Market Transformation Programme

Programme Bulletin Televisions August 2012 Issue Number 1 Author Bob Harrison

PA/Authoriser Rebekah Watson

Organisation RHA Ltd.

Contact Details [email protected]

Date of Approval August 2012

Bulletin Summary TV Product Market The European Market for televisions (TVs) has experienced a dramatic decline since 2010. From 2006 to 2009, the market had been constant at approximately seventy million TV product sales per year. Sales have then steadily decreased to fifty million products in 2011/12. Market projections show sales falling even further, to less than forty million, in 2012/13. Over the same timescale, the UK market fell from a steady seven million TV product sales per year to an estimate of just over four million sales in the period 2012/13. This unpredicted downturn is thought to be a transient reflection of current European economic conditions1. Samsung dominate retail TV sales in Europe and worldwide alongside Sony, LG, Philips and supermarket brands, which provide over 78% of UK and European TV product sales. They manufacture TVs in a variety of screen sizes with 40 inches being the most popular retailed screen size for TVs in the period 2011/12. Over the last two years, there has been a growing trend for increased functionality in TVs such as 3D imaging and internet connectivity (the latter are marketed as SMART TVs.)

TV Technology From the start of regular TV broadcasting in the late 1940s, Cathode ray tube (CRT) display TVs dominated the market for over fifty-five years. They have now been displaced completely from the UK and European retail market. In the main CRT TVs have been replaced by liquid crystal display (LCD) TVs, although Plasma display TVs continue to maintain a steady 6% share of the market. However, Plasma displays are still comparatively expensive to manufacture and cannot be economically produced in screen sizes less than 37 inches. Unlike emissive displays (displays that produce their light from each colour pixel on the display surface) such as CRT, Plasma, and more recently organic light emitting diodes (OLED), LCD displays produce images by selectively masking a large area backlight source, through pixel sized semiconductor shutters and colour filters. From the inception of commercially produced LCD display TVs, the backlight source has been one or more cold cathode fluorescent lamps (CCFL). However, in the past three years, CCFL backlights are being displaced by light emitting diode (LED) backlights. These have a number of advantages over CCFLs including an improvement in the energy requirement of the display for a given size and brightness. The LED modulated back light TV can currently provide up to a -50% reduction in energy usage compared with an equivalent non-modulated CCFL LCD TV and most modulated back-light LED LCD TVs will currently achieve A to A+ European Union (EU) energy label category. It is expected that 75% of the global market for TVs will be serviced by LED back light LCD display technology by 2014.1 A wide range of 40 inch, high specification, high definition (HD), LED back-light LCD TVs, retail at £500 or less. These include Automatic Brightness Control (ABC) features and in some models internet connectivity. 40 inch, LCD TVs using CCFL back-light in major manufacturers’ and supermarkets’ ranges retail at less than £300. These TV models are usually based on well-established designs and may include ABC, but not Internet connectivity.

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(Intellect Manufacturers’ data/comments)

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New display technologies will be dominated by OLED by 2016 (an emissive display based on organic light emitting diodes separately driven to directly emit the correct colour and brightness for each pixel of the display). Currently the costs of commercially available OLED display TVs are high. However, these costs are anticipated to fall rapidly and be competitive with LCD-LED TVs by 20162. OLED TVs will have the advantage of a far higher frame rate 3 than LCD TVs and are likely to quickly displace these and Plasma TVs for 3D and Super - High Definition viewing. By 2020, competition for OLED displays is predicted to come from direct LED display technology and Quantum Dot (QD) LED display technology. These display technologies use a separate red green and blue LED for each pixel. The advantage of QD LED is the ability, to modify the colour of the light output of the LED, to any part of the visible light spectrum, by changing the physical size of the emissive crystalline structure. QD LED displays have the same manufacturing cost reduction potential as OLED displays and are likely to be more energy efficient for a given, display light level and colour quality. Additional features ABC is becoming a standard feature on all medium to large screen TVs intended for primary TV viewing. This feature will adjust the brightness of the TV screen to compensate for the effect of the ambient room lighting. There is currently no scientific standardisation on the control characteristics of ABC systems (i.e. how much they should change the TV display brightness with different ambient light levels) Addressing this issue is currently a priority for European and International Standards working groups. Another feature in all major manufacturers’ product ranges are TVs with internet connectivity (“SMART” TVs). The impact of internet connectivity on the TV on-mode power and low power activities in (Network) standby mode will need detailed assessment in the near future, based on onmode usage patterns and low power mode laboratory testing.

