Global Sources
EE Times-Asia
Stay in touch with EE Times Asia
?
EE Times-Asia > Optoelectronics/Displays
?
?
Optoelectronics/Displays??

Syntax-Brillian fortifies global presence via JVs, supply deals

Posted: 05 Apr 2006 ?? ?Print Version ?Bookmark and Share

Keywords:Regina Gepte?

Sollitto: We must let people understand that there won't be a single winner in HDTV technology. I believe the applications will dictate the best solution.

Top HDTV manufacturer Syntax-Brillian Corp. is keen on strengthening its global presence through joint ventures, supply agreements and technological breakthroughs. A product of the merger of privately-owned Syntax Groups Corp. and publicly-held Brillian Corp., the company has taken giant leaps to penetrate the lucrative Chinese market, formally announcing last month its two joint ventures in the country.

Early this week, Syntax-Brillian signed an agreement with China South Industries Group Corp. for the establishment of a joint venture company that will assemble and sell LCoS-based light engines to TV manufacturers in China and the rest of the world. The joint venture company, called Sino-Brillian Display Technology Corp., merges Syntax-Brillian's expertise in LCoS technology with China South's high-quality optical components. Targeting an output of 300,000 light engines annually, it will begin limited production in May and volume production in July.

"We will be producing LCoS light engines in China and we'll be selling them to the China TV market so that Chinese TV manufacturers will be able to build those large RPTVs in China in time for the Beijing Olympics," Syntax-Brillian chairman and CEO Vincent F. Sollitto Jr. said in a recent interview with EE Times-Asia.

The company also announced last week its participation in a joint venture called Nanjing Huahai Display Technology Co. Ltd, which will manufacture the full range of Olevia LCD TVs in Nanjing, China. The Nanjing facility will begin volume production in July, aiming for annual capacity of 300,000 units.

Syntax-Brillian has been selling the Olevia LCD TVs in Hong Kong since 2004 and in Beijing since 2005. The brand is currently sold in eight major cities on the eastern coast of China.

"We're beginning to see that business take off. However, in China, it's much more advantageous to be a Chinese brand, and so, we're going to build our TVs under the Olevia brand in China for that market," Sollitto said.

Meanwhile, the company has also announced a strategic volume purchase agreement with LG Philips LCD, one of the world's top thin film transistor liquid crystal display (TFT-LCD) manufacturers. According to the company, this supply deal is expected to support Syntax-Brillian's planned expansion of the Olevia brand worldwide and further enhance LG Philips LCD's competitiveness in the global LCD TV panel market.

"The deal will give us tier-1 pricing and allocations, so that we'll have a significant supply of panels, primarily in the very exciting 37- to 42inch sizes, which are very big sellers in North America," Sollitto shared.

Li: The Super In-Plane Switching technology that LG Philips LCD is currently providing is the most advanced technology for LCD-TV panels; it has the highest contrast ratio and brightness, the widest viewing angle and the fastest response time.

Quizzed on the rationale behind its choice of TV panel supplier, Syntax-Brillian president James Li admitted that the company has been using LG Philips LCD's panels from the start since it is the single panel maker that has been consistently producing the largest volume of larger-sized LCD TV panels. Li added that the usual panel shortage it has experienced, especially during the holidays, and the need for a secure supply source have compelled the company to opt for a long-term procurement agreement.

"More importantly, the Super In-Plane Switching technology that LG Philips LCD is currently providing is the most advanced technology for LCD-TV panels; it has the highest contrast ratio and brightness, the widest viewing angle and the fastest response time," Li said.

Technological breakthroughs
Syntax-Brillian has also been at the forefront of leading-edge technology. Sollitto predicts that for the LCD sector, the most exciting change will happen in backlight technology. "LED backlights have no known failure mechanisms; hence, lifetimes will be virtually unlimited. Also, because of the ability to modulate LEDs, we can improve not only the color gamut, but also the black and grayscale," he said.

Breakthroughs in video processing should allow TV makers to reduce the noise and blur that characterize most of the pictures TV viewers see today. To date, Syntax-Brillian's product lineup includes the 3 series (20- to 30inch LCDs), the new 5 series aimed at tier-1 applications, and the 700 series, which consists of 42inch and 47inch 1080p LCDs and a 65inch 1080p LCoS RPTV.

"Our 700 series is where we'll introduce these new technologies over the next one to two years," Sollitto revealed.

The HDTV maker also foresees a quick acceleration towards HDTV in Asia within the next two years, with major sporting events such as the Beijing Olympics, the World Cup and the World Series driving HD coverage. As consumers become more comfortable with the technology, there will be greater HTDV adoption and programming, two things that will feed on each other to create a much more exciting industry.

"But we must let people understand that there won't be a single winner in HDTV technology. I believe the applications will dictate the best solution," Sollitto added.

Syntax-Brillian sees tremendous growth opportunities as it strengthens its relationships with Asian suppliers as well as its distribution channels in North America. Its bid for globalization, as seen in its recent forays into China and planned activities in Europe and South America, and its strong LCoS technology base should further strengthen its role in the global expansion of HDTV technology.

- Regina Gepte
Electronic Engineering Times-Asia




Article Comments - Syntax-Brillian fortifies global pre...
Comments:??
*? You can enter [0] more charecters.
*Verify code:
?
?
Webinars

Seminars

Visit Asia Webinars to learn about the latest in technology and get practical design tips.

?
?
Back to Top