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LED Backlight for LCDTVLED Backlight for LCDTV

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TV Market Evolution

1989

TV Type: CRT

Screen Size < 36

# of TV per household = 1

Picture: SD

2009

TV Type: LCD (mostly)

Screen Size < 55

# of TV per household ~ 2.5

Picture: HD

Dramatic increase in Household Power consumption due to larger display size & TV

count per house

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Such energy demand has led to tough new

Efficiency Standards

CECCEC EUEU

Energy StarEnergy Star

Hard Limit on allHard Limit on allLCDTV > 50LCDTV > 50

Led by Energy Star 5.0

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Aggressive standards need power innovation

This requires dramatic improvement in Power/sqThis requires dramatic improvement in Power/sq--inch with increasing LCDTV sizeinch with increasing LCDTV size

Dimming of LED backlit LCDTV TV can helpDimming of LED backlit LCDTV TV can help

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3 Types ofDimming of LED Backlit LCDTV:

Local Dimming Vs Edge Dimming Vs Segment Edge

CostCost

EnergyEnergy SavingsSavings

Edge DimEdge Dim

Local Dim

Segment Dim

Traditionally Limited byTraditionally Limited byhigh cost of LED & Drivershigh cost of LED & Drivers

****

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Major Factors Driving Local Dimming in LED

TV

More Energy Efficientand Better Picture QualityTops Consumer WishList for next LCD TV purchase

Demand for additional capability such as 3D, Color reproduction etc

- Driven by better and localized LED control & switching speed.

Source: CEA

Base: Random National Sample of 1000 USAdults

89%

80%

73%

73%

66%

60%

51%

41%

More Energy Efficient

Better Picture Quality

Wireless connection( to DVD, PVR etc.)

ThinnerShape

LargerScreen Size

Digital Photo Display Capability

Internet Connectivity

More elegant design

Helped byHelped byLocal DimmingLocal Dimming

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CNET Best HDTV (Top 3Are Local Dimmed)

As of 2 weeksAs of 2 weeksagoago

Local DimmingLocal Dimming

Local DimmingLocal Dimming

Local DimmingLocal Dimming

PlasmaPlasma

1st1st

2nd2nd

3rd3rd

4th4th

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Market success not only due to Picture Quality

Lessons from Plasma- Plasma had the Best Picture Quality & still failed to capture TV market

share. Why ?

High Power Consumption

Average Cost

Poor Form Factor

Low Power Consumption

Best Picture Quality

Thin Form Factor

Low Cost

Local dimming LEDTV needs all 4 to be successful

Market FailureMarket Failure

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Cost of LEDs

Large Number of LEDs

Includes Bin-ing costs

Cost of (too many) discrete Drivers

Thermal Problem due to Wasted power

causes heat that limits the driving of many LED

channels from one chip Results in having too many driver ICs

= 44%

= 20%

The problems with Locally Dimmed LCDTV

Source: Power Electronics TechnologySource: Power Electronics Technology

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iWatts Approach Solves the Thermal problem

ANDreduces cost

iWatts unique patent pending Adaptive Switch technologyreduces wasted power by up to 60%

Minimizes the thermal problem

Enables driving of very high channel counts from Single IC

Single Chip saves BOM Cost

Wider Vf Bin reduces LED cost

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iW7040: 64 Channel Single Chip LED B/L Driver for LCDTV

Breakthrough ArchitectureBreakthrough Architectureenables driving of 64 Channelsenables driving of 64 Channels

Industry leading cost & powerIndustry leading cost & powersavingssavings

Ideal for Local dimming andIdeal for Local dimming andsegment based edge dimmingsegment based edge dimming

Supports External Boost or BuckSupports External Boost or Buck

75 mA LED current75 mA LED current

Efficiency > 90%, OverallEfficiency > 90%, OverallMatching < 2%Matching < 2%

First LED driver of its kind to drive 64 channel & upto 640 LEDs

iW7040iW7040

Available in Pre-Production quantities by June 10

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Value Proposition: Real Benefits of iW7040

Upto 60% reduction in wasted power (compared to similar localdimming LED TV using generic drivers)

Typical Savings of about 2W ~ 4.5W per IC

Helps meet the most aggressive Energy Star 5 standard

Significant BOM cost savings due to higher integration (compared to

similar LED TