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Increased Competition Is Democratizing Television Technology In India

The festive frenzy in the world of online commerce finally seems to be settling down now. Smart TVs were one of the biggest drivers of growth in the segment. With the aspirational value soaring high in the hearts of every Indian vying for a lifestyle upgrade, the segment has been successful in grabbing users’ attention.

Riding on the back of nationwide rapid development, 6,00,000 villages in India achieved 100% electricity, as announced by the Narendra Modi government on 1 May. According to various industry surveys, households with electricity first purchase a TV. Even in this digital revolution, while there were only 300 million smartphone users last year, the number of individuals with access to television had grown to 835 million. The total TV penetration around the same period was 66% and as per industry body BARC India, 197 million homes had a TV.

The success of upcoming TVs leveraging cutting-edge technologies, however, goes beyond simply quenching the growing aspirations of the country. At its very heart, TV as a medium connects us to the world at large.

The latest TVs are bringing ‘AI for All’:

Going beyond run-of-the-mill smart TVs, fast-growing brands are vying to carve a niche for themselves by bringing superior AI features in the space of home entertainment. With AI-powered voice-based controls, access to smart TV features and the promise of technology can be truly democratized. From Google Voice to voice-based remote controls, users can now simply talk to their smart TVs.

Furthermore, moving beyond Google Voice, competing brands are making advancements in far-field technology to allow seamless voice controls, decluttering background noise. This allows users hailing from a multitude of backgrounds to access power-packed TV features, even without sophisticated knowledge of the technology.

With far-field technology, while TV offers a seamless AI-powered interaction, it also upgrades the TV into a seamless gadget, helping users control other smart home devices. As these devices are powered by IoT, the combined tech prowess of IoT and AI will become the centre of a home, equipping AI-powered TVs to interact with other smart home devices like air-conditioners that will be equipped with Google Voice. In times to come, we are looking at a seamless connected home environment, with AI-powered TVs being at the helm of controlling all the appliances.

High quality and immersive entertainment:

As a nation, we worship cricket. Thus, it didn’t come as a surprise when many Indians migrated to larger screens during this year’s cricket fever, the ICC Cricket World Cup and IPL. To the same end, while the 55-inch and above segment constituted only 8% of the total TV market two years ago, the same claimed 20% of the total market space in 2019. Top brands in the segment expect a similar hike during the upcoming Tokyo Olympics.

TV technology, noteworthy to mention video upscale and HDR10 or HDR10+, are some of the key propellers of this change. Joining the league are AI-powered picture and sound engine; the algorithm studies the scene and upgrades the picture and sound quality to yield maximum impact. Offering an immersive viewing experience, these technologies are winning the hearts of customers and thus, driving the growth of power-packed TVs.

Democratizing entertainment through diverse content:

In their bid to establish market superiority, top TV brands are offering an integrated experience, orchestrated through industry-wide content partnerships. Going beyond popular content platforms like Netflix and Amazon Prime, the TV corporations are joining forces with indigenous content platforms, offering good quality content in regional languages. From entertainment to news, romance, culture, humour, DIYs and tutorials, fashion, lifestyle, technology and education, TV brands curate a diverse range of content for their users.

It is also noteworthy to mention how access to preferred content in regional languages has been democratized through TV technology.

Owing to the availability of live or catch-up, voice-based access to scheduling or setting agendas, consumers no longer have to chase a broadcast schedule and instead watch what they want, whenever they want. Entertainment, thus, is for the people and by the people.

Packaging all the tech advancements and offering them under a comfortable price is on the agenda of India’s top competitive brands. To that end, they have found indigenous manufacturing a more viable option, helping them achieve scale and speed up the delivery of the latest innovation. Thus, the benefits of this tech-led revolution are being shared with the common man. Livemint

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