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<p>The television industry has recently entered a brightness competition similar to the audio sector's <a target="_blank" href="https://www.npr.org/2009/12/31/122114058/the-loudness-wars-why-music-sounds-worse">compression-driven loudness war</a>. This struggle, gaining momentum alongside the emergence of <a target="_blank" href="https://en.wikipedia.org/wiki/High-dynamic-range_television">HDR</a>, is pushing brands to enhance display technology for greater brightness, essential for HDR content.</p>
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<p>As we approach the tenth anniversary of HDR's consumer launch, 2025 looks to amplify the "who can shine brighter" rivalry among manufacturers. Noteworthy developments include the first TVs achieving 5,000 nits brightness from brands like <a target="_blank" href="https://www.tcl.com/us/en/products/home-theater/qm9k-class/65-class-4k-uhd-hdr-qd-mini-led-qled-smart-google-tv-65qm9k">TCL</a> and <a target="_blank" href="https://www.hisense-usa.com/product-page/televisions-100-class-u8-series-miniled-uled-4k-google-tv-100u8qg">Hisense</a>, as well as advancements in OLED technology through <a target="_blank" href="https://www.theverge.com/2025/1/15/24344798/lg-display-oled-tv-panel-fourth-generation-features">Primary RGB Tandem tech from LG</a>. Just recently, TVs had difficulty breaking the 2,000 nits threshold, but now they exceed that by more than double.</p>
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<p>Though 2025 hasn't necessarily hit a "Death Magnetic" moment in this brightness battle, it may signal a significant turning point.</p>
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<p><strong>Breakthroughs in TV Technology</strong></p>
<p>The most significant technological achievement in TVs this year is the introduction of Primary RGB Tandem panels by LG, featured in models like the <a target="_blank" href="https://www.theverge.com/tech/817807/lg-g5-oled-tv-review">LG G5</a>, <a target="_blank" href="https://www.theverge.com/2025/1/10/24339135/panasonic-z95b-oled-tv-hands-on-ces-2025">Panasonic Z95B</a>, and both the <a target="_blank" href="https://www.philips.co.uk/c-p/65OLED950_12/oled-plus-4k-ambilight-tv">Philips OLED950</a> and <a target="_blank" href="https://www.philips.co.uk/c-p/55OLED910_12/oled-plus-4k-ambilight-tv">OLED910</a>, which are unavailable in the US or Australia. This development shifts OLED panel structure from a three-stack format to a four-stack design, significantly enhancing light output and color purity, with LG claiming up to 4,000 nits brightness.</p>
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<p>TCL and Hisense have also made strides with their mini-LED displays, following Sony's lead with its <a target="_blank" href="https://www.theverge.com/2024/4/17/24132829/sony-2024-bravia-9-8-7-3-mini-led-oled-tv">Bravia 9</a> from last year. Improvements in backlight control are reducing issues like blooming, making their LED displays closer to OLEDs in terms of black levels. Both brands enhanced local dimming and minimized optical distance between the backlight and screen.</p>
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<p>2025 was also witness to the emergence of a new consumer TV technology—mini-LED using true RGB backlighting. Companies like Hisense showcased their new RGB mini-LED, while TCL unveiled the Q10M, its own version. Samsung's introduction of <a target="_blank" href="https://www.theverge.com/news/758063/samsung-micro-rgb-tv">micro-RGB</a> technology features even smaller backlights. The potential for this technology is substantial, though the costs can range from $12,000 to $30,000 depending on specifications.</p>
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<p><strong>When is Too Much Brightness a Problem?</strong></p>
<p>With these advancements come considerations about excessive brightness, which can be beneficial in brightly lit environments but overwhelming in darker settings. While brightness is not inherently negative, with mini-LEDs now capable of 5,000 nits for HDR content, a question arises: is it necessary to continue increasing brightness levels?</p>
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<p>Drawing parallels to the loudness war in audio, where over-compression ruined music quality, there's a risk that excessive brightness could similarly detract from the viewing experience. It's essential for TVs to effectively utilize brightness to create compelling images rather than merely overexposing the display. Thus, the focus should shift from how bright a TV can be to how well it can integrate that brightness into an engaging viewing experience.</p>
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