The price remains the determining factor Latinos when buying. With all the above, the market showed growth, reflected mainly in the lower ranges of these solutions.

by Julian Arcila
Users of systems video projection, including the Latino audience, are currently facing a technological maelstrom, since every day the number of references for a market that is constantly becoming more competitive and faces different threats, mainly from niches which they are gaining ground as plasma and LCD screens.

However, the battle could be far from resolved, since the aforementioned screens gain space in small areas, whereas when what is sought is good size plasma of 42 inch has little to deal with a screen 80, which you can get any video projector.

AVI LATINOAMÉRICA spoke with two of the large business firms, Dell and Panasonic, but there was also room for a brand like 3M that is emerging strongly in the market, howsoever important projects being developed south of the United States. The respective officials offered some ideas and features on the market of the region and its technological trends, which also cover threats of low quality products and low price.

even market but with slight tilt

During the last years of political and economic stability, Latin America became an interesting sales market these solutions. However, you can say it is a steady market in the use of available technologies, each with its particular approach; it also appears that the region prefers teams certain range of lumens (brightness).

Besides the above there has been a factor that has been key to the marketing of such solutions and is the largest development in the region as a business site, which has promoted the organization of meetings and business meetings of all kinds, done that it has positively impacted on the sale of video projection solutions.

In the opinion of Maria Jose Fregoso and Adrian Sanchez, representatives of 3M to Mexico and Peru respectively, the Latin market for projectors type 3LCD and DLP is fairly even, but emphasized that the latter are more widespread in the education segment, while the former are preferred in the corporate side. According to the professional she said, "definitely a critical factor in the region is the price, and it could penetrate the market with a projector low price, good service to the end user and a computer with USB reader input. Another important element is security, which is ideal that the projector count on any element to fix the team. "

It is important to note that about 50% of sales of this company in the region (which manufactures both technologies) are aimed at the education segment.

But an important feature of the Latino market is that increasingly leans more towards solutions that offer several features in one package and can be used both in small and medium-sized rooms, as well as in office environments, all with high mobility component . "We see a growing demand for more advanced as for use in auditoriums, universities, cinemas and events specialized equipment," said Fernando Lara, brand manager for Latin America Dell projectors (DLP technology exclusively produced).

Another feature of the market is increasingly growing into teams lowlight preference, this is below the 3000 lumens, being located basically in the range of 2000 / 2500 lumens. "In the field of 4000 lumens up very little sold in the region, although Mexico is the benchmark at this level. We are number one in sales in this country 5000 equipment lumens up, "said Carlos Rendon, Panasonic display manager for Mexico. He added that the range of 2000 80 lumens represents approximately% of sales of this manufacturer in Latin America, with Colombia, Brazil and Peru the most important markets after México.Dentro marketing strategy in Latin America, every day mature mode direct selling, which is the forte of Dell, although Panasonic (produces both technologies, but 3LCD is largely destined for small teams, while DLP is applied in solutions above 4000 lumens) specializes more in marketing through representatives and specialist shops, as in the case of Mexico.

Details high impact

But given the interest that has occurred in the region for such solutions it is important to consider some technical factors to weigh when purchasing a video projector.

Then, speaking of technical details must take into account two aspects that are critical when buying: the life of the bulb and the amount of hours you can spend the computer without requiring maintenance. These two factors become important as the bulb is perhaps the most sensitive element of video projectors and repair is generally expensive; maintenance is also expensive and in some cases may be as or more expensive than the same projector. It is important to note that both DLP systems like 3LCD have been improved to reduce costs for maintenance or repairs.

About the bulbs it is important to note that have a limited life (the average would be between 2000 and 5000 hours of operation) and its failure usually is linked to the conditions of use of the equipment. However in 3LCD equipment change this device could be done more easily by the user.

Fregoso and Sanchez, 3M, said that considering the current trend is towards the acquisition of equipment offering long life as the bulb and low maintenance, the firm has worked on developing some filters that last up to 4 thousand hours without being cleaned. In addition, to address the issue of bulb launched a remote management system "in the education sector there is the problem that projectors are not turned off by users, then as part of the improvement to offer the ideal solution to the market we include our equipment system, with which the network through the operation of the projectors is given, maximizing lamp life and ensuring optimum use of equipment, regardless if DLP or 3LCD ".

