Toshiba Asia Pacific | Press Release

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Philippines, 31 May 2013 – Toshiba recently showcased the superior capabilities of its new CEVO 4K video processing engine in a technology preview. CEVO 4K is Toshiba’s core technology for 4K Ultra HD TV which is capable of enhancing full HD up to four times its original resolution.

Yuji Motomura, Chief Specialist of Digital Products Company, Toshiba Corporation, who currently leads a team in developing the CEVO 4K technology said “CEVO 4K is Toshiba’s state of the art technology for television which upgrades image quality and restores precision, enabling superior picture for contents like Blu-ray™, digital broadcasts and 4K contents,” he explained.”It is an enhancement of the 4K Ultra HD TV first introduced by Toshiba in 2011. The resolution of 4K is four times the pixels of full HD.”

According to Motomura, Toshiba’s unique philosophy for television is to bring out the natural look and feel of life. “Televisions are being made to create a wow feeling, the bigger the screen, the more excitement,” he said. The problem with bigger screens that do not have an advanced video processing engine is that even images shot in full HD can look pixelized. “It is not enough that the TV screen is big – it also has to be equipped with the technology that maintains the high picture quality to enhance the viewing experience.”

“If the programs you are watching are in Blu-ray™ or digital broadcasts, the CEVO 4K technology improves the images and makes it possible to watch them in near 4K level picture quality. That’s the wonder of the technology,” Motomura said. “If you see very detailed pictures or images you somehow get excited. The ultimate excitement is delivered when the picture is so good and the screen is so wide.”

Toshiba demonstrated how CEVO 4K gave a near 4K level picture quality to the movie. It can improve precision up to 90% of the original content, which provides a sense of reality that is unmatched in terms of viewing experience. It was also demonstrated how even the quality of youtube videos are enhanced, which would be an added treat to the growing number of people who love to watch and upload videos.

Toshiba’s CEVO 4K gets the nod of young media innovators

An awarded independent film director and one of the most in-demand advertising directors in Manila, Paul Soriano, was among the first to experience first-hand the power of Toshiba’s core technology. He is very particular with visual quality, having shot over a hundred TV advertisements since he got his first commercial break in 2007. “It isn’t easy to show true images on a television screen that best match real life color and consistency,” he observes. Whenever I do a commercial or a movie there’s always a message that you want to share with the audience and after that would be the look – you spend so much time lighting scenes, making people look good, production design, cinematography, direction – that also helps with the narrative. For example, if you’re doing a dramatic scene your lighting has those muted tones. So when people watch it, they would need a decent television to be able to project that. My team exerts a lot of effort to make a scene look good. When the colors are right it really helps bring the viewer into the whole scene.”

Abe Olandres of YugaTech fame, one of the most widely read technology websites in the country, believes in the capability of the CEVO 4K to enhance image quality. “Nothing beats more natural color compared to over saturated or very highly lit TV sets. For a 4K TV, Toshiba has more pixels and it means higher resolution, more detail. There is a better perception of depth, wider range of color.”

Abe observes that when it comes to buying television sets, Filipinos are very conscious of features. “Technology is important. In general, the understanding of Filipino consumers in terms of who produces the best image is not yet up there but we are getting there. We’re done with HD and full HD, we’re now in 4K. The reason for the drive for 4K is because of the panel size, we need this technology – it makes a difference when your screen is big. In order for you to maintain that good image quality index, you need very good resolution.”

About Toshiba (Philippines) Inc.

Toshiba (Philippines) Inc., a subsidiary of Toshiba Corporation, and is involved in sales and marketing of LCD TV, Laptop PC, refrigerators, and social infrastructure business.

Toshiba (Philippines) Inc. was founded in 2011. Visit Toshiba Philippine’s website at www.toshiba.ph/tph/

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