Mitsubishi Readies Eight DLP 3D Rear-Projection TVs

Moving aggressively in 3D, Mitsubishi is spreading the technology across its eight DLP-based active-shutter rear-projection TVs starting with a 60-inch 3D-ready model at $1,199 and moving to an integrated version for $200 more, Product Development Director David Naranjo said Wednesday at a company line show in New York.

Mitsubishi’s 638 series 60, 65 ($1,499) and 73-inch ($1,999) rear-projection TVs, which use a single 0.65-inch DLP chip with 1080p resolution, require a 3D adapter ($99) or 3D-capable devices that support the checkerboard display formats, company executives said. At the line show, Mitsubishi demonstrated a 3D recording of a World Cup game broadcast on ESPN in the side-by-side format with 960x540 resolution.

Integrated 3D starts with the 738 series 60- ($1,399), 65- ($1,799), 73- ($2,399) and 82-inch ($3,799) rear-projection TVs. The technology also is included in the Diamond 265 series 65-($2,199), 73- ($2,799) and 82-inch ($4,499) sets. The top-end Diamond models have four HDMI connectors against three in the other lines and add the 16-speaker, 32-watt Immersive Sound Technology (IST) systems featuring 40mm drivers arrayed at the bottom of the set. The sets also have Bluetooth A2DP technology that allows for audio streaming to the TVs from other Bluetooth-equipped devices.

Mitsubishi won’t use integrated 2D-to-3D conversion chips in its TVs out of concern for artifacts that can appear and would ruin picture quality, Naranjo said. “We only have one shot to make 3D work this time,” Naranjo said. “It’s been tried many times and failed many times because people tried to make it gimmicky and people didn’t have a good experience. The only way to do it right is to have real 3D content shot and mastered in 3D and not this 2D/3D trickery."

The 3D line will be capped by the 75-inch LaserVue rear-projection TV that ships in July at $5,999, down $1,000 from the previous 65-inch model. Mitsubishi also had planned to field a 65-inch set CED Jan 7 p3). The 75-inch 1080p set contains 400 nits brightness that can be increased to 500 nits in the SuperBrilliant mode, company officials said. Mitsubishi, which earlier struggled with production of the LaserVue sets, will expand the technology into a line of products, including larger sizes, company officials said. The LaserVue TVs will be sold through select Mitsubishi Diamond dealers, said Max Wasinger, vice president of sales. LaserVue technology “will come, but it’s just been a little bit slower than we originally forecast,” Wasinger said.

To boost its 3D sales, Mitsubishi revamped its in-store display. Mitsubishi parted with Nvidia and Aspen Media Products on the original display in favor of a lockable stand containing 3D glasses and wipes for cleaning them and buttons to turn on the demonstration. About 150 of Mitsubishi’s existing displays will be retrofitted with the new design in July, Naranjo said. The goal is to double the installed base of demonstration units at retail, he said.

Unlike the approach taken with an earlier display that used Aspen Media’s server to provide 3D content, the new version will be built around a Blu-ray player supplied by a company Naranjo declined to identify. Despite using the player in demos, Mitsubishi has no plans to sell a standalone model now that entry-level pricing starts at $99, Naranajo said. “It has become commoditized so quickly that I'm not sure makes sense for us to do it,” he said. While Blu-ray will help sell the full HD experience, there are some that will argue that most 3D content will come from broadcast, cable and satellite."

In addition to the 3D adapter, Mitsubishi will have a starter pack that includes two pairs of active-shutter glasses, an adapter and a 22-minute Disney DVD demo disc. The disc includes a mix of film clips and trailers including those from G-Force, Nightmare Before Christmas and Alice in Wonderland. The starter pack ($399) also is designed to appeal to owners of Mitsubishi’s 39 DLP-based 3D-ready sets that have been introduced since 2007, company officials said.

Unlike rear projection, 3D technology won’t be built into Mitsubishi’s LCD TVs this year. Throughout the LCD line Mitsubishi included its StreamTV Internet service that has more than 100 applications based on Vudu’s platform. While Vudu is being sold to Wal-Mart, Mitsubishi doesn’t believe that will affect retail sales of its Internet-capable sets, Naranjo said. “I think it’s just the state of the business and the technology is what it is and I haven’t seen it affect sales” since the deal was announced earlier this year,” Naranjo said. An 802.11n adapter is needed for wireless Internet access with the 55-inch 154 series set, but 802.11n is a built-in feature with 164 and Diamond 265 lines. The Diamond line upgrades to 240 Hz panels from 120 Hz, but Mitsubishi has no plans to add 480 Hz versions, Naranjo said. “With 480 Hz, I'm not sure what that gets you” other than added cost, he said. “It helps with preventing artifacts in 3D, but right now 240 Hz is a good fit for 3D.” The 164 series 40- ($1,699), 46-($2,099) and 55-inch ($2,699) LCD TV contain 16-speaker IST with 32 watts. Mitsubishi shifted its LCD TV line to 55-inch panels from 52-inch out of deference to 8th-generation glass substrates that are better suited to produce them, Naranjo said. Mitsubishi suppliers can carve eight, 55-inch panels from an 8G substrate, he said.

Mitsubishi expanded its IST speaker system across its LCD and rear projection TV lines. The speaker configurations run from 12, 40-millimeter speaker with 24 watts stretching across the bottom of a 154 series 55-inch LCD TV ($2,499) to an 18-speaker array with 52 watts in the Diamond 265 series 46-($2,499) and 55-inch ($3,199) TVs. All Mitsubishi LCD TVs will be marketed with an optional Polk-sourced 50-watt, 8-inch wireless subwoofer that uses the 2.4 GHz spectrum ($399). Mitsubishi also is selling Polk’s 100-watt FX wireless surround-sound speaker system ($399) that combines two, 4.25-inch drivers with a 5.25-inch down-firing woofer and three amplifiers. Non-IST products have 20-watt speaker systems, Mitsubishi said. Wasinger declined to comment on Paul’s TV’s recent promotions that dropped the retail for a 73-inch DLP rear projection set to $1,497, below the company’s $1,999 universal minimum advertised price (UMAP). “A dealer can advertise and promote a product at any price they want to,” Wasinger said. “However, we do have a UMAP policy that we do like to maintain because it maintains the integrity and value of the product line.”