Death of the KURO: Did the Sheriff Ride Out of Town?
Answering a reader letter for a recent print issue provided an opportunity to look at how the flat panel TV has evolved since the demise of the best flat panel TVs yet devised, the gone but hardly forgotten Pioneer KURO line of plasmas. These sets looked better, and the measurements demonstrated that in many key respects, they were in fact better than the competition. In blacks and contrast, objective and subjective, we’ve not yet seen their equal let alone their better. My question is whether anyone is really trying any more. The KURO in a short time built an incredible reputation and brand equity and identification. To this day, when readers email me about these sets, they say “KURO,” not Pioneer or Pioneer Elite. That mark stuck with people. When the KURO walked the Earth the other manufacturers were forced to catch up. Within a short time LCD flat panel manufacturers had to answer, and they did. LCDs improved dramatically, primarily through the advent of full array local dimming. Blacks and contrast with LCDs suddenly stood where no LCD had stood before. When the KUROs were here it seemed LED backlighting with local dimming and the performance increases it afforded LCDs were the next big thing. But the KURO went away. Edge lighting came about and is far more prevalent than full array local dimming, making TVs almost iPhone thin. But these sets don’t compete with local dimmers in blacks and contrast and have uniformity issues that may bother purists. The full-array local dimmers are now apparently confined to premium models from LG and Sony, with only VIZIO offering more affordable models. Since thin has been in, there’s also been a massive fixation on Internet streaming apps and of course, 3D. Rumors persist that engineering talent from project KURO now resides at Panasonic, and that the next KURO-like performance will emerge from there. Panasonic’s latest plasmas are definitely the closest we’ve seen from plasmas, but they’re not quite at KURO level in blacks and contrast even though Panasonic has a full suite of Internet apps and excellent 3D.
In other words, now that the KURO is gone are manufacturers really trying to hit that level of pure performance or are they now content to be in an arms race with Internet apps and 3D, and ultra-thinness, both of which will be ubiquitous across all brands anyway?