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Why Are Philips Premium OLED TVs Not Sold In Oz?

Why does Philips see Australia as a growth market for air fryers and health care products, but not premium OLED TVs despite their TVs being one of the most popular brands in Europe.

For several years now Sydney based Tempo has been selling the mid-range Philips TV range and while being an excellent TV, they are not the top end models, which in the past have included a built in Bowers & Wilkins sound bar

Back in June2019, TP Vision the global distributor of Philips TV’s appointed moved to set up an Australia operation however nothing has happened in the premium category.

Phil Newton the head of Bowers and Wilkins a Sound United Company in Australia believes there is a market for the top end Philips TV’s incorporating a Bowers & Wilkins soundbar.

Newton is a former Vice President at Samsung Australia’s #1 TV Company.

One stumbling block is believed to be small volume Vs the cost of configuring TV’s for the Australian market.

Last night Philips announced that most of its 2021 European Android TV range will incorporate a new technology called Mimi Sound Personalisation technology this is a technology that is built into Loewe TV’s.

Mimi Sound Personalisation lets viewers alter their TV audio to match their individual needs similar to what Samsung is now offering with soundbars and on their 2021 TV’s.

Users take a short hearing test – on an iOS or Android device – to create a ‘Hearing ID’ profile, which is then synced to the TV using a QR code.

Mimi’s software uses a processing algorithm to review over 100 parameters that contribute to how you hear audio, assessing psychoacoustic factors such as the lowest intensity sound you can detect and your ability to process quite ‘masked’ sounds when noise is present.

What happens then is that the volumes of different frequencies are adapted to help compensate for each individual’s hearing capabilities. You can also turn the feature off by using ‘Guest Mode’.

Loss of the capacity to hear higher pitch sounds is a common feature of ageing, especially for those in noisy workplaces, but the way we perceive sounds, from spatial localisation, to which frequencies we feel are more dominant, is unique to each person.

Mimi Sound Personalisation has previously been available via headphones made by Beyerdynamic, Kygo Xellence and Bragi.

Last year Philips included the technology on models in mainland China, but this is the first time they will be offering it to European customers.

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