Toshiba Readying 3D TVs with Scaled-Down Cell Processor

Toshiba’s 2011 3D TVs feature a scaled-down version of its Cell processor technology shorn of its ability to handle six 1080p video streams simultaneously, but retaining 2D/3D conversion and image scaling, said Scott Ramirez, vice president of product and marketing for TV and digital AV.

The TL515 series 32-, 42-, 47-, 55- and 65-inch LCD TVs are built around a Cevo engine that features some of the Cell processor’s algorithms, Ramirez said. But Cevo is based on a less expensive two-chip set that includes a main processor and a separate IC for handling backlight scanning and 3D control, he said. Toshiba dropped plans last year for introducing 45-, 55- (two models) and 65-inch (two models) based on a Cell processor that had a 3.2 GHz clockspeed. The chip was at the heart of a high-end 55-inch LCD TV that shipped in Japan in 2009 (CED Oct 6/09 p1) featuring 4,000x2,000 resolution and a separate set-top box with a 3 terabyte hard drive and was priced at around $10,000.

"We ported some of the algorithms to a less expensive chipset,” Ramirez said. “It does many of the things the original Cell processor does, but we didn’t need it to handle six video streams. We didn’t need all that power."

The Cevo engine will be used in both active shutter LCDs and panels that employ LG Display film patterned retarder (FPR) technology, which can be paired with passive polarized glasses. The sets will contain Toshiba TriVector 2D/3D conversion, 3D Resolution that automatically upconverts and sharpens 3D content, and a “cross talk canceller” that’s designed to eliminate ghosting. The T515 series also has built-in Wi-Fi, Net TV with Yahoo widgets and 240 Hz panels.

As it readies 3D TVs, Toshiba is continuing discussions with Google regarding introducing Google TV-based LCD TVs, Ramirez said. Toshiba aired plans for 3D-capable 46-, 55- and 65-inch Google TV-based LCD TV, retailers have said (CED Dec 14 p1). The timing for shipping Google TV products hasn’t been set, Ramirez said. Google TV is said to have halted plans for demonstrating Google TV products at CES as it works to improve software that debuted last fall with Sony TVs and a Blu-ray player and a Logitech set-top box.

"We are working with them, but have nothing to announce right now,” Ramirez said. Google is “doing some changes with the versions of the software so we have to wait until the timing is right. Any time you work with another company, you never know. I think in the long run, it will work out nicely."

Meanwhile, Ramirez is adjusting to a new position, having moved to California after Toshiba America Consumer Products’ (TACP) New Jersey office was combined with Toshiba America Information Systems. Ramirez was promoted to TACP vice president of marketing last May, just before the restructuring. Former TACP executives Jodi Sally and Jerry Satoren left the company. “It’s a big adjustment because all of a sudden I'm the new guy in the organization after 12 years and I have to rebuild relationships and have to re-prove myself to people,” Ramirez said. In CE, Toshiba is focusing on rebuilding market share “in the existing distribution,” Ramirez said. “There is plenty of room for us to grow.”