Philips to unveil world's first 21:9 ratio LCD TV on January 29
Although Dutch manufacturer Philips chose not to exhibit at the recent Vegas CES, the company still had a major announcement up its sleeve.
It will be the first TV maker to introduce a 21:9 ratio screen. The model will be unveiled at a media event in London on January 29, and is being heralded as 'a new TV that is genuinely different to anything you have ever seen before'.
The screen is dubbed the Philips Cinema 21:9. It's an ultra widescreen LCD model that is capable of displaying 2.35:1 movies in their native aspect ratio.
Cinema 21:9 will be available with a screen measuring 56in diagonally. It will be bolstered by a three-sided Ambilight Spectra system. Says Philips: 'Traditional LCD TVs compromise on the 2.35:1 movie experience by distorting the picture to fill the screen, losing the full scope of the original shot, or by displaying the picture in letterbox format with black bars at the top and bottom. Cinema 21:9 solves these issues to give the viewer an uncompromised and absorbing cinematic viewing experience, never before available in the home.'
Philips consumer lifestyle senior VP of television marketing, Des Power, adds: 'With our unique Cinema 21:9 we have developed a television which takes you as close to the experience that you enjoy at the cinema as you can get without buying a ticket. We believe that to really become absorbed in watching a film at home consumers are looking for a real cinematic viewing experience, so we have launched the world's first cinema-proportioned TV screen perfectly complemented by our immersive Ambilight technology.'
Philips says that 16:9 programming will be 'adapted' to fill the screen. Other details, including panel resolution, have yet to be announced.