Toshiba Drops Plans for Cell Processor-Based TVs in U.S.

Toshiba has dropped U.S. plans for Cell processor-based LCD TVs, scrapping a six-model line that debuted at CES, retailers briefed by the company said. The line was to have included 45-, 55- (two models) and 65-inch (two models) LCD TVs each featuring four HDMI connectors, a Cell processor with a 3.2 GHz clock speed, built-in sound bar and 1-terabyte hard drive/Blu-ray player. The sets also were to use Toshiba’s Kira2 light guide for controlling LEDs. The technology divided the screen into 512 “zones” to allow for local dimming. Toshiba also had licensed RealD’s 3D technology and WirelessHD.

Toshiba officials weren’t immediately available for comment. The sets contained 2D/3D conversion chips, which have proven controversial. ESPN has strongly opposed TV manufacturers’ use of the chips, arguing that it could degrade 3D picture quality and send the wrong message to consumers (CED March 3 p1).

Toshiba introduced a 55-inch Cell-based LCD TV at CEATEC last fall (CED Oct 6 p1). The Cell Regza 55X1 shipped in Japan in December priced around $11,000. It featured a 240 MHz panel with a 5 million-to-one contrast ratio, and a 3 terabyte hard drive that served as the set’s “time-shift machine.” It had a peak brightness of 1,250 lumens, but averaged around 500 lumens. Toshiba originally jointly developed the Cell processor with IBM and Sony for Sony’s PS3 but expanded it to other products. Toshiba has been making the chip in Nagasaki, Japan, using a 45-nanometer process.

"It’s too bad when you consider the fact that this was their opportunity to actually have their own product separated from everybody else’s and possibly allow people to drive sales their way for the first time in a long time because they weren’t using somebody else’s technology,” said a buyer for a southern retailer.