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CES 2024: Hisense Improves the Screen Experience

The company reiterated its commitment to pushing the boundaries of display technologies.

The theme of Hisense’s CES 2024 press event was “See. Connect. Experience.” and David Gold, president of Hisense Americas, reiterated the company’s commitment to pushing the boundaries of display technologies and its focus on imagining scenarios where screens are indispensable.

Hisence at CES 2024 - David Gold, president of Hisense Americas
David Gold, president of Hisense Americas. Photo by Mark Reinertson

Over the past decade, Hisense has experienced extraordinary growth and is now available for sale in over 160 countries. The company employs more than 100,00 people and has 25 research and development centers, with 66 overseas companies and 34 industrial parks. All of this helps Hisense to achieve strong market growth and to become the second largest TV manufacturer in the world in the second half of 2023, and leading dollar share growth in the North America TV market in 2023.

Gold said that the company looks to elevating experiences, and that the reach of Hisense displays goes beyond home entertainment and into multiple aspects of daily life such as hospitals, classrooms, stadiums, cars, offices, and museums. Hisense looks to enhance scenarios such as using technology to create safer driving, improving healthcare, helping students learn, and “to bring the world closer by integrating display technologies into everyday life.”

Part of this will include the company’s ConnectLife smart home platform, which will feature integration with smart kitchen and other appliances to reshape the way we cook and simplify our daily lives.

More than a decade ago, Hisense recognized the viability of laser TV, and now the company has models that can produce images from 80-300 inches in size, offered in ultra-short-throw, long-throw, and portable form factors. Laser TV technology will also help evolve the in-car driving experience, using augmented reality and heads-up display to make driving safer and easier, providing clear, high-resolution, and transparent view of critical information while still being aware of surroundings, as well as providing exciting entertainment offerings while parked.

Studies show that 73 percent of parents watch screen content with their children, and Hisense is looking to improve family movie night by replicating the theater experience at home. New for 2024 is the 8K Sonic Laser TV that uses 33 million pixels for 8K resolution, an Ultra Black Laser TV Screen using micro nano anti-glare film for the highest contrast levels and light rejection, and a Rollable Screen Laser TV that rises up from a floor housing. A new Dynamic Zone Laser TV will also be on display that uses dynamic light steering to reduce black levels by 50 percent, boost brightness by 500 percent, and deliver up to 2000 nits.

Last year, Hisense integrated miniLED technology into all of premium models, offering more than 12 models from 55-100 inches starting under $500. Because of this, Hisense sold more miniLED TVs than any other brand in 2023, and this year the company will have models starting under $400.

The company claims that 85-inch and larger TVs had an 18x increase in sales over the prior year, and this year they are adding a new 100-inch U76N model to make big-screen entertainment more accessible.

Hisense is also introducing new solutions for living rooms to blend displays with lifestyle. This includes the Canvas TV, which features customizable wood bezels and a zero-gap hanging wall mount to look like framed art, as well as a new Superslim UX model that will be less than 14mm deep, making it the thinnest LED TV produced.

The company’s flagship ULED X, which is “designed for those seeking unmatched viewing experience,” also sees two new products — the 98UX and the 110UX. These sets benefit from a new Hi-View Engine X AI-driven video processing chip to deliver better brightness and more zones of local dimming. This chip utilizes deep learning to refine and enhance the viewing experience, processing local tone mapping optimization, face detection, and AI HDR enhancement to improve detail, contrast, and clarity regardless of content.

The 110-inch 110UX features over 40,000 backlight zones, uses a 16-bit backlight control, can deliver 95 percent of BT.2020 color space, and can reach a brightness of up to 10,000 nits. It also delivers a 4.2.2-channel Dolby Atmos audio experience.