After the display technology, high-quality sound will become the new arena of color TV giants

In recent years, the global competition in color TV display technology has intensified, with various innovations such as ULED, OLED, quantum dots, and laser displays emerging rapidly. As these technologies become increasingly difficult to distinguish, the focus of the industry has gradually shifted towards sound quality. Chinese and international TV manufacturers are now competing not only on visual performance but also on audio experience, making sound quality a new battleground in the market. Recently, Hisense, a leading color TV brand, launched the new NU7700 series under the "Golden 9 Silver 10" promotional period. This series is equipped with advanced features like "subwoofer" and "ULED display," quickly capturing attention in the market. What sets this model apart is its innovative "air sound field" technology, developed by Hisense. This breakthrough solves the long-standing challenge of achieving both ultra-thin design and high-quality audio, marking a significant leap in TV innovation. By mastering this key technology, Hisense has positioned itself at the forefront of global TV innovation, especially in sound quality. The company has successfully broken away from the traditional dominance of international brands, creating a dual-driven approach of picture and sound quality. This development highlights China's growing influence in the global TV industry, showcasing how Chinese companies are evolving from large-scale producers to true innovators on the world stage. Industry experts believe that Chinese companies like Hisense have started to make their mark in core areas of color TV technology. Now, the next big step is to lead in sound quality innovation, which is expected to become the next major arena for global TV giants. As the color TV market matures, the competition among top players is no longer just about picture quality or price—it’s about overall technological capability and system-level innovation. For television, sound and image quality are inseparable. With larger screen sizes, the audio-visual experience has become the ultimate test of a TV's performance. Over the past two decades, one major mistake in the global TV industry was focusing solely on display technology while neglecting sound quality. However, for users, a TV should deliver both a visual and auditory experience—something that goes beyond clarity and simplicity. This gap isn’t due to negligence but rather the result of a contradiction between the pursuit of ultra-thin designs and the need for better sound. As TVs become thinner, the space for internal speakers shrinks, leading to compromised audio performance. While midrange and high-frequency sounds may still be acceptable, low-frequency reproduction suffers significantly. Companies like Sony have tried solutions such as "screen sound" on OLED TVs, while others rely on external sound systems for LCD models. Hisense, however, took the lead in solving this issue. Their "air sound field" technology uses dual-mode resonance ultrasonic speakers to directly conduct vibrations into the air, delivering powerful bass and an immersive audio experience. This innovation allows built-in speakers to reach frequencies below 60Hz, setting a new standard for in-home audio performance. Bass, often considered the soul of sound, has been a challenge for TV manufacturers. This time, while global giants like Samsung and Sony struggled, Hisense succeeded in breaking through. This achievement reflects the systematic and sustainable innovation capabilities of Chinese companies, helping them gain recognition on the global stage. With the release of the NU7700 series and its "air sound field" technology, Hisense has set a new benchmark for premium TVs worldwide. The integration of ultra-thin design, high-resolution images, and superior sound quality opens up new possibilities for future product development. It also enhances the "Golden 9 Silver 10" market surge with a truly immersive audio-visual experience. In addition to the "air sound field" technology, Hisense has integrated Waves professional sound processing into the NU7700 series. This includes nine EQ tunings, vocal enhancement, clear trebles, and 3D sound effects, offering a personalized audio experience. These technologies, widely used in over 400,000 professional studios globally, have now been adapted for home use. Behind Hisense’s advancements in sound quality lies its strong foundation in image technology, including ULED and laser display. These innovations ensure that the visual experience remains top-notch, complementing the audio improvements. From Sony’s "screen sound" on OLED TVs to Hisense’s "air sound field" on ULED models, both aim to deliver a more immersive audio-visual experience. However, Hisense has managed to break the monopoly of traditional giants, securing a place for Chinese innovation on the global stage. Today, in the ongoing battle between Chinese and international TV brands, the goal is to achieve ultra-thin designs with high-quality sound. While Sony relies on OLED panels and Samsung/TCL use external speakers, Hisense leads with its unique "air sound field" technology. This advancement will continue to drive the next wave of upgrades in high-end, large-screen TVs, pushing all companies to further innovate and improve their audio capabilities. For smart TV and box information, visit Smart TV/box Information Network Sofa Butler (http://), China's leading platform for smart TV and box news, providing updates, reviews, software, and more. 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