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Arch-rivals Panasonic Corp. and Sony Corp. are projected to become allies next week when they sign an agreement to cooperate on next-generation OLED [organic light emitting diode] televisions. The companies reportedly intend to jointly develop new process technologies to mass produce OLED TVs that will be price-competitive with existing LCD-based televisions.

The two Japan-based companies are in talks to develop the manufacturing technology to build the OLED screens at more affordable prices in a bid to counter competition from South Korea's Samsung Electronics and LG Electronics, reports Reuters news-agency, which obtained the information from two sources. The first results from the partnership are expected to emerge sometime in 2015 and gain noticeable impact in the second half of this decade.

Previously Sony teamed up with Samsung and Sharp for joint LCD research, development and production, but late in 2011 and early in 2012 it sold shares in both joint-ventures and signed supply agreements instead. Panasonic is not known for any major joint-ventures when it comes to screens and TVs.

The cooperation between Sony and Panasonic will inevitably change the landscape of the OLED market significantly as the two have a clear aim to reduce pricing of appropriate screens. The biggest question is how successfully will the two companies act together and how competitive will be their products in general.

The display and TV businesses in the second half of this decade will inevitably become a new intense battleground as numerous new technologies will be about to enter the mainstream market by then. While stereo-3D televisions are available at obtainable price-points now, in the second half of the decade ultra high-definition (UHD) resolutions, UHDTV and improved color gamut will not only be technically possible, but will become selling major selling points and growth drivers. In such situations, it does make sense to form long-term alliances now.

Sony and Panasonic did not comment on the news-story.

Tags: Sony, Panasonic, OLED, Sharp, Samsung, LG, LG Electronics


Comments currently: 4
Discussion started: 06/22/12 08:49:02 AM
Latest comment: 06/25/12 10:02:53 AM
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0 0 [Posted by: displayalliance  | Date: 06/22/12 08:49:02 AM]

Sony was once a leader in OLED TV's than they announced to scrap it. Samsung and LG come along and will release OLED TV's this year and Sony scrambles to get back into it. They just lost 2-3 years in developing their own big screen OLED TV's. No wonder they are in financial cahoots.
0 0 [Posted by: Memristor  | Date: 06/24/12 05:40:29 AM]

How times change and the tables have turned.

Does anyone else find it hard to believe Sony and Panasonic, two high-end brands for-sure but becoming more and more stagnant; less innovative actually will change their strategy? A lot of their sales of well-made but overly-expensive sets seem based on former name recognition, and to an extent that works, but do you really believe they will actually bring the technology to the common man? This move simply sounds desperate and retaliatory to whom has eaten their lunch.

My bet is on a repeat of last gen: Once-again that reputation will go to the company that has always had that aim and established it with LCDs; Lucky Goldstar.

No doubt Samsung will make great tech, and sony/panasonic will make something worthy of their name, but I don't really see who can take on LG with delivering good-enough new tech at a great price. Their brands simply don't allow for some of the compromises LG is willing to make on branded consumer models, and LG has the goods where it counts (R&D; developing and producing quality panels themselves).
1 0 [Posted by: turtle  | Date: 06/25/12 05:14:50 AM]
- collapse thread

I couldn't agree more with these views on LG. I just had to buy a replacement monitor for my parents, and after surveying the field, I chose a 23-inch $200 IPS-LED LCD that was clearly at the sweet spot in terms of quality/features/price.
0 0 [Posted by: BernardP  | Date: 06/25/12 10:02:53 AM]


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