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Apple Unveils Television Set -- Oops, I Mean, IKEA Unveils UPPLEVA TV

04.17.12 @ 10:16PM Tags : , ,

The fact that 4K is the buzzword at this year’s NAB makes me think about the people I know who are less technically inclined and who, despite having an HDTV, are watching less than HD-quality content on it due to configuration issues. Most people don’t watch HD content even if they have an HDTV. The issue of configuration is one of the issues I believe Apple will try to solve when and if they introduce their own TV (the remote control — or method of input — being another). Turns out there’s another major manufacturer with an eye on the living room entertainment center — furniture maker IKEA.


Okay, so it’s just a built-in 400MHz 1080p RCA TV, which means that IKEA isn’t doing away with cables per se, just hiding them (and integrating a Blu-ray/DVD player with built-in speakers). Still, in this week of 4K this and 2.5K that, I thought it was worth using IKEA’s foray into TV to call attention to the fact that most people will be watching our films on laptops, iPads (though the new one has a really nice screen, albeit one that’s too reflective for my taste), mobile phones, or improperly-configured TVs. Which makes 4K a big selling point for the theatrical experience precisely to separate it from the cheaper, more convenient living room viewing option.

You will find UPPLEVA in Stockholm, Milan, Paris, Gdansk and Berlin in June 2012. During autumn 2012 UPPLEVA is available in all of the stores in Sweden, Italy, France, Poland, Denmark, Spain, Norway and Portugal , and during spring 2013 in even more countries.

No word on whether it’s headed stateside but I would bet “even more countries” in spring 2013 is the target. How happy are you with your current home theater configuration? Would you trade in all of your components for something simplified like the UPPLEVA?

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  • Wire-management people, it’s not a lost science. Take whatever cable ties you already have lying around, route your cables, tape into place with a bit of gaff if you don’t often move them. Buy whatever TV you want.

  • john jeffreys on 04.18.12 @ 12:17AM

    in true ikea fashion, it will ship in a flat box in 20 different pieces and you have to assemble it with nothing but an allen wrench and an instruction guide that is entirely in vague looking diagrams.

  • This thing better be super cheap to buy.

  • Lliam Worthington on 04.18.12 @ 11:12AM

    Interesting statement about 4K cinema selling point experience Koo. I know everyone is raving about REDs new projector, and it seems to be converting 3D haters even at two 2k streams. Have you had a chance to check “Loom” out btw?

    Theres been some muttering about how there will be a desire for 4K content as the platform emerges. And I’ve been contemplating whether to try and go all the way through to master in 4k for my own feature. But it seems like it will be such a small and unlikely target to hit and understandably dominated by the high end, that even if my product could be good enough, I’m just not sure it outweighs the many benefits to a 2K workflow – from reframing – to processing etc…

    Do you plan to stay 4k till delivery with Manchild?

    Best

    Lliam

    • Good question! I’m not even 100% sure we’ll be shooting on RED as that will be part of the discussion I have with my eventual DP… but personally I would not make a 4K deliverable a chief concern for an indie film at this point.

  • For me what we need now is better compression. After all my neighborhood dvd stores closed down, I can’t rent Bluerays anymore, so I’m relying on Netflix and Itunes with their crappy compression watching “HD”content, I can’t believe everyone talking about 4k since we can’t barely have a good image out of the 1080p sources we have.

  • TAKE MY MONEY.. TAKE ALL MY MONEY

  • i think you might like the discussion coming out soon that some of the bloggers had regarding use of 4k in workflow, koo

  • LOL! This isn’t a wire management solution it’s a downgrade and I’m sure it will cost way more than all of the components you already posses.

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