1. Lessons from the Technical Analysis of Televisions
Super-efficient Equipment and Appliance Deployment (SEAD) Initiative:
Lessons from the Technical Analysis of Televisions
Won Young Park, Nihar Shah, Amol Phadke
International Energy Studies Group
Lawrence Berkeley National Laboratory
June 2012

2. Technology Transition
LCD TVs are expected to account for more than 85% of the global TV market through (CCFL-LCD TV : ~29%, LED-LCD TVs : ~60% in 2012)
Source: Quarterly Advanced Global TV Shipment and Forecast Report, Third Quarter 2011, DisplaySearch
Note: Global shipments of rear projection TVs were 0.17 million units in 2010 and are expected to decrease. Organic Light Emitting Diode (OLED) TVs are expected to reach 2.7 million units in 2015.

3. Technology Transition
The large scale transition from CCFL to LED backlights is likely to bring substantial improvement in efficiency.
Total TV screen area
2010: 79 Mm2
2015: 104 Mm2
Total LED backlit LCD TV screen area
2010: 15 Mm2
2015: 92 Mm2
* Mm2 (million square meters)
Source: Quarterly Advanced Global TV Shipment and Forecast Report, Third Quarter 2011, DisplaySearch

4. Efficiency Improvement Options in LCD TVs

5. Low Cost of Conserved Electricity
Although rapid TV technology transitions are likely to reduce the consumption of a TV unit, it can be further reduced by 20% to 40% cost effectively.
1. CCE and Savings for Reflective Polarizer (Dual Brightness Enhancement Film)
Screen Size
Backlight
Δ Pon-mode
per unit (W)
Δ CDBEF
per unit ($)
CCE(m)
($/kWh)
Δ CDBEF-consumer
 CCE(c)
32"
CCFL
12.3
6.0
0.041
9.0
0.062
LED
8.2
5.5
0.058
7.0
0.072
42"
17.9
9.9
0.047
11.0
0.052
12.6
7.4
0.050
10.0
0.067
Note: Based on a comment from DisplaySearch, it is estimated about 80% of LCD TVs 40 inches or larger, i.e., about 26% of all LCD TVs in terms of shipment, are using reflective polarizers in 2011.
2. CCE and Savings for Backlight Dimming
Screen Size
Backlight
Δ Pon-mode
per unit (W)
Δ CDimming
CCE(m)
($/kWh)
Δ CDim-consumer
CCE(c)
32"
CCFL
12.3
6.1
0.042
10.0
0.069
LED
8.2
6.7
9.0
0.093
42"
17.9
6.3
0.030
7.0
0.033
12.6
7.2
0.048
0.067
Note: Manufacturers employ either a complete dimming or no dimming option for low-end products, and advanced dimming methods are mostly limited to high-end products.
Assumptions: efficiency improvement=20%, discount rate=5%, economic lifetime=8years, daily usage=5hours
CCE(m): CCE for manufacturer, CCE(c): CCE for consumer

6. Cost-Effective Efficiency Options
The CCEs for the two technical options are less than average residential electricity prices of many countries.
Source for energy prices: IEA 2011, US EIA 2010, McNeil 2008, Rosen and Houser 2007.

7. Insights for EE Programs
Standards/entry-level of labeling programs – a level that remains technology neutral and thereby leads to additional savings.
Advanced levels of labeling and incentive programs – a level that efficient units, i.e., LED-LCDs, can meet by employing cost-effective options.

8. Global LCD TV Savings Potential
If in every year the efficient designs reach an average of 40-90% of the market varying by technology type, size, and improvement option, the electricity savings potential would be about 18 to 24 TWh per year in 2015.
Possible savings by labeling and incentive programs
LCD TVs with additional options such as auto-brightness control and occupancy sensors
Possible savings by standards
LED-LCD TVs with the selected cost-effective options (reflective polarizer + backlight dimming)
CCFL-LCD TVs with the selected cost-effective options (reflective polarizer + backlight dimming)

9. Conclusions
There is estimated to be a significant decrease in energy consumption for newly sold TVs globally, because of the large-scale transition toward LED-LCD TVs and rapid efficiency improvement in TV technologies.
Expected market penetration rates of LED backlights in 2012 LCD TV shipments
>80% (Japan, Western Europe), 65-75% (China, Eastern Europe), 45-60% (Other)
TV consumption can be cost effectively reduced further beyond the BAU improvements with a saving potential of TWh per year in 2015.
Market transformation programs such as standards, labeling, and financial incentives need to take into account these rapid developments and determine more stringent efficient targets than are currently in place, as well as re-evaluate these levels often, as technology evolves.

10. SEAD TV Analysis (full report)
TV Energy Consumption Trends and Energy-Efficiency Improvement, July 2011, LBNL
Efficiency Improvement Opportunities in TVs: Implications for Market Transformation Programs (shorter/updated version - under review)
We wish to thank the reviewers of the original report, TV Energy Consumption Trends and Energy-Efficiency Improvement Options (LBNL5024-E).
Please contact us for the updated report.
Won Young Park
Nihar Shah
Amol Phadke