Components
Philips launches Ambilight Full Surround TV
BANGALORE: Philips Electronics India (PEIL) announced the launch of their Ambilight Full Surround TV in Bangalore today, along with updates on their Portable digital audio players or MP3 players in common parlance.
Ambilight is a proprietary technology, a Philips invention that makes the viewing experience intense and immersive by throwing a soft glow on the wall behind the screen to enhance perceived brightness, contrast and colour accuracy, the company said. Ambilight Surround TVs are made in Philips Belgium plant.
The ad campaign for promoting this new offering commenced on December 15 and will run till the end of January next year. Around Rs 90 million has been earmarked for promoting Philips overall, of which more than half or around Rs 50 million has been allocated for the Ambilight campaign. Excluding the Ambilight campaign, Philips has spent around Rs 130 million during this calendar year towards product promotion and marketing.
The Ambilight campaign comprises of a ‘Hulk’ TVC, ads in magazines and outdoor. Philips is targeting the A and A+ cities initially and expects to garner about 10-15 per cent (around 50,000 units in absolute numbers) of the estimated 400,000 high end TV market in India. Currently Philips has a 6 per cent piece of the overall Indian TV market pie, with their current brand and Ambilght campaigns want to ramp this to 10 per cent.
The Ambilight Hulk TVC has been created globally by DDB (India-Mudra) and the media buying is by Carat. The TVC media plan includes primetime Hindi channels, news channesl and the Tamil, Kannada and Bengali channels. Philips have chalked out plans to have new TV product launches every two to three months and will be finalizing the spends for each campaign ‘wave’.
Also on the anvil are marketing campaigns for their MP3 players which have been launched so far in 10 cities in India.
SEOUL: In the eternal battle between gamers demanding lightning-fast refresh rates and professionals craving pixel-perfect clarity, LG Display reckons it has found détente. The South Korean display titan is unveiling the world’s first 27-inch 4K OLED monitor panel that marries an RGB stripe structure with a blistering 240Hz refresh rate—a combination previously thought incompatible, like oil and water or fashion and function.
The breakthrough lies in how the pixels are arranged. RGB stripe structure lines up red, green and blue subpixels in neat rows, banishing the colour bleeding and fringing that plague lesser screens when you park your nose close to the display. It is the difference between reading crisp text and squinting at a rainbow-tinged mess. OLED panels using this method existed before, but they topped out at a sluggish 60Hz—fine for spreadsheets, useless for fragging opponents in first-person shooters.
LG Display’s engineering wizardry changes the game. By cranking the refresh rate to 240Hz whilst maintaining that pristine RGB stripe layout, the company has produced a panel that works equally well for colour-critical design work and twitchy gaming sessions. Better still, the panel incorporates Dynamic Frequency & Resolution technology, letting users toggle between ultra-high-definition at 240Hz and full-HD at a frankly ludicrous 480Hz. That is fast enough to make your eyeballs sweat.
The specs are suitably impressive: 160 pixels per inch for exceptional detail, optimised performance for Windows and font-rendering engines, and colour accuracy that should please the Photoshop brigade. LG Display achieved this by boosting the aperture ratio—the percentage of each pixel that actually emits light—and applying what it coyly describes as “various new technologies.” Translation: years of R&D and probably some sleepless nights.
Existing high-end gaming OLED monitors have relied on RGWB structures (which add a white subpixel) or triangular RGB arrangements. Both work, but neither delivers the sharpness that professionals demand. LG Display’s new stripe pattern is tailored specifically for monitor use, a recognition that staring at a screen from two feet away demands different engineering than watching telly from across the room.
The company is betting big on this technology, targeting the high-end monitor market where it already commands roughly 30 per cent of global OLED panel production. Among gaming OLED panels in mass production, LG Display claims world-leading specs across refresh rate, response time and resolution—a trifecta that sounds like marketing bluster until you check the numbers.
“Technology is the foundation of leadership in the rapidly growing OLED monitor market,” says LG Display head of the large display business unit Lee Hyun-woo. He promises to keep pushing “differentiated technologies compared to competitors”—corporate-speak for staying ahead of Chinese rivals snapping at LG’s heels.
The new panel will debut at CES 2026 in Las Vegas, where LG Display plans to woo customers and expand its lineup. Initial rollout targets high-end gaming and professional monitors, the sweet spot where people actually pay premiums for superior screens rather than settling for whatever came with their laptop.
Whether this technology reshapes the monitor market or remains a niche luxury depends on two things: pricing and production scale. But for now, LG Display has pulled off something rare—a genuine technical leap that solves a real problem. Gamers get their speed, designers get their clarity, and LG gets bragging rights. In the cutthroat world of display tech, that counts as a win.
