a wide color gamut technology, but also includes a complete set of color management algorithms. Combined with Sony's decades of technical experience, it can ensure that every frame of the picture has the best color matching. And this part can be reflected by parameters? Obviously not. We have seen too many press conferences that have raised the parameters very beautifully, but the actual picture quality of the TV is not flattering. It is precisely because parameters cannot represent picture quality. Color gamut is actually just one of the tools to improve picture quality. What really determines the color performance of the TV is the manufacturer's adjustment technology. Sony disdains to emphasize parameters because of its confidence in its own color adjustment technology.

Good picture quality speaks only of actual effects

Back to the Sony Z9D TV released this time, what kind of actual effect is behind the dynamic backlight system master version and 4K X1 EXTREME image processing chip? For the dynamic backlight system master version, relying on ultra-high-density direct-down LED backlight source, independent LED light control and cluster LED structure, Sony Z9D can achieve precise light control for a small range of images. The black part is darker, and the bright part can be brighter than OLED, with a wider dynamic range than OLED. Due to the defects in brightness, OLED can only reach a brightness of about 500nits, and it is impossible to show most of the bright details. Therefore, in terms of dynamic range, OLED TV is completely defeated by Sony Z9D. This is what Sony did not tell you at the press conference, and it is not reflected by any technical indicators or parameters.

(The Sony Z9D in the middle has better picture quality than the OLED TV on the right)

Let's compare it with OLED TV. As we all know, OLED does have very bright colors and accurate black levels, but it is still not as good as Sony Z9D in terms of the expression of dark details. This is because Sony Z9D has excellent image chip processing technology, which can identify which are valid pixels and which are invalid pixels. Z9D strengthens the valid pixels and removes the invalid pixels without affecting the expression of effective details. OLED TV cannot do this. For many details with lower brightness, it directly identifies them as invalid pixels, resulting in a black dark scene. Even when playing SDR signals, Sony Z9D has a very wide dynamic range and sharp, real details, thanks to its built-in powerful chip processing capabilities. This is also something Sony has not and cannot tell you. You can only feel the shock of picture quality by experiencing it yourself.

Exclusive full-ecological industrial chain advantages

Only Sony can do all of the above. This is because only Sony has a complete 4K HDR industry chain. From content shooting, editing, dissemination to display, Sony has accumulated decades of experience. For shooting, Sony has star 4K cameras such as F65 and F55; for editing, Sony has a complete broadcast-level monitor product line from LCD to OLED, and is active in major content production groups; for dissemination, Sony has globally influential Sony Pictures and Sony Music, and has a large number of content production and distribution channels; in the field of 4K content localization, Sony cooperates with Wasu TV to provide exclusive 4K content from Sony Pictures. Compared with domestic Internet brands that loudly claim to have mastered the ecosystem, only Sony has more confidence in truly mastering the ecosystem.

Mr. Toshiyuki Ogura, Chief Engineer of Sony Visual Products, believes that for Sony, the ultimate goal of researching black technology is the actual experience of users. What you see is what you get, which is the most important thing. Clarity, color gamut, contrast, dynamic range, color depth, etc. are all indispensable parts to achieve high image quality. Only when all aspects are achieved to the extreme can it be considered outstanding high image quality. This should be the best interpretation of Sony's attitude towards image quality.

Is this pricing “high”?

Rather than sticking to cold technical indicators, Sony focuses on actual performance. It is precisely because of this pragmatic attitude that Sony continues to challenge the limits of technology and reach the peak of picture quality. We have reason to believe that Sony Z9D embodies the crystallization of Sony's high-end technology, making it the representative of the highest picture quality of TVs at present. Although it has a "high" price starting at 32,999 yuan, judging from the sales feedback from Sony's direct stores, the number of pre-orders for Sony Z9D is very considerable, even exceeding Sony's own expectations, which shows that consumers trust and recognize Sony's quality. In this step of the strategy, Sony's persistence is right. There will always be consumers who truly understand quality enjoyment and pay for it.

In fact, the price of Sony Z9D is not only not high, but also very sincere. In today's impetuous TV industry, manufacturers continue to reduce costs by reducing technology. It seems that the price is getting lower and lower, but in fact the decline in quality is greater than the decline in price. Sony goes the other way and never forgets its original intention of constantly studying picture quality. It has developed the dynamic backlight system master version, an original picture quality technology, to bring users a new revolution in picture quality. As long as users bring Sony Z9D home and feel the touch that other brands cannot bring when the screen lights up, it will be a success for Sony.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.