Although the market is dominated by low priced direct-lit LED TV’s, top international brands are planning to reduce direct-lit product shipments, due to impact from the end of China’s energy-saving subsidies and increased costs accrued from slimmer product designs. According to recent information, though, top international manufacturers are cooperating with secondary optic lens manufacturers to expand lighting angle from 140-150 degrees to 160 degrees. 

International brands are highlighting direct-lit LED TVs this year because they use fewer LED chips compared to side-light types, with Korean and Chinese manufacturers especially active in implementing tactics. However, direct-lit LED TV’s also nicknamed “chubby TV” has the disadvantages of being very thick. In addition, the end of China’s energy-saving subsidy policies has impacted TV sales. International manufacturers first considered scaling down direct-lit TV shipments because of excessive costs involved in slimmer designs. According to recent information though, Japan’s secondary optic lens manufacturers have developed new products with a lighting angle of 160 degrees that can bridge the optical distance (OD) of direct-lit LED TVs under limited cost increases.

Direct-lit LED TVs use fewer chips that require the use of secondary optic lens to expand lighting angles, but at the same time this sacrifices OD which overall results in a much thicker TV compared to side-view types, hence the nickname “chubby”. Most international manufacturers are betting on direct-lit TVs, and in 2013 the ratio of backlit-TV’s surpassed side-view types. On the other hand, international brands are proactively searching for solutions to shorten direct-lit TV OD. According to sources, Japanese secondary optic lens manufacturers lighting angle in the past was 150-155 degrees, but are now developing 160-165 degree lighting angle lenses, and will be exclusively supplying an international manufacturer. This achieves the aim of bridging OD without adding the number of chips used. 

Mid-range direct-lit TVs assembled with 160 lighting degree Japanese secondary optic lens will have an OD of about 20 mm and use less than 50 pcs of LED chips, while for low-range direct-lit TVs the OD will be down to 35mm and use fewer than 20 pcs. To meet international manufacturers’ demands of controlling costs and slimming down direct-lit TVs appearance. By solving high cost increases, it is estimated large international manufacturers’ strategies for direct-lit TVs will remain unchanged in 2013.