On January 11, Nandu reporter learned that Hisense released a fully developed 8K AI picture quality chip, which is the fifth generation of Hisense picture quality chip.
Xu Wenli, deputy director of the Department of Electronic Information of the Ministry of Industry and Information Technology, said at the press conference that Hisense is one of the few color TV enterprises at home and abroad to systematically study the iteration of picture quality chips, and this time successfully developed 8K AI picture quality chips and realized independent research and development, independent controllability, eliminating technical barriers in the field of picture quality processing segmentation, and is an excellent case of collaborative innovation in the upstream and downstream of the industrial chain.
Yu Heng, head of hisense chip display, introduced that the chip can be deep learning and picture quality processing according to the user's visual focus through 8K AI perception processing, and has reached the industry's high-end level in terms of the most sensitive clarity, contrast, color, and smooth movement of the human eye.
Ultra-high-definition TV picture quality chip localization
Nandu reporter learned that the chip was born in the "Hisense-Xidian" intelligent image processing joint laboratory. The laboratory was jointly established by Xidian University and Hisense in 2020, and its mission is to surpass the picture quality performance led by Japanese and Korean brands for a long time and realize the independent research and development of domestic ultra-high-definition TV picture quality chips.
Gao Xinbo, president of Chongqing University of Posts and Telecommunications and head of the "Hisense-Xidian" intelligent image processing joint laboratory of Xidian University, said: After more than a year of technical research, AI image quality processing IP has become the biggest highlight of this ultra-high-definition picture quality chip, which can make all kinds of low-resolution video can be presented with high quality on ultra-high-definition display devices.
It is reported that for color improvement, this chip adds 2 color management modules, and uses AI technology to detect the picture in real time (such as real-time detection of faces, as well as detection of scenes, etc.). For different pictures, the most suitable color improvement strategy is adopted. For example, it will improve the skin color for the face scene and make the face more rosy; for natural scenes such as sunset, to improve the color saturation.
According to Hisense, consumers often encounter the problem of insufficient clarity and noise of online video in video viewing. Hisense 8K AI quality chip is based on deep neural network to enhance the ultra-resolution of low-resolution images, which can achieve intelligent interpolation improvement for low-frame rate videos, implement high-fidelity restoration of poor image quality images, intelligent color grading of color images, and quality evaluation feedback for multi-distortion images. Through a series of intelligent processing, the perceived quality of the video source is greatly improved, and the adaptation of ultra-high-definition display devices is realized.
Mei Jianping, director of the Data Application Department of the Technology Bureau of the Central Radio and Television Corporation and executive deputy director of the State Key Laboratory of Ultra-high Definition Video and Audio Production and Broadcasting, said, "Both the station and Hisense have participated in the national 'Science and Technology Winter Olympics' research and development plan, and will present Chinese technology for the Beijing Winter Olympics." "This year, the main station will also work with Hisense to jointly develop China's 8K broadcast-grade professional monitors to provide strong support for the development of 8K ultra-high definition."
The display industry competition is turned from the screen to the core
"Without its own chip, there is no qualification to define the product, and the competition in the entire display industry is shifting from the 'screen' to the 'core'." Yu Zhitao, vice president of Hisense Group and president of Hisense Video, said at the press conference, "The larger the screen, the more important the picture quality. 2022 will be the inflection point of global TELEVISION competition, and the previous cost-effective dispute will enter the battle for picture quality." Yu Zhitao said that in the past year, 75-inch TVs have become the largest growth in the entire industry. The global TV market is about to usher in a new round of "inner volume", picture quality is the only way out, and the core technology of picture quality represented by 8K picture quality chips will become a "winning weapon" in the new round of inner volume era.
Previously, Jia Shaoqian, president of Hisense Group, revealed in an interview with Nandu reporter that HISENSE's independent research and development and mass production of TV TCON chips have been used by panel factories, machine factories and board factories at home and abroad, with an annual sales volume of more than 38 million. Chip customers include Huawei, ZTE, China Mobile, China Telecom, Ali, Tencent and other giants.
Written by: Nandu reporter Kong Xueshao