/PRZWT/When the TV industry was caught in the homogeneous competition of "parameter involution", and consumers' awareness of "high-quality audio-visual" was still stuck in the cold digital level, Toshiba TV brought a new breakthrough idea to the industry with a cross-border cooperation that broke the boundaries.
From August 24 to October 9, 2025, Toshiba Television and Beijing Sound Art Museum jointly created the first domestic video and sound art exhibition of "Visible Sound, Audio-Visual Topology". This innovative practice of fusing "technical strength" and "artistic expression" not only allowed the public to immerse themselves in the temperature of sound art, but also redefined the value boundary of TV brands with an "industry-first" cooperation model, creating a new paradigm of cross-border cooperation in the TV industry.
Breaking the pain points of the industry, transforming from "parameter list" to "experience empathy"
In the past development of the TV industry, "hardware competition" has always been the mainstream direction. However, this model of "focusing on parameters and neglecting experience" has gradually led consumers to fall into a "digital fog", knowing "multi-channel" but not feeling the sense of sound field enclosure, understanding "large volume" but not able to distinguish the level of sound details, and there is always a gap between technology and the real experience of users.
Toshiba TV is keenly aware of this pain point in the industry, and this collaboration with the Sound Art Museum is a key attempt to break out of the traditional marketing framework. Instead of simply listing technical terms in the past, Toshiba TV chose to transform hard-core technology into a perceptible and empathetic artistic experience. In the exhibition, the four core video and sound works cover multiple scenes, which just correspond to the full needs of the public's daily movie viewing.
The low-frequency sound below 50Hz in Ji Jun's "Eye Jumper" is pushed to the limit by the Toshiba "Rocket Launcher SOUND" subwoofer, allowing the "indifference" of the building to be transformed into perceptible air vibrations; the flowing water and birdsong in Tang Chao's "Turquoise and Shadow Spring" are completely moved into the exhibition hall with the help of precise auditory chips and sound field control, allowing the audience to find their attention in the hustle and bustle; the virtual human voice and Japanese electronic sound of Huang Anlan's "Genesis", the street echo and childhood dialogue of Yang Di's "Drifting Memorial", and other life-like sounds, through the Toshiba TV Big Cheese 100Z700QF
Dolby certified 5.1.2 channel rocket launcher audio, with Hi-Fi speakers, brings 360 ° layers of surround immersive sound field, coupled with audio and video dual-core architecture on the Mini LED giant screen to accurately restore the thickness of virtual and reality, with users touch the virtual and memory boundary.
Constructing a closed loop of experience, empowering art perception and technology decryption
The core value of this exhibition is to build a complete closed loop of "artistic perception → technical decryption", so that the charm of sound can be changed from "abstract concept" to "figurative experience". In the exhibition, the four video and sound works cover the four core sound scenes, from the surging low frequency of action movies to the natural sound restoration of documentaries, from the virtual sound effects of two-dimensional content to the clarity of the human voice of the series, which just corresponds to the full needs of the public's daily movie viewing.
Behind this experience is the technical strength of Toshiba TV.
As the industry's first sound quality technology platform, Rocket SOUND is based on the industry's exclusive second-generation auditory perception chip BRα, which can realize 8-channel independent drive and accurately distribute audio signals to corresponding speakers, whether it is the openness of sky sound or the thickness of bass, it can be clearly presented; the Japanese professional tuner Eilex algorithm introduced in the chip corrects the sound phase through adaptive filtering technology to make the separation of human voices more accurate; with the 360 ° immersion sound field constructed by Dolby 5.1.2 channel and Hi-Fi speakers, and the optimization of sound texture by Divale joint tuning, Toshiba TV Z700QF allows every sound to be restored
Authenticity lays a solid technical foundation for the artistic experience. After the audience is moved by the sound in the art scene, they can understand the acoustic principles behind it through the technical interpretation, which not only deepens the understanding of sound art, but also has a new understanding of the technical value of TV sound quality, and realizes the two-way empowerment of art and technology.
Leading industry change, "hardware manufacturers" upgrade "cultural communicators"
From the perspective of industry development, Toshiba TV's cooperation is by no means a simple "marketing event", but a repositioning of the TV brand role, from "hardware manufacturer" to "audio-visual experience service provider" and "cultural communicator". Looking back at the acoustic development of Toshiba TV, every innovation of Toshiba TV is closely related to industry trends and user requests, from the launch of the first generation of rocket artillery audio, to the launch of the industry's first professional independent sound quality chip, to the launch of the "rocket artillery SOUND" technology platform.
Today, the cooperation between Toshiba TV and the Sound Art Museum is a deep connection between technological innovation and cultural value, proving that TV is not only a family viewing tool, but also a bridge between art and the public. It also leads new changes in the industry by creating a new paradigm of cultural communication.
At a time when consumer demand is upgrading from "material satisfaction" to "spiritual experience", Toshiba TV's cross-border practice has provided an important inspiration for the industry. The real brand competitiveness lies not only in technological leadership, but also in the deep insight and value extension of user requests. In the future, when more brands jump out of the "parameter volume" and focus on the real experience and spiritual needs of users, the TV industry may usher in a new change from "hardware competition" to "value competition", and Toshiba TV has undoubtedly become the leader of this change.
