Panasonic Viera X97C: SQD Mini LED TV, 65" to 98'' and Hexa Chroma Drive Ultra processing

Panasonic will launch the new Viera X97C TV series in Japan in a few days, new high-end 65", 75", 85" and 98" [abc]LCD[/abc] [abc]Ultra HD[/abc] [abc]4K[/abc] televisions using next-generation SQD Mini [abc]LED[/abc] display technology. The company held a demonstration of the 98" model (249 cm) in early October, making it possible to explain in detail why the Osaka-based firm opted for SQD panels made by Chinese manufacturer CSOT, a TCL subsidiary. Sadayoshi Kanazawa, from the marketing department of the TV division, explains the Viera philosophy: “We want to offer new experiences and authentic emotions through the power of entertainment. We will strive to provide emotionally powerful experiences, impossible to live on a smartphone or tablet, in the privileged place of the living room”.

 

The challenge of very large diagonals and colorimetry Mr. Kanazawa continues: “By analyzing our company, we see that two areas for improvement are necessary. The first concerns screen size. Demand for ultra-wide screens is growing rapidly worldwide, especially in the United States and China. In Japan too, we are seeing a growing trend among consumers to opt for larger screens. In order to revive our TV business, we are convinced that entering the ultra-wide screen market is essential. The second challenge, he points out, concerns the color gamut: Although resolution and contrast have improved considerably on UHD 4K TVs, conventional TVs have not been able to properly represent the wide color gamut defined by the BT.2020 standard.” A standard which, for the record, covers 99.9% of the colors found in nature. Expanding this palette is therefore considered essential to deliver total immersion.

 

Panasonic X97C: SQD Mini LED, at the heart of the Real Color Panel To overcome this challenge linked to color reproduction, Panasonic has developed the Real Color Panel, a proprietary display built around SQD Mini LED technology. This unprecedented design rests on two pillars: a layer of high-quality quantum dots (Super Quantum Dot Sheet) that converts the blue light from the backlight into high-purity red and green, and a wide-spectrum color filter that optimizes the separation of each hue according to its emission characteristics. The result is a gamut about 125% wider than that of conventional models, covering nearly 100% of the BT.2020 color space. Even better, the combination of a powerful Mini LED backlight and a new “high-brightness, wide-viewing-angle sheet” makes it possible to fully enjoy the image’s dynamics, even in a living room flooded with light.

 

 

Japanese engineers have also perfected backlight control to exploit the panel’s potential. According to Yasuhiro Takahashi, product manager, W Area Control Ultra technology (which divides the backlight into twice as many zones as before) combined with Minimum Luminance Control (which precisely manages the lowest brightness levels) makes it possible to reproduce abyssal blacks while radically eliminating blooming effects.

 

Panasonic X97C: Hexa Chroma Drive Ultra and absolute precision Another major asset of this series is the presence of the Hexa Chroma Drive Ultra process. This 3D color management circuit (3D Lut), specially calibrated for SQD technology, controls and optimizes hues with formidable precision across a wide range of scenes, from the darkest areas to the brightest. Marketing manager Daisuke Okitsu explains: “We believe SQD is the optimal device for faithfully displaying content. It can accurately reproduce the intended colors in any video.” During demonstrations, the difference was especially striking in the blue spectrum, with a filter adding unprecedented depth and a clear distinction between blue, cyan and magenta.

 

Panasonic X97C: Fire TV, generative AI and redesigned ergonomics Beyond picture quality, ergonomics also take a leap forward. The Viera X97C range is equipped with the Fire TV interface, ensuring extremely smooth navigation. Above all, it supports Alexa+, Amazon’s new generative AI personal assistant. “Until now, Alexa was used by customers who already knew what they wanted to watch. From now on, it will become an assistant that helps you find content through conversation, even if you don’t have a precise idea,” explains Yokoyama, marketing manager. On the audio side, the TV features a 360° surround system with upward-firing speakers. Finally, particular attention has been paid to safety: the 65'' and 75'' models are equipped with an ultra-robust anti-tip stand.

 

Panasonic X97C: back to the very big show As the flagship model in this new lineup, the 98" version finally marks Panasonic’s return to extreme screen sizes. Older readers will remember the iconic TH-103PZ800 103" (262 cm) plasma TV launched in 2008. With the X97C TV series, Panasonic seems driven by a new ambition in Japan. May it soon extend to the whole world... First answer at CES in Las Vegas.

 

Reminder of the key features of the Panasonic Viera X97C:

• 4K Ultra HD LCD panel

• SQD Mini LED technology (Single Quarter Disk/Super Quantum Dot)

• Wide-gamut color filter (coverage close to 100% BT.2020)

• High-brightness, wide-viewing-angle sheet

• Hexa Chroma Drive Ultra video processing (3D Lut color management)

• W Area Control Ultra technology (high-precision local dimming)

• Minimum Luminance Control technology

• Smart TV function: Amazon Fire TV

• Voice assistant: Alexa+ (generative AI)

• 360-degree surround sound system with upward-firing speakers (Up-Firing)

• Anti-tip stand (on 65'' and 75'' models)

• Available sizes: 65'', 75'', 85'' and 98''