AMBISCAPE EXPANDS THE TV EXPERIENCE

At the IFA trade fair in Berlin, Pär Josefsson of TP Vision highlights the new 100-inch version of The One, the further development of Ambilight, the company’s collaboration with Ubisoft and new OLED models.

– Our new The One comes in 100 inches. That is definitely the biggest news on that front. Then come the new OLEDs with our flagship models, where we have many good solutions. We have the OLED+951 with Dual Engine, which enables us to get more out of the picture than has previously been possible, Josefsson tells trade magazine Elektronikkbransjen.

The One series comes in screen sizes from 43 to 100 inches, while the 85- and 100-inch models are planned to be available from October, depending on the market.

Better picture

In addition, Philips is introducing Dolby Vision 2 Max on its OLED TVs, making it the first among OLED brands to offer this technology.

– It is unique, and it provides better picture quality on our OLEDs, says Josefsson.

He believes the technology offers benefits with both Dolby Vision 2 and standard Dolby Vision content.

– We had a solution with Dolby Vision 2 material, but it turns out that standard Dolby Vision material can also be enhanced for better picture quality with this technology, says Josefsson.

– You can now see details in a completely different way, he says.

Ambilight at the heart

Ambilight remains the most important differentiator for Philips TVs, according to TP Vision.

– First and foremost, of course, is Ambilight. We are also known for high quality, good picture quality and a very European approach to picture quality, in terms of colours and the like. We think European, quite simply. In addition, we have a highly detailed picture, where our picture guru Danny Tack works extensively on detail and sharpening, says Josefsson.

– How many of your customers use the Ambilight feature?

– The latest figures show that 98 per cent always have it switched on. Many consumers come home and do not fully understand what they have bought until they discover Ambilight. It then becomes a completely different viewing experience, larger and more comfortable, says Josefsson.

Although the patents will eventually expire, he does not fear increased competition immediately.

– I think that new players trying to introduce something similar will only create a poor copy. We have developed this technology for 24 years and have put an enormous number of working hours into how to balance light and picture correctly, so that it does not become a negative experience. That is the knowledge we possess, says Josefsson.

Extends the lighting experience

One of TP Vision's biggest new developments this year is AmbiScape, which allows users to connect up to four Matter-compatible smart lights to the TV. The feature is available on all six premium series that TP Vision is showcasing at IFA, as well as on all Philips Ambilight TVs introduced in 2026.

– The lights pick up colours from the right place in the picture, and the experience is extended into the room. You really feel that you are in the middle of the events you are watching on TV, says Josefsson.

He believes the feature could also become a sales tool in stores.

– If you are standing in a shop looking at a TV and suddenly notice that the lights around you are illuminating in sync with what is happening on the screen, that is a strong sales argument. We will roll this out in stores, so it will be highly visible, says Josefsson.

Younger target group

TP Vision wants to strengthen its position among customers interested in gaming.

– Relatively few people in the older population buy Philips TVs today. We are therefore now collaborating with Ubisoft around the launch of the new Assassin's Creed Black Flag Resynces, and we are starting to market ourselves to the gaming audience, says Josefsson.

Several of the new models support refresh rates of up to 165 Hz, VRR and four HDMI 2.1 inputs. These include the OLED+951, OLED+911, OLED811 and MLED981.

– Gaming together with Ambilight can only be described as a fantastic experience, he says.

Among the top models, Josefsson also highlights the OLED+951.

– We are very proud that it has received an EISA award for best premium OLED TV, says Josefsson.