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

Technology Transition LCD TVs are expected to account for more than 85% of the global TV market through 2012. (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.

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

Efficiency Improvement Options in LCD TVs

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

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.

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.

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)

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 18-24 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.

SEAD TV Analysis (full report) TV Energy Consumption Trends and Energy-Efficiency Improvement, July 2011, LBNL http://www.superefficient.org/~/media/Files/SEAD%20Televisions%20Technical%20Analysis.pdf 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 wypark@lbl.gov Nihar Shah nkshah@lbl.gov Amol Phadke aaphadke@lbl.gov