THE LIGHTS, THE hotels, the seemingly endless rows of illuminated slot machines and roulette tables—everything is bigger and brighter in Vegas, but global consumer electronics giant Hisense is set to up the ante even further with the cutting-edge Laser TVs and ULED TV technologies at the Consumer Electronics Show (CES) this year.

What’s more, Hisense has been recognised for its forward-thinking approach to technology, honoured for three Innovation Awards at CES, distinguished for its work in pushing immersive TV to the next level, while also receiving praise for its foray into the automotive space and smart built-in appliances.

But its display tech really stands out. Reaching dizzying new heights of display precision and performance, the Hisense 110UX incorporates more than 40,000 backlight zones on an expansive 110-inch screen, minimising backlight leakage and elevating contrast. Featuring high-powered Mini LED technology, it looks set to draw eyeballs away from the Las Vegas Sphere and wow crowds with unprecedented brightness levels of up to 10,000 nits, significantly enhancing contrast and dynamic range for the viewer.

Booth 18217 of the inimitable Las Vegas Convention Center will showcase the new and innovative technology at work, underscoring Hisense's determination to push the boundaries, responding adeptly to the global demand for superior viewing experiences. There has been a technological leap in the brand’s Laser TV technology over recent years, with three distinct products on display this year that showcase this point. The Hisense Ultra Black Laser TV injects life into the shadows with the most accurate shades to date. A micro-nano light-resistant film structure and special high brightness and wide-viewing angle coated screen offer a 53 per cent improvement of light utilisation efficiency and a 94 per cent ambient light rejection rate, ranking top among its industry competitors. This combination ensures a crystal-clear view in both dark and bright scenes.

Hisense will also showcase the industry’s smallest 4K Laser TV in the Hisense Ultra Slim Laser TV. The ultra-slim screen is only 1.57 cm deep and weighs a light weight of 7.5 kgs. These dimensions allow the TV to merge with any type of wall, blending in seamlessly into various interior styles. Gone are the days of clunky and chunky TV displays. Brighter, clearer, more immersive pictures are now offered across the range, while rampant progress in innovation means Laser technology is available in consoles that are 75 per cent smaller than the first generations.

Yet another Laser TV innovation present on the day is the Light Steering Laser TV, the industry’s first Laser TV that is able to have real-time control of light source intensity distribution and can adjust as needed, achieving a high dynamic range of picture.

David Gold, president of Hisense Americas, made note of the vast innovations the company has developed in Laser TVs, “Our innovations in Laser TV brought with it cinematic color, versatility in short throw and long throw form factors, screen sizes spanning 80 to 300-inches, and even portability with our C1 model. This year we’re offering even more innovative options for more versatile home setups including a rollable screen Laser TV and HDR Laser TV that creates the perfect picture in any lighting situation.”

Meanwhile, first introduced at CES, the world's first 8K Sonic Laser TV provides a perfect combination for visual and audio experience. The product has precise control of 33 million pixels to build 8K image quality while it builds 100,000+ audio units into a 3.4 ㎡ sounding area to offer a more immersive viewing experience.

With the increasing demand for home entertainment, Hisense has also showcased the upcoming Laser TV products for the gaming community at CES. The Auto-Low Latency Mode, high refresh rate, and super-scale screen will provides immersive experiences for game lovers.

Hisense is also bringing its Laser TV expertise to the automotive market, with an Augmented Reality (AR) Head-Up Display (HUD) that pushes in-car display capabilities further into the future. The Hisense AR HUD combines holographic technology with proprietary panoramic TriChroma triple-laser projection, which helps reduce the overall size of the technology at play but ensures exceptional display capabilities for more immersive imaging. In essence, it has the ability to transform the windshield into a clear, detailed information hub, able to overlay virtual images onto the real world outside the vehicle.

In addition to this, the clarity of the display effectively morphs the windshield into an entertainment screen when the vehicle is parked, benefiting those waiting for an electric vehicle to charge and allowing everything from gaming to TV boxset bingeing without the need for an additional physical display. It is this attention to detail and a determination to create reliable, useful technology that can benefit users every day and the reason Hisense has been honoured for several 2024 CES Innovation Awards.

David Gold also emphasises that Hisense goes beyond creating screens: It's about crafting scenarioses. This includes enhancing driving safety, allowing new parents to witness their unborn baby, and aiding students to understand other cultures through interactive learning. Hisense aims to break boundaries, integrating display technology into everyday life to provide experiences that transcend the screen and become part of one's living story.

For more information, visit global.hisense.com.