Pioneer has been talking up the virtues of its KURO flat panel technology, which it claims will make the contrast ratio measurement meaningless.
"Project KURO" encompasses Pioneer’s research and development into their ultimate plasma display which they claim offers such deep blacks that you can walk into a dark room with a KURO TV switched on, but without any signal, and not see it.
If that wasn’t enough, Pioneer has a concept 50-inch display which is just 9mm thick.
"For more than a year, Project KURO has been a brand mantra within Pioneer that represents our commitment to deliver the most passionate and emotional entertainment experience possible," said Russ Johnston, executive vice president of marketing and product planning for the Home Entertainment and Business Solutions Group at Pioneer Electronics (USA) Inc.
"The KURO technology concepts demonstrate how we are continuing to challenge the industry and stay above the commoditised flat panel television market – by literally ending the conversation about contrast ratio, a debate that has been in existence since television was first introduced, and creating a flat panel display so thin it becomes a canvas for entertainment," he continued.
These TVs are expected to be commercially available later this year.
Yoichi Sato, senior executive officer and chief technology executive at Pioneer Corporation, said, "Thanks to the self emitting principle of plasma, we were able to crack the code on plasma luminance. Pioneer technology has advanced to the point where we have achieved virtually zero idling luminance in more than six million cells, previously thought to be impossible. The result is, in essence, absolute black with no measurable light coming from the television. For consumers, this creates the experience that the image is floating in space, with a picture that has exceptional detail and vivid color. Ultimately, our goal is focused on bringing to market a new KURO that unifies the extreme contrast and advanced design concepts to transcend anything currently possible in home entertainment. We feel that this will not only surpass our previous best, it will completely change the playing field."
