This brief report deals with the marketing of plasma technology television (TV) sets. Issues addressed are (a) the technological development of plasma TV and (b) the development of the market for plasma technology TV sets.
Color PDP display devices were developed through the application of advanced Japanese imaging technologies. The PDP display module is a self-luminous device that produces a picture by emitting light from many individual pixels. The PDP approach facilitates (a) wide viewing angles, (b) fast response, and (c) outstanding color rendering. Because PDP devices are emissive (producing their own light), the amount of light emitted can be flexibly regulated according to the use environment. This characteristic makes PDP an ideal device from the ecological viewpoint, because it can conserve energy while offering large-screen size and high-definition. Further, PDP devices are a highly efficient, a characteristic that makes PDP devices cost competitive ("Hitachi, Ltd. and Matsushita Electric Industrial Co., Ltd. Cooperate in Plasma TV Development", 2005).
Consumer electronics manufacturers developed plasma TV technology to take full advantage of the benefits of PDP technology. The development of plasma TV technology was prompted by the companion developments of (a) high-definition television (HDTV) technology and (b) the consumer trends favoring the home theater concept. To experience the complete advantages of HDTV, it is necessary to have superior display devices to existing display devices. Several technologies other than plasma TV technology were developed to fill this need. The home theater concept envisions the ability to use several audio devises and video devices within a single home theater system. Plasma TV technology incorporating PDP technology can accommodate this flexibility ("Hitachi, Ltd. and Matsushita Electric Industrial Co., Ltd. Cooperate in Plasma TV Development", 2005).
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