Hitachi Eyes New Plasma Plant

[Suhit Gupta]

<div class='os_post_top_link'><a href='http://today.reuters.com/news/newsarticle.aspx?type=technologyNews&storyid=2006-04-04T160619Z_01_T250510_RTRUKOC_0_US-JAPAN-HITACHI.xml' target='_blank'>http://today.reuters.com/news/newsarticle.aspx?type=technologyNews&storyid=2006-04-04T160619Z_01_T250510_RTRUKOC_0_US-JAPAN-HITACHI.xml</a><br /><br /></div><i>"Hitachi Ltd., the world's fourth-largest plasma panel maker, said on Tuesday it aims to build a new plasma plant and get it operating by the year to March 2010 to meet strong global growth in flat TV demand. "Our capacity will be big enough to cover most of our panel demand in fiscal 2008/09 (ending in March 2009). But it is expected to fall short of demand in 2009/10," Hitachi Vice President Makoto Ebata told reporters on the sidelines of a news conference. "A new plant needs to be up and running by 2009/10." Details such as the location and output capacity of the new plant has yet to be decided, he said. The comments come a day after its larger panel-making rival Samsung SDI Co. Ltd. announced it would invest $752 million in a new plasma panel production line that would boost its capacity by nearly 70 percent."</i><br /><br /><img src="http://www.digitalmediathoughts.com/images/hitachieyesplasma.jpg" /><br /><br />I am a little surprised by this news because I really felt that LCDs were going to replace plasma TVs sooner than later. But it looks like plasmas are here to stay for some time and in fact the demand for them is only going to rise.

[Felix Torres]

Later rather than sooner, I think.
And PDPs are not actually going to vanish; more likely they'll slowly fade into, Ahem, Mac-like niche-dom in the face of LCD's PC-like domination.

Basically, there are only 5 PDP makers on the planet and while they will grow their output, they will not grow it anywhere near enougg to grow with the market for HD-TVs.

For 06 the biggest development in Plasma will be the (fairly) quick switchover from ED to HD sales; from a 50-50 ED/HD split to 75% HD in 06 and 100% (more or less) HD by 07.

[Damion Chaplin]

I think, for the most part, the average consumer hasn't a clue what the difference between plasma and LCD technology is. They just went to Circuit City for a flat screen TV. The salesperson says "Were you looking at plasma or LCD?", to which the customer replies "What's the difference?"

[Felix Torres]

Yup! That happens.
A lot.

Some folks just buy on form factor (flat-screen or rear projector), brand, or the reputation of the tech. A lot of keeping up with the Jones', too. (Neighbor got a Plasma...)
Perfectly valid; they *shouldn't* have to know the tech.
In a perfect world, anyway.
Unfortunately, not knowing the tech means they don't know the trade-offs hidden behind the tech and are more likely to be dis-satisfied when they get it home.
There's a reason HDTVs are the most frequently returned item at the electronics stores.
And because it is, this gets factored into the price and we all pay for it.

Lots of horror stories out there on what folks do with their HDTVs when they get them home; some funny, some less so...

[klinux]

There's a reason HDTVs are the most frequently returned item at the electronics stores.

I will be the first one to call BS. Citations please.

And to Suhit's point, the only people who thinks that LCD TV will replace plasma sooner than later are LCD fanboys. Like it or not, the single most important factor for HDTV consumers is form factor which includes size. Plasma dominates size in the flat TV arena. Sure LCD is gaining marketshare in the 40" arena but it started with zero share and plasma has since moved on to even bigger sizes. Second, argue if you want, but contrast is the most important determinant of picture quality and plasma still wins despite LCD gaining. One can argue soon LCD's contrast will be at the same level as plasma - only assuming if plasma does not make further improvements to its technology.

Predicting who will dominate HDTV field five years from now (SED, laser, 1080p projectors, etc) since as smart as predicting in 2001 where HDTV will be in 2006. I doubt anyone in this forum gussed it right in 2001 where we are now.

[Felix Torres]

There's a reason HDTVs are the most frequently returned item at the electronics stores.

I will be the first one to call BS. Citations please.



Probably the only one, too.

Try: DisplaySearch Conference Aug 2005.
Session on HDTV Marketing, among others.
(Various presenters made the same point repeatedly.)
You could buy the transcripts and reports for US$900 or watch it for free next time they repeat it on Industry Insiders on HDNET.
The presenter from Vann's had a whole litany of HDTV abuse; quite amusing. Sad, too.

The most common was folks signing up for HDTV service, getting the STB, and then connecting it via composite video. or worse, RF.
("This HDTV stuff is over-rated; this looks just like the old stuff, just bigger...")

[klinux]

It only takes one exception to prove a false, my friend, which is how logic works.

So, DisplaySearch says that HDTV is the most returned item? Shocker. Next thing you will say is how the petroleum companies are protecting the environment, source = bp or Exxon. I know how much you worship DisplaySearch.

In addition, learn what a citation is from Suhit. Suhit in his post began with a textbook perfect citation. We know exactly who said what when where how. Yours is vague. Who are "various presenters"? What did they say exactly? So what if Vann says HDTV is abused? I have no doubt that HDTV is "abused" but you are just sidetracking from the central argument.

I mean, a statement saying that X is "most frequently returned item at the electronics stores", can be easily and irrefutably proved by a statement from, say, electronic retailing association, major electronic store(s) like Best Buy, major electronic conglomerate(s) like Samsung that makes multiples lines of electronics, or from a government or EDU resource proving your case. But no, you cite sources like DisplaySearch and HDNet?

Heck, don't take my word for it. I have an experiment for DMT readers, next time you go to an electronic store, look at the return line. What are they returning? Do you see >50% of people with an HDTV?

Then you came up with this throwaway gem "And because [HDTV is the most returned iteam], this gets factored into the price and we all pay for it."

Beside the unsubstantiated remark, isn't this true with virtually everything? Auto and health insurance and retail goods are prime examples. I mean it is unfortunate but no need for the indignation.

[Felix Torres]

If mr Gupta needs any more detail from me, he knows how to get ahold of me.
And for him, I'll gladly mail out a tape of the shows so he can verify which Corporate executives said what on the record.

You, sir, will have to make do with my word.
Believe or don't believe, makes no difference.

Toodles!

[klinux]

Sadly Felix you have missed my point.

If you had come back and said something like in Aug 2005 at the Displaysearch convention, John Doe, Vice President of electronic retailing association/Panasonic/Best etc, said at the "HDTV is the most frequently returned item in our associate's store/line of products etc," I would take your word for it, none of this transcript and tape stuff.

I may disagree with that speaker, provide evidence, etc, part of a very healthy debate.

But nope, none of that. Instead there is some dodge of "gotta pay", "trust me", "I have a tape", and so on.

Say if I were to make a statement that defies conventional wisdom and provokes thought: "SUV is more efficient than hybrids".

How do I know this? I know because I was at a SUV convention. Numerous SUV industry insiders there said so.

What, you want to know who said it and what was actually said so you can find out the truth for yourself? Too bad, privileged info, you have to take my word for it. I don't care if you believe me. SUV is more efficent. La la la la la….

That is such a terrible attitude to bring to DMT. I think we can all learn from each other at DMT.