Fernando Lara Dell supports the idea that the degradation in the performance of parts of the projectors is highly associated with the conditions of use by the user, so it recommended that "the same user adhere to the manufacturer's recommendations to time on and off, cooling and operating conditions. " About maintenance acknowledged that is a determining factor today, so said his company offers free maintenance equipment for customer avoid increased costs by performing a cleaning procedure.

Panasonic also has its response to the issue and maintenance for a year and a half approximately launched an intelligent filter called auto rolling filter in which the filter always is rolling and so when you drop dust is automatically cleans, leaving a team " like new, "according to Carlos Rendon he said.

And the screens?

This is another crucial when speaking of projectors elements, because there are some recommendations in front of screens to be used; it is possible that the same reader has witnessed occasions when semi white walls as a background projection are used when this is not the best alternative for most of this type of equipment.

In this regard, Fernando Lara explained that it is best to use a white surface, as flat as possible and this varies with the use you want to give to the projection. "It depends on what you want to accomplish and whether there is any effect of geometric type that you want to give to the projection. White surfaces are those that will allow better projection and greater fidelity as the reflection of light and color, "he said.

Rendon coincided with the approach of a specific screen for each application, but summed up by saying that for example for home theater the best option would be a medium format 16: 9; He added that the screens differ from the walls because the material they are constructed given special consideration.

Improvements in recent years

Since the market for video projectors is becoming more competitive, different manufacturers invest significant resources in their R & D, with the aim of offering the market solutions that can meet the widest possible set of needs, with minimal investment and opening the door for future technologies; no less important it is to evolve in terms of image quality offered, one of the strengths of the old technology of cathode ray tube, or CRT, for its acronym in English.

And as in the segment of technological competence can not waste time, 3M has focused on improving four elements that considers fundamental for the segment: installation, sound, control and combination with multiple sources of information. According commented the representatives of the brand, "we offer three different arms for wall mounting, making installation considerably easier and faster, eliminating wiring costs to ceiling (...) We know that the speakers are essential for the education sector where several videos as a method of active teaching are used, which they have been introduced two powerful speakers 20 watts each. Additionally there is the accessory known as 'IO box', which is a tool designed to control the projector from a more accessible point; we also have the addition of various inputs for DVD, computers, sound, among others. This element was developed in order to replace the remote control in most cases tends to be lost. "

Dell, meanwhile, have focused on maximizing the benefits of technology for digital light processing, according to the statement by Lara.De Similarly, in Panasonic have developed a system known as daylight view, which It is built into the equipment for about three years. "This is an electronic system that captures the amount of ambient light and through a circuit changes the contrast, the range, the intensity of the colors; basically self-adjusts to the ambient light captured, "said Rendón.
In conclusion the segment of video projectors is growing rapidly and there is a wide range of solutions on the market that range in price, from comfortable to more advanced solutions with higher prices.

In general the professional buyer solutions video projection should sharpen their knowledge on the subject, not to leave out important aspects such as reliability, durability and market support of each of the brands available in Latin America, nor technical elements as resolution, brightness, contrast ratio, aspect of design and operating temperatures.

What one has to be clear it is that the industry for the next five years significantly increase the brightness requirement of equipment-from just over one year the standard is turning around 2000 lumens-; the most positive thing is that it seems that to the extent that increase the brightness will lower technology costs.

tour tecnológico1

Video projection systems are devices that receive a video signal and project it on a screen using a lens system, allowing viewing still or moving images. They have several image resolutions which include SVGA (800 600 X pixels), XGA (1024 768 X pixels), 720p (1280 720 X pixels) and 1080 (1920 1080 X pixels) projectors .Actualmente four technologies are available:
CRT (Cathode Ray Tube): Based on the model of old televisions; It has better color resolution, but is already out due to its weight and size, plus the cost involved in replacing your bulb.

3LCD: simpler technology based on the use of liquid crystal; in this mode the light is divided into three beams passing through three liquid crystal panels, one for each primary color: red, green and blue. Its main advantage is higher efficiency than DLP systems, but against is that can present some kind of pixelation and on average its bulb provides a lifetime of 2000 hours.

DLP (Digital Light Processing) technology developed by Texas Instruments, of which there are two types, one with a DMD (Digital Micromirror Device) chip and one with three. In this technology each pixel forms a micromirror and with all these a matrix that can leave or pass light to the screen is formed. The light that reaches each micromirror has previously traversed the color wheel, which must be synchronized with the color each pixel should represent. Its advantages are an excellent color reproduction, good lamp life and low weight, but against is that systems with a single chip DMD can generate a rainbow effect when people scroll across the screen with their eyes.

