5 challenges that justify the existence of television The BRAVIA A1 television series 1st challenge: A new visual experience – An image that seems to float, without support Yosueke Nakano – Concept Planning – Sony Visual Products Inc.
We wanted to create something new – a new visual experience which seemed to be impossible. A full range of features and images that seemed suspended, without support. With conventional televisions this is usually out of reach.
Or they sacrifice appearance in favor of image and sound. It’s that kind of compromise. The moment we made the decision not to accept any compromises, the vision for the final product became apparent to us.
Turning this vision into reality has not been easy. Hiroaki Yokota – Art Director – Sony Corporation The concept was just a vision, a screen that seemed to float, without support. It was an object that we wanted to create for a long time.
Our customers already know that OLED TVs are very thin. We have therefore integrated this feature into our project so that our clients can keep their point of view. I have always believed that thinness could be best felt by seeing a bare screen rise up from the ground on its own.
During this time, the heat created was becoming problematic. We absolutely had to maintain a certain space between the screen and the back panel. That’s when I got this idea – why not leave all the space available by allowing the screen to stand on its own? Making my idea a reality, however, proved to be very difficult.
2nd challenge. Play sound from the screen Hiroshi Yoshioka – Audio Design – Acoustic Surfaces – Sony Visual Products Inc. Using the screen as a speaker to emit sound. As if the people on the screen are really talking, the sound comes directly from it.
We always knew that using the screen as a speaker would be ideal. So we created an “acoustic surface” for our A1 series. Glass has completely different characteristics than conventional speakers. So we had to bring out the sound of a material that seemed less than ideal.
We had to imagine a new methodology that would allow us to turn a theory into reality. To do this, we have carried out a multitude of simulations and tested them with the most recent evaluation processes.
We have built 220 prototypes – a colossal number. This trial and error process was the greatest difficulty we encountered. 3rd challenge. Combine images, sound and packaging Shinpei Kondo – Panel and Mechanical Design – Sony Visual Products Inc.
My colleague, Hiroshi Yoshioka, presented his sound demo with overwhelming enthusiasm. After seeing the demo, it was certain that this “acoustic surface” would equip our new television. I heard this comment from the design team: “If we could manage to materialize this idea, it would really be the ideal concept for a television set.
” I was really impressed. I had to face many challenges to imagine this new structure We had decided to do it all, without a plan B. Success was our only option. This will has given us the confidence to achieve perfection at every step.
Shhigenori Sunaoshi – Panel and Mechanical Design – Sony Visual Products Inc. Creating this product has been the source of many problems, which we have never encountered before. But our will to realize this project was very strong.
All the teams had to cooperate to achieve our goal. The design, mechanics and sound teams. The realization of this project makes me very happy. A year seemed like ten years. I must have aged ten years during this project.
4th challenge. Take advantage of the full potential of OLED technology Eisuke Shibata – Project Manager – Imaging Quality – Sony Visual Products Inc. Last year Sony introduced their Z9D TV, with its fantastic backlighting.
It’s still the ultimate in LCD screens. Our challenge was to create a product different from the Z9D. So we had an internal rival watching us work. We felt a lot of pressure. OLED panels can be difficult to work with.
I kept saying to myself “We have to create a different product!” Working with the very essence of OLED technology has allowed us to create a perfect OLED TV from Sony. 5th challenge. Lead an extraordinary project to success Akira Kubo – Project Manager – Sony Visual Products Inc.
This is an exceptional product, a strategic product. It was also a “top secret” project at Sony. We have even created a brand new department, dedicated exclusively to this project. When we looked at the first prototype in a small, dark room, we were incredibly impressed.
We decided to use the premises of another project, for a whole day. And we invited the other departments to come and see our television, for a group of 30 minutes at a time. We presented them with the image, the sound and the design.
Once the presentations were over, we received multiple offers of collaboration from other departments. We immediately understood that the attraction to this new technology would help us move the project forward.
Whenever a decision had to be made, we always chose the option that presented the most challenges. During the project we were constantly on a tightrope … but we managed to complete all the way. Our approach has served as inspiration for others and allowed us to achieve success all together.
I wish that more people could appreciate our product, not in such a bold way. Explore a new world