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Sharp?s new AQUOS campaign is about Yellow Color

by on09 January 2010

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CES 2010: That's all they could come up with

One of
the more interesting CES marketing campaigns that caught our attention on the showroom floor was Sharp’s introduction of QuadPixel technology. Sure, the name sounds like a big new catchphrase in the High Definition display market, but it’s nothing more than the addition of yellow color to the current RGB (red-green-blue) spectrum employed in the NTSC color gamut. All in all, we were amused by the fact that the marketing campaign is titled “Hello Yellow.”

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The company has one-upped the typical RGB color combination with the addition of Y in its new flagship AQUOS edge-lit-LED lineup, dubbed the LE820 Series. Sharp insists that by adding yellow into the color spectrum with QuadPixel technology, its latest HDTVs are now able to produce trillions of colors rather than a mere four billion or so with RGB. In perspective, it can be viewed as a more direct approach to what xvYCC technology intends to do with Deep Color through HDMI 1.3a.

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According to the press release, “Four primary color technology enables the display to reproduce colors that have been difficult to portray using conventional LCD displays, such as the golden yellow color of brass instruments.  When combined with Sharp’s 1080p X-Gen LCD panel, which incorporates UV2A Technology, the displays offer dramatic reduction in energy consumption compared to conventional fluorescent-backlight LCD TVs.”

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The displays we spotted came in 52-inch, 60-inch and 68-inch diagonal sizes. As expected, they will be available some time in Spring and it should be possible to see them in person at BestBuy and other retailers by May or June.

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Last modified on 11 January 2010
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