D-ILA (Direct-drive Image Light Amplifier) ​​technology developed by JVC and based on LCoS (Liquid Crystal on Silicon). Its main advantage is the excellent color reproduction but the big disadvantage is the enormous costs that have these devices today.

1. Content in part taken from Wikipedia.

During the exhibition "Infocomm Las Vegas 2008" many asked about the advantages of LED screens and in this article I will refer to that topic. It may be difficult to summarize all the benefits in a nutshell but we can give a simplified version where the main issues stand out.

by Adrian Morel *

{Mosimage} It is important to mention that the LED screens already have more than 10 years of existence in the market and the same are neither better nor worse than the projectors or TVs plasma (or LCD), simply come to fill a need existing on the market that only an LED display is capable of performing.


In the case of outdoor events or events outdoorThe LED display can do things that other products can not. The LED display can work and be easily seen in full sunshine for its high brightness (which projectors or plasmas can not).

The illumination of a screen is measured in NITs and they possess 5000 NITs on average, being more than enough to offset sunlight. It is very likely that in broad daylight the screen is running at 100% capacity brightness, but if the weather is cloudy or that event or concert is night, surely we will lower the brightness, to preserve life of the screen.

LED displays are also resistant to water their IP65 classification (Ingress Protection or "access protection" that resists dust of any kind and low water pressure in either direction). This means that the screens can work outdoors without interruption by unfavorable climatic reasons.

Users screens

To talk about events or mega-events have interviewed two professionals from Argentina with extensive experience in both local and international shows, Raul Brasesco ( and Sebastian Fiszbin (, where both events feature the likes of Rod Stewart, the Rolling Stones, Chayanne, Enrique Iglesias, High School Musical Disney, among others.

Raul began with LED screens in the year 2004 and has specialized in the subject since. His first television show was VideoMatch with the driver Marcelo Tinelli (now the program is still in the air with the name of ShowMatch); then they were followed by shows like "The Great Game", "Latin American Idol", etc. Raul told us that when the television camera is too close to the players, you must place a special optical LED display. Said dispersed optical granulation of the LEDs making them homogeneous and visual optical effect appears that improves resolution. That is, with said optical can be transformed 20 mm screen to one of 6 mm. Raul also highlighted the ease of assembly of the LED screens which can be installed in less than 45 minutes, referring to a theatrical show in Buenos Aires where the screen used was 30 square meters.

Sebastián highlighted the "reliability" of the screen, then move them from the warehouse to the place of event, install, light and go. It does not require much control or monitoring equipment before each show. The idea is that the screens are serving the professional AV and not vice versa.


The need for an LED display in a show that gathers crowds is indisputable. The shows certain artistic level or international level screens used mostly LEDs, for the same and have become an essential part of the show of the artist. It is notable that the LED screens have overcome many products that once were considered necessary as machines with special effects, lighting, etc. Today, when an LED display is lit, the rest of the products go to the background.

* Adrian Morel is CEO of Lighthouse Technologies for Latin America and can be contacted at his office in California (

To inform, entertain and advertise, systems or digital signage digital signage become important around the world. Although the use of this technology has always been associated with markets like the US and Europe, China is now the first place.

by Julian Arcila



article thumbnailColombia and Mexico are two of the countries in Latin America that have made the most progress in the digitization of state archives. It is estimated that they do not pass ...
article thumbnailThe focus on the user becomes the most important success factor in a video strategy for any window in general, under the ...
article thumbnailInterview held within the framework of the Smart Cities Inclusive conference with the international guest Juan Pavón Mestras. By: Mg. Luis...
article thumbnailWhen OTT platforms are used to reach the public, the missing element in the equation is video production. Here they come into play ...
article thumbnailWith the consumption of accelerated video and the greater number of platforms and devices to consume this video, the competition to win the ...
article thumbnailFor the Russian Football World Cup, Fifa officially authorized the use of the video arbitration system, known as VAR. The stadiums in America ...
article thumbnailWith this trend, technology and communications are being decisive to leverage the speed of changes in an industry that ...
article thumbnailIn the second part of this interview with Sol Beatriz Calle D'Aleman, topics such as the challenges in the protection of copyright in ...
article thumbnailThe technological development that the audiovisual industry has experienced in recent years, such as the massification of the OTT and VoD platforms, has ...
article thumbnailDuring the last three years, the National Television Authority, ANTV, and its Board, began a process of strengthening the sector that includes the ...