• by David Goetzl  @dgoetzl, August 17, 2012

It’s hard not to blame them for trying. Brian Siegel says friends and family often ask whether he can get them a deal on a new TV set. Turned down, they'll ask a more practical question: what should I look for?

Siegel could be excused for answering simply: “The Sony logo.” He’s the vice president of television for Sony Electronics.

In a “The Truth Behind TV” post on a Sony blog several months ago, he offered some interesting tips. One is that “Brighter is not always better,” which can become apparent when getting home after shopping.

“Ever notice that the lights are dimmer near the TV displays?” he wrote. “Truth: Many TV manufacturers boost the brightness for retail floor settings because it attracts your eye, but it comes at a cost to color accuracy and contrast.”

Another Siegel suggestion is more detailed, so perhaps print it out before heading to the store. Siegel says avoid getting wrapped up in “the numbers race.” In the U.S., all LCD sets “come basically in three different refresh rates – 240Hz, 120Hz and 60Hz panels.” And, 240Hz is the “the fastest ‘refresh rate’ possible on an LCD panel.”

“Some manufacturers use higher numbers as a marketing tool to make consumers think that their technology is superior,” Siegel wrote. “I give them credit for creative marketing, but don’t be fooled. These numbers don’t mean anything unless your eyes tell you so. Judge for yourself and ask your TV retailer to show you what the different motion settings look like before you buy.”

He says 240Hz panels offer “better picture performance,” but are more expensive than a 120Hz panel.

So, with Siegel’s advice about shopping for a TV today, MediaPost asked him several questions about TV of tomorrow. Answers follow ...

1) What will be the most transformative TV technology to be introduced over the next five years and why?

There are a few new technology hardware platforms on the near-term horizon -- technologies that will only up the ante on picture quality, delivering mind-blowing entertainment experiences.

You will also see the evolution of how you interact with your TV. Also, don’t be surprised to see some models of TVs ‘devolve’ and lose some ‘smart’ features. With the influx of ‘smart’ devices in the home, is it really necessary to have multiple devices all capable of streaming Netflix?

2) Knowing you have doubts about gesture control, do you believe voice control will replace the remote control in the future entirely? If not, will there be a remote control as we know it today?

It’s a simple question, but a complex solution. Currently, we have so many programming sources, be it from our cable or satellite provider, packaged media, or streaming from a variety of sources. Any ultimate solution will have to incorporate all of a consumer’s devices and ... so many of those devices already have microphones integrated into them.

Additionally, with second, third and even fourth screens in the living room, it will become increasingly important to consumers to be able to control their TV – and other devices – from any device that is most convenient.

Will there be a time when there is not the traditional remote as we think of it today? Probably. But, in the meantime, we’re going to need it for data input as the entertainment experience becomes even more interactive and social.

Ultimately, though, I don’t think it’s all about the remote control. You can engineer a remote that will give you a massage if you want, but what good is it if the movie you’re sitting down to watch is displayed in anything less than exceptional picture quality?

3) How much will tablets change TV viewing habits?

Tablets are changing TV viewing habits now, along with smartphones and other devices. Long-term, tablets are great for mobility and portability. In the living room, integrated with the big screen, I foresee the role of the tablet evolving rapidly. I can easily see the day when technologies like ACR, NFC and voice help to transform the tablet into an extension of the TV viewing experience. 

In fact, I expect that the tablet will transform not only television viewing, but how television shows are produced, programmed, and broadcast. Tablets present a whole new world for advertisers and consumers, alike.

4) Will TV always be a predominantly lean-back experience or will Internet connections and interactivity options tip the scales at least a little in favor of a more involved experience?

I think the answer to your question is … both. We will continue to get more involved and proactively immersed in our entertainment experiences. But, that doesn’t mean it will be all lean-forward. The key will be to enable that interactivity in a relaxed, comfortable manner. Entertainment is not supposed to be work.

5) How important for a hardware manufacturer (like Sony) is it to find ways to use smart TVs as content providers, so manufacturers can generate revenue in the years between a consumer buying a new TV?

A good question. I think it’s most important to focus on core competencies though. For me, it’s making TVs with superior picture quality, something Sony has done in the past, is doing now, and is preparing to do well into the future.

The good thing about is Sony is we’re the only electronics company that is also an entertainment company – movies, television, gaming and music. I’ll concentrate on making and delivering a superior product, with superior connectivity and usability. I’ll leave the production of entertainment and other content to my teammates.