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Toshiba Wednesday unveiled what it's calling the industry's first full-full solution TV set, the ZX900 series CELL TV. The set includes 3D conversion of any 2D programming, new panel technology, a 1TB hard drive, wireless streaming and more robust connectivity, the company said.
“Cell TV, we think, unlocks the technology of what TV could be,” Scott Ramirez, vice president TV marketing for Toshiba America Consumer Products, said during the company's press conference at 2010 CES.
Whatever the CELL TV series proves to be, it will give retail sales associates a strong story to tell, as well as a good differentiator, on the floor. At the heart of the set is the CELL engine, a processor that the company said is almost 150 times more powerful than those available in today's TVs.
“The processing makes the experience,” Ramirez said. “The possibility of what we can do with the chips is endless.”
Some of the series' main features, according to the company, include:
- True Super Resolution Technology for image accuracy.
- Net Resolution+, which compresses noise canceling to enhance Internet content.
- AutoView RGB combines an ambient light sensor and a new RGB sensor to automatically set the brightness, contrast, gamma, sharpness, color saturation, and color temperature.
- ClearScan 480Hz Frame Rate, for a clear, crisp picture for fast motion video.
- KIRA2 Super Local Dimming LED Display for deep blacks and bright whites
- Frame Sequential System that changes from 240Hz in 2D mode, to 120Hz for the right eye and 120Hz for the left eye in 3D` mode.
- TriVector 2D to 3D Conversion, which the company said can take any 2D content and convert it into 3D in real time.
- Built-in 1TB HDD, BD Player, and 802.11n Wi-Fi capability for storing, displaying and transmitting digital files to DLNA compatible screens throughout the home.
- Net TV with current partners including Netflix, VUDU, CinemaNow and Pandora.
- Home Video Conferencing. The NetResolution+ to help produce clear images on large-screen TVs, Ramirez said.
Toshiba has yet to set pricing and availability for the CELL. The sets will come in two series, the Genesis, with 55- and 65-inch screen sizes, and the Illusion, with 46-, 55- and 65-inch screens. Toshiba plans to add different features of the CELL to other lines in the future, Ramirez said.
“It's about combining features into an unbelievable solution,” he said. “It's not just a TV anymore.”
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