Philips Announces 21:9 LCD Television

January 15, 2009 By Geoff Duncan

Philips forthcoming 56-inch Cinema 21:9 LCD TV will feature the same 21:9 aspect ratio used in movie theaters...and Philips' Ambilight background lighting.

Although one would think last week’s CES show would have been a great time to announce this product, Philips is starting to take the wraps off its new Cinema 21:9 LCD television, which is designed to let viewers experience movies on screen just as they would in theaters: with a super wide-screen 21:9 aspect ratio. Philips hasn’t released specs on the set—those should be coming at the end of February—but the unit will measure 56 inches diagonally and feature Philips’ Ambilight background lighting technology for a more immersive experience.

“With our unique Cinema 21:9 we have developed a television which takes you as close to the experience that you enjoy at the cinema as you can get without buying a ticket,” said Philips consumer lifestyle senior VP of of television marketing Des Power, in a statement. “We believe that to really become absorbed in watching a film at home consumers are looking for a real cinematic viewing experience, so we have launched the world’s first cinema-proportioned TV screen perfectly complemented by our immersive Ambilight technology.”

The idea behind the super-wide aspect ratio is the same as movie theaters: fill not only the center of a viewer’s vision, but also encompass the peripheral vision so viewers. The problem, of course, is that the vast majority of content that’s available in windscreen is formatted for a 16:9 aspect ratio, which won’t be able to take advantage of the complete screen area on a 21:9 display. Nonetheless, videophiles may find reasons to buy a 21:9 set, and if the format catches on, maybe more commercial content will become available.

Philips says the Cinema 21:9 will be available in “spring 2009;” no pricing information has been announced.

Showing 10 comments

22 lcd tv at 9:34pm 14th January 2010 Awesome!...
Marc Villanueva at 11:20am 21st January 2009 This is the "correct" aproach .It should have been done from the begining when the aspect ratio of 16x9 was selected for the new era of Digital and HDTV .Film was the source for the "old 4x3" at that time.And film composition is the right way for now also.Black bars was the only way to watch movies in its entirety--to see all of the films image--,not "filling a TV screen.Like the new Front Wide Projection,the "Scope way" in the new Screens for 2.35.1 constant height,just as you watch a film in cinema theaters.It's a shame that the 16x9 was selected as the new aspect ratio.Surelly it was a desicion not of the movie makers,directors and cinephotograpers,the likes of David Lean,Freddie Young,Martin Scorcese,Douglas Slocombe,George Lucas etc.Now all of the 16x9 tv sets are "obsolete" in a sense.
Frankie at 5:35pm 18th January 2009 How can it playback with the blu-ray 16:9 format? Any adjustment? Pls advise...
Dave Cooper at 4:04pm 17th January 2009 These is really the way for TV's to go.

I'd love to see movies on these shaped screen.

Philips bring it to market - I'm saving up!

Cheers, Dave C.(daveac on many forums)
Jimbo at 9:52am 17th January 2009 This is what should have been done years ago, instead of 16:9. Whose great idea was that, and why?! Now I can watch movies on a full screen without the black bars, and I don't have to buy a screen and projector. Amen!
Nat Low at 2:28pm 16th January 2009 Sooo what a great idea! Instead of having black bars on the top and bottom only some of the time, now you will have black bars on the sides almost all of the time! Wow I am so glad that some really smart person thought of the 22:9 format. What will they think of next? :)
Dan at 2:28pm 16th January 2009 The only thing more stupid than black bars on the top and bottom some of the time, is black bars on both sides most of the time. I have been in the business for many years and the 22:9 format is the worst idea since the pacer.
Jonathan Takiff at 11:09am 16th January 2009 This ultra-cool set was not announced at CES because it's likely a "European only" model. Des Powers speaks for Royal Philips, which is no longer bringing sets directly to the U.S.
Philips-branded TVs sold in the U.S. are now being made by Funai under a liscensing arrangement. Funai has hired a bunch of North American based folks formerly employed by (Royal) Philips and is utilizing set design elements from Royal Philips but it is not, at present, making any Ambilight-equipped models.
Bill Hayes at 10:58am 16th January 2009 Great, so now viewers watching 16x9 HD content will have black bars on the sides of the screen to replace the black bars on the top and bottom of their old 4x3 sets when watching letterboxed content. Or perhaps this display comes with curtains like they use in movie theaters to hide the portions of the screen that aren't being illuminated.
Bradley at 9:52am 16th January 2009 I'm getting this TV and setting up the most awesome, craziest home network...gonna look alot like the dude's - http://www.snipurl.com/97dd6