Flat panel TVs are locked in a battle with microdisplay TV (MDTVs), but within the MDTV camp, three microdisplay technologies are vying for market share. Many consumer have heard of DLP TV, but how many know about 3LCD, LCOS, D-ILA or SXRD? This makes for a confusing and messy competitive space.

Chris Chinnock
Sr. Analyst and Sr. Editor
of Insight Media

Nevertheless, all three microdisplay technologies are successfully replacing CRT rear-projection sets. But the competition with flat panel TVs is intense and even the major providers of MDTVs are nervous about the prospects for the category in general.

Despite this, Nikkei Business Daily reported today that JVC, a major provider of the LCOS-type MDTV, will be increasing production by about 70% in the current fiscal year (ending March 2007) compared to last year.

JVC markets it LCOS MDTVs under the D-ILA trade name and offers set in 52-, 56, 61 and 70-inch screen sizes. In the 2006 fiscal year, JVC said it sold about 140K D-ILA TV sets and now hopes to sell about 240K in the current fiscal year. The majority of these sales will be sold in the Oct-Dec. time frame, however.

The other major player in LCOS MDTVs is Sony, which markets its products under the SXRD trade name. In 2005, we estimate that the company sold about 500K SXRD TV sets and has plans to increase that to at least 750K units in 2006, perhaps even reaching 1M units. Sony’s new models move the speaker from the sides of the sets to undernearth the screen.

According to sources we talked to, even Sony is taking a wait and see attitude about its MDTV plans for 2007, with plans to evaluate the roadmap after the results of the Christmas selling season are in.

In front projection, Sony and JVC also have 1920 x 1080 resolution models, but are trying to offer products that will hit the $5K price point soon. We will be looking for evidence at CEDIA in a couple of weeks.

LCOS TVs also offer the desired 1920 x 1080 and second to none image quality at prices that are under same-sized flat panel TVs. Nevertheless, both JVC and Sony are hedging their bets in the TV space by offer direct-view LCD-TVs too. And with pricing come down rapidly in large-sized LCD-TVs, it is going to be a very interesting selling season. -CC