BOE's innovative research and development of ADS Pro technology, leading the trend of high-end TV screens

On November 1, 2024, BOE (BOE) held a grand visit in Wuhan with the theme of "seeking the source". The activity focused on its 10.5-generation LCD production line and simultaneously held a TV display technology tasting meeting. In the context of the current TV industry ushering in a new change, this event not only deeply demonstrated the elegant demeanor of the 10.5-generation LCD production line of BOE industry, but also through the interactive experience of the technical tasting area, let the participants feel the outstanding performance of ADS Pro technology in improving TV picture quality.

During the event, Su Shunkang, vice president of BOE Technology Group and general manager of Wuhan BOE Optoelectronics Technology Co., Ltd., pointed out that BOE, as the leader of the LCD industry in mainland China, has achieved industry leadership in terms of market size, shipments, technology research and development and application. As one of the world's LCD production lines, Wuhan 10.5 Generation Line provides a solid guarantee for the excellent performance and stable supply of high-end LCD products with its continuously upgraded production process, high-level digital intelligent operation management and green and sustainable energy system.

Zhou Shuang, deputy general manager of BOE TV SBU, shared the strong demand of the consumer market for TV picture quality and immersive large screen experience at the event site. He stressed that BOE ADS Pro technology is leading the revival trend of the TV industry and becoming an important breakthrough in the innovation and development of large-screen display products by virtue of its advantages such as high ambient light contrast, ultra-wide viewing angle and ultra-high refresh rate. As a high-end LCD technology with independent intellectual property rights, ADS Pro technology is currently far away in global shipments and has become the first choice for many high-end models.

In the technical tasting area, participants experienced the charm of ADS Pro technology. In the high ambient light contrast technology experience area, the guests intuitively felt the outstanding performance of ADS Pro technology in improving the ambient light contrast by setting up a comparative display between UB Cell TV and TV of the same level in the market under different ambient light conditions. Compared with the traditional darkroom contrast, the ambient light contrast can better reflect the user's perception experience in the actual application scene. BOE has greatly reduced the light reflectivity on the surface of the display screen through a variety of anti-reflection technologies such as pixel structure optimization and new material development, thus achieving higher light adaptability and better image quality performance.

It is worth mentioning that the newly upgraded UB Cell display based on ADS Pro technology has a far higher ambient light contrast than products that apply other technologies in flagship models in the market. This technology not only makes the dark part of the picture display darker and the bright part brighter, but also realizes the exquisite and realistic picture quality effect, which makes the liquid crystal display technology reach the perfect picture quality level comparable to OLED, and becomes an important milestone in the development of LCD technology field.

The ADS Pro technology also performs well in terms of full-angle colorless bias. Based on the horizontal plane oriented liquid crystal mode and new optical phase compensation materials, ADS Pro technology greatly optimizes the color attenuation and color shift problems of traditional TV viewing on the side. Whether it is face-to-face or side-to-side, it can present the "authenticity" of color, so that consumers can enjoy the best visual experience everywhere when watching movies at home.

In addition, the combination of ADS Pro technology and Mini LED backlight realizes the double guarantee of image quality improvement. With the wide viewing angle and high brush performance of ADS Pro, combined with the high HDR and extreme dark image quality given by Mini LED backlight, the overall improvement of ultra-high brush, ultra-fine image quality, extreme black state and no trailing of dynamic images can be realized. At present, this technical solution has been widely used in the field of large-screen display, and gradually extended to small and medium-sized displays, notebook computers and other IT products.

A series of flagship new products enabled by ADS Pro technology were also displayed at the event site, including 110-inch and 98-inch ultra-high partitions, ultra-high refresh rate, ultra-high quality large-screen TV, etc. These products fully demonstrate the strong innovation and leadership of BOE and its partners in the field of TV display technology.

According to Omdia data, the average size of LCD TV panels has reached 50.8 inches in the first half of 2024, an increase of 1.5 inches over the first half of 2023. The TV market has entered a large-screen era. BOE has ranked first in the world in terms of shipments in the field of TV display for six consecutive years, and has always led the development trend of the industry. Its industry's ADS Pro display technology has empowered a number of high-end flagship TVs from many TV manufacturers, continuing to drive quality upgrades and experience innovation in the TV market.

Looking to the future, BOE will continue to work with upstream and downstream partners in the industry chain to continuously explore and practice new breakthroughs in the field of display technology. With the strength of "screen" to lead the wisdom of the unbounded display of the new "visual" world, to bring consumers a more immersive, intelligent large screen experience.