Panasonic shows off new "reference" OLED TV prototype at IFA

At IFA 2016, Panasonic is showing off a new "reference" OLED TV prototype. The company says that it wants to show what the “next generation OLED technology” looks like and the “significant progress made so far” in especially “near-black reproduction”. A consumer product is coming in 2017.

Panasonic OLED TV prototype
Panasonic launched its first OLED TV - the 65” CZ950 - exactly one year ago at IFA 2015. The Japanese company has no new OLED product to launch at this year’s IFA show but it has brought a prototype to show that it is “committed to shaping the future of television and is already working towards its next ‘Reference’ review with OLED”.

And here it is (photo credit: HDTVTest.co.uk):

Here's Panasonic's next-gen @UHD4k OLED prototype at #IFA2016. Such inky blacks & lush colours. And It's flat! pic.twitter.com/HyQnzkzzwm
— HDTVTest (@HDTVTest) August 31, 2016

So, what does this entail exactly?

- “Panasonic is currently working on applying our next generation processing to OLED technology, focusing on improving OLED’s most demanding challenges: near-black reproduction. By applying Panasonic’s know-how in self-illuminating panel technology known from Plasma TVs, Panasonic is further improving this area and enabling OLED technology to deliver the most premium TV viewing experience possible for consumers,” says Panasonic.


In reality it probably just means that Panasonic is not yet ready to launch its next flagship TV. Earlier this year, the company released the DX900 flagship LCD and Panasonic is working hard to position it as the reference LCD for picture quality. However, it is nice to know that Panasonic is still committed to developing OLED TVs.

More information “later this winter”
To help optimize its high-end TVs Panasonic has partnered with Hollywood colorist Mike Sowa known for his work on films such as Oblivion and Insurgent. 


Mike Sowa explains that he used CZ950 to develop the home video grading portion of Disney’s The Jungle Book that will be available for streaming and possibly UHD Blu-ray later (Disney has yet to commit to UHD Blu-ray).

- “I also used the TX-65CZ950 on ‘Kubo and the Two Strings’ and ‘The Accountant’ two upcoming feature films I’ve been working on in Hollywood. There is no doubt that 2D is great, however, the TX-65CZ950 produces spectacular results in 3D,” he is quoted as saying in Panasonic’s press material, suggesting that 3D will continue to be featured in Panasonic’s next OLED TV.

Panasonic says that “more information  is expected to be announced later this winter”. Our guess is that the final OLED TV consumer product will be unveiled at CES 2017 in Las Vegas this coming January.

- Source: Panasonic, photo credit HDTVTest.co.uk