Technical/Modelling Developments Internet Connected (SMART) TVs and Low Power (Network Standby) Modes Internet connectivity will only become significant in the context of modelling TV on-mode if the TV is used for long periods of web page browsing, because of the higher average picture level (brightness level) of static web pages. Generally, all major brand TVs currently tested for standby power with internet wired or wireless connectivity meet the current EU TV regulation standby criteria. When SMART TVs are programmed to provide automatic download of data when in standby, the low power requirement (Network Standby) can be between 2 and 32 W. At present, few if any TV models produced for the European market use internet access to update Electronic Programme Guides (EPG) relying instead on Download Access Mode (DAM) from the Broadcast data stream. With the tight control of Digital TV broadcasting standards in Europe and especially the UK, DAM has an insignificant impact on the average energy usage of a TV in a typical daily usage cycle.

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2012 US Consumer Electronics Show Review of Samsung and LG 55” OLED TVS The rate at which a complete picture is built up on the TV display expressed in fames/second

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Modelling to include the energy impact of TV Web-browsing and DAM will need far more data input. The best data would be accumulated principally from actual user habit research. A greater market penetration of SMART TVs will be required to make such research data robust. At present around 8% of TVs coming to the UK market are SMART TVs4 .

The Impact of Automatic Brightness Control (ABC) on the average on-mode power of a TV and the need for Standardisation The EU TV Labelling Delegated Regulation 1062/2010 designates that a TV supplied with ABC functionality activated, can have a nominal 5% reduction in the declared home-mode power when calculating the EEI (Energy Efficiency Index) for EU labelling purposes. The ambient room illumination for the ABC to activate should start to operate at 20Lux5 and continue to make a reduction in display brightness down to a room ambient light level of 0Lux (completely dark room). The characteristics of the ABC control of the TV display brightness over this ambient light range are not stated. There is no significant body of data to support this nominal 5% power allowance or the ambient light range over which the ABC should operate. Both the European Committee for Electrotechnical Standardization (CENELEC) TC206 working group/03 and the International Electrotechnical Commission (IEC) 62087 (TV Part) working group are contributing to the development of a harmonised testing standard in support of Ecodesign TV regulation 642/2009. These groups will devote special effort to providing an informative annex on typical ambient light levels for TV viewing and the characteristics of ABC systems reacting to those light levels. A normative measurement methodology for declaring and confirming ABC criteria compliance will be developed for the final CENELEC and IEC standards. A recent Collaborative Labelling and Appliance Standards Program (CLASP) report “Analysis of the Background Illuminance Levels during Television Viewing,” December 2011, currently provides the most authoritative input to this topic. Key findings and recommendations include: ■ An insignificant amount of television viewing occurs at 0Lux. ■ The large majority of TV viewing occurs in rooms ranging in ambient illumination at the TV of between 10Lux and 100Lux. ■ The 0Lux and 300Lux test points, specified in the test procedure for the ENERGY STAR labelling programme, should not be used to measure television energy consumption with the ABC feature enabled. ■ Three illuminance test points should be used to measure television energy consumption, falling between 10Lux and 100Lux. ■ Additional data collection is recommended, particularly for homes outside the USA.

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Intellect Manufacturer’s Data The lux is the unit of illuminance – which is the measure of the intensity, as perceived by the human eye, of light that hits or passes through a surface. 5

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Standby and off-mode considerations for TVs TV standby levels for the European market are on average far below the Tier 2 limits of EU TV Labelling Delegated Regulation 1062/2010 (now in place). Wired and Wireless network connectivity and High-Definition Multimedia Interface (HDMI)6 power control interfaces do not currently impact on conformance with these limits. In the past, MTP has been concerned with the ‘fast start’ feature on some TVs. This is easily selected by the user in the initial set up menu for the TV and then becomes the permanently applied TV standby mode. In some TV models tested for MTP fast-start standby mode could require more than 10W. This concern can now be dismissed as the universal solution to fast start on all major manufacturers’ current TV models is with the use of non-volatile RAM memory7. This has little or no impact on standby power. Fewer TVs will incorporate an off-mode switch as the screen depth profile decreases with time. Basic issues of the physical dimensions and contact separation of a switch safely handling peak AC mains voltages are the primary considerations here. The CENELEC TC206 TV harmonised standard working group have produced a “White Paper” for the Commission, meeting the latter’s requirement for a definition of “An easily Visible” TV off-switch. In the white paper, they qualify the practicality of such a switch in the context of current “thin” displays and show that the potential energy saving of such a switch is minimal. This is due to the remarkable downturn in the standby power requirement of the majority of TVs sold in Europe (The white paper shows that Off- switch energy saving, is very small compared with total on-mode energy even if the switch was used on 100% of the installed TVs in Europe. The energy saving is shown to be smaller than the measurement error of the on –mode power testing standard, used for the TV Regulation conformance declaration). Priorities for improvements in TV on-mode Testing and other Regulation/Test Standards issues. Round Robin Testing (RRT) for TV on-mode (where identical TV models are tested in various laboratories using the current IEC 62087 dynamic picture test loop methodology) continues to show that the testing methodology is robust and that test results are accurately repeatable. The typical results spread is within a 2% window, even when tests made in laboratories in various countries on different samples of the same TV model are compared.8 In 2011, the US Department of Energy (DOE) contracted three laboratories to RRT a 22 inch and 40 inch TV sample using the IEC 62087 test methodology. Each laboratory conducted three separated tests on each sample. The results of the nine separate tests on each sample showed a worst-case onmode power measurement spread of 1.6% for the 22 inch TV and 0.7% for the 40 inch TV. In their synchronised TV Standards work, CENELEC and IEC TV standards working groups are prioritising two key issues: ■ The development of a luminance test pattern for display brightness measurements, which can’t be recognised by the picture processing circuitry that drives the TV display as anything different to 6

HDMI is a compact audio/video interface for transferring encrypted uncompressed digital audio/video data from a HDMI-compliant device ("the source" )to a the compatible digital TV. 7 A solid-state memory, which will retain its last data update with no further power requirement. It will deliver critical data to the TV on switch-on to ensure the fast start of processors supporting the display drive circuitry and the decoding of video and audio from the digital programme transport stream. 8 ADT Testing for Australian Government and MTP/Intellect testing in the UK

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normal TV programme material. The chosen pattern will also ensure that no abnormal characteristics are introduced into the display energy consumption. This test pattern is a key onmode power declaration and verification tool and has been allocated considerable development and verification effort in CENELEC and IEC working group schedules. ■ It is possible to produce a 3D dynamic picture test loop having the same Average Picture Level (APL) as the currently published 2D test loop. It is hoped to distribute this with the new CENELEC/ IEC TV testing standard. Until this testing tool is available, (estimates for final publication suggest summer 2014) and there is far more data on 3D viewing habits, there is little point in speculating on the impact of 3D TV in the context of modelling. The US DOE issued a Notice of Proposed Rule Making (NOPR) in January 2012 under the Energy Conservation Programme. The NOPR is titled “Test Procedure for TV sets” It is still in the process of stakeholder consultation, but draws on existing IEC , US Consumer Electronics Association (CEA) and Environmental Protection Agency (EPA) –ENERGY STAR TV testing methodology and should reflect new input from the IEC and CENELEC TV standard work in the process of this consultation. ENERGY STAR Reference the above NOPR in their Draft V 6.0 TV testing guidance. Table 1 show the current tests for modelling guidance. Table 1 On-mode (home mode) power comparison of 3 popular LED Full HD Edge lit LCD TVs and typical Full HD CCFL back-lit TV (major brand/supermarket) in the most popular (40 inch) retail screen size

Manufacturer/Average Retail Price SAMSUNG /Sub £500 SAMSUNG/Sub £500 SONY /Sub£500 TOSHIBA/Sub £300 OEM (Supermarkets) /Sub £300

Screen Size/ Technology 40”/LED-LCD 40”/LED-LCD 40”/LED-LCD 40”/CCFL-LCD 40”/CCFL-LCD

Home-Mode Power W. 51.1 49.6 45.3 125.7 105.2

Standby W. 0.19 0.19 0.18 0.23 0.21

Label Category A A+ A+ C C

Policy Developments The Commission Regulation (EC) No 642/2009 with regard to Ecodesign requirements for televisions came into force on 12th August 2009. The Regulation is currently in the process of being reviewed and will be discussed by Member States and stakeholders at a Consultation Forum on the 19th September 2012. Following discussions, certain revisions to the Regulation may be made. The UK is collecting data and carrying out its own revision to feed into this process.

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The Commission Delegated Regulation (EU) No 1062/2010 with regard to energy labelling of televisions came into force on 20th December 2010 and is due to be revised no later than December 2016. The Energy Label has had a strong impact on the television market, as the A+ and A++ energy classes are already becoming populated, even though the labels are only due to become mandatory in January 2014 and January 2017 respectively. At an international level, the Super-Efficient Appliance Deployment (SEAD) initiative is working on collaborations to drive the energy efficiency of televisions on a global basis. These consist of a Global Efficiency Award for the most energy efficient TVs in several different regions, as well as a collaboration working to harmonise the testing standards of televisions, with a long-term aim to develop a toolkit of minimum standards that can be implemented in countries with no standards and labelling process in place. The UK is feeding into these two working groups.

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