Business Technology

Saturday 16 December 2017

World’s largest TV goes on sale in Europe

Viewers must sit at least 12 feet away

Matt Warman

A 90" TV is on sale in Europe for the first time – but viewers must sit at least 12 feet away.

The 90” Sharp Aquos – the LC90LE757 – is six inches bigger than the previous largest model, an 84” version from LG.

Alberico Lissoni, vice-president of consumer electronics for Sharp, said the set “provides an experience so immersive, you get completely absorbed by whatever you are watching. You can sit as close as 3.5 meters and see colours burst out of the screen, with incredible detail that’s as large as life.”

The high-definition, 3D set will retail for £12,000, is 1.2m tall and 2m long and weighs 64kg. When not in use, it also offers a ‘wallpaper mode’, which Sharp claims “turns the TV into a piece of art or photo frame when in stand-by mode.” The setting displays the image with a low brightness level so the picture appears less like that on a TV screen.

Sharp’s flagship is part of a growing trend for larger TVs that started in America and is spreading to Europe. Nearly one in 12 TVs sold in America was over 60” last year, the US Consumer Electronics Association said.

Struggling Sharp has recently posted big losses, but its strategy is to turn the business around by focusing on the increasing market for very large sets. Its current model, however, does not uses the new ultra high definition standard called 4K, which offers four times the resolution of a current HD set. Instead it uses the existing 1080p resolution, which Sharp claims is because of a lack of 4K content.

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