Toshiba Talks Up OLED HDR and Alexa

Japanese manufacturer unveils TV sets for next generation smart homes

Toshiba is unveiling at IFA a range of new product developments across its TV range.

Among them is a new OLED HDR series that will offer a cinema-style, edge-to-edge viewing experience thanks to its bezel-free finish. Available in 65” and 55”, Toshiba’s OLED HDR range is designed without a backlight and allows every TV pixel to regulate its own light and colour.

Also at IFA, Toshiba introduced its 75” HDR “super screen sensation” that uses metadata to calculate how bright or dark the onscreen imagery should be. The TV is designed to support Dolby Vision, which it describes as the preferred HDR format of leading moviemakers.

During the company’s press conference, Bart Kuijten, Toshiba sales and marketing director, Europe, said the company is also introducing an Alexa-enabled TV series. The “hands-free viewing experience will be an integral part of the next generation smart home experience”, he added.

According to Kuijten, Alexa-enabled TVs will make viewing a more inclusive and social affair “because they are ideal for a wide range of demographics from millennials to older viewers”.

Toshiba is also keen to be at the forefront of cutting edge design and is pushing the boundaries of innovation with a borderless TV concept. This is manifested in a 65” bezel-free model. It also revealed details of a “card-thin” 65” model that can hang completely flush against the wall.

In another innovative development, Toshiba has teamed up with Lucasfilm to design a unique 24” Star Wars-inspired TV. The edge of the set is framed with X-wing Starfighters and the Star Wars name appears across the display whenever it is first switched on. When the TV is switched off, it closes with a climactic scene of familiar Star Wars sights and sounds, featuring the appearance of a First Order stormtrooper to the accompanying tell-tale low humming sound of a lightsabre.

HALL 8.2 / STAND 101