Buying an HDTV can be a confusing process. Today, consumers are forced to sort through a sea of new technologies, product specs and marketing claims to select an HDTV that best fits their home entertainment needs. They must evaluate product categories, picture resolution, screen sizes and compatibility with other products—to name just a few. While display manufacturers all claim high quality and performance, most evaluation techniques and benchmarks differ between manufacturers and product categories.
THX display certification is designed to set a single, technology agnostic benchmark for display performance. THX has two primary goals: 1) to drive quality in manufacturing and 2) to help simplify your buying decisions. Having a single testing methodology and specification enables display manufacturers to standardize on a benchmark that is recognized by both industry insiders and consumers like you.
THX is no stranger to product certification. In fact, THX Certified AV receivers, speakers and pre-amps have been available for more than a decade. Pioneer, Denon, Onkyo and many other leading consumer electronics (CE) brands work with THX to develop and certify products in the high-end and mid-range categories. A recognized consumer brand, THX certification is used by these manufacturers to demonstrate quality and differentiate from competitors.
So how did THX develop the display certification? Developing the THX Certified Display program began with the company’s engineering team researching every product category, format and technology. They evaluated LCD, plasma, front and rear projection systems, which included DLP and other display technologies to determine what made one display better than another. The goal was simple: THX wanted to develop a basic framework for what was expected from a quality display. However, the real challenge was to determine a realistic set of performance levels or standards that could be achieved across display categories—LCD, Plasma, DLP® rear and front projection, LCoS, SED®, Laser and other emerging applications.
To further optimize the home entertainment experience, all next generation THX Certified Displays will feature THX Viewing Modes. Each mode is essentially a calibrated video setting tailored to the specific content that the end-user is watching. THX Movie Mode, the first mode to be introduced, recreates the movie experience at home by adjusting the display’s gamma, luminance, color temperature and other settings for movies on DVD and broadcast television. The THX Viewing Modes will be accessed by consumers through a button on the remote and on-screen menus.
THX firmly believes its certification will help consumers make smarter and easier decisions in their technology purchases. While the average electronics shopper may not understand all of the intricate details about testing and THX certification, industry research shows a direct connection between the THX brand and perception of quality. In fact, a recent Nielsen NRG survey of U.S. movie-goers, shows that 70 percent felt that a THX Certified Cinema offered a superior sound and picture experience as compared to non-Certified venues. This theme carries over to home entertainment products with close to 60 percent of consumers who intend to purchase a new HDTV are interested in a product with THX certification.
Many CE manufacturers, of both audio and video products, view THX certification as a key differentiator for their premium products. Sharp, Runco, Vidikron and TiVo all committed as early adopters for THX Certified video products. TiVo viewed the program as a means to differentiate its flagship Series3 HD DVR from lower cost, commodity products sold through satellite and cable operators. For Runco, a display brand sold exclusively in the custom installation market, THX certification further demonstrated its commitment to quality presentations and solidified its technology leadership position.