With the introduction of Sharp LCD TV's as re-badged Pioneer's are we seeing any real integration of technology between the two companies?

The inexorable rise of LCD TV's as the most popular flat panel technology has focused the efforts of a growing number of manufacturers. We could hardly blame Pioneer for wanting a slice of this lucrative market and for Sharp to want a bigger percentage of European LCD sales.

The fruits of Sharp's 14.28 per cent stake in Pioneer has seen the recent introduction of KURO branded KRL LCD TV's, offered in 32in, 37in and 46in sizes, which represent the first attempt by Pioneer to break into this lucrative market.

The LCD screens from Pioneer certainly introduce a distinctive look, standing apart from the crowd with an 'industrial' look and brushed aluminium finish. We have to remember that the panels are manufactured by Sharp and retain many of the features we associate with the company most associated with the 'Aquos' range of LCD TV's.

Under the covers however, we were pleased to see some real integration of technology with the presence of Pioneer's 'high contrast front filter'. The technology from Pioneer's plasma range of flat panels has been designed to increase contrast ratio and colour saturation. Early indications are that Pioneer's LCD TV's are good, with excellent black levels; do they live up to their 'KURO' billing? well, opinion is divided on that point but the general consensus is that they are not as accomplished as their plasma counterparts.

Elsewhere we can see integration between Sharp and Pioneer on a more rudimentary, albeit supremely stylish level, with Sharp's XS1E LCD TV's. The svelte like, 23mm thick screens feature RGB-LED backlighting and a detachable Pioneer 2.1 soundbar.

Looking into the near future, Pioneer and Sharp may develop next-generation High Definition DVD products by using Sharp's blue-violet laser diode and Pioneer's optical disk technology.

Longer term, Pioneer UK product manager Jim Catcheside has indicated that both company's display expertise could yield huge benefits hinting that new display technologies such as OLED are where some exciting collaborative ventures will materialize. Pioneer has a strong position in OLEDs which would help Sharp leapfrog into the market if the technology becomes more mainstream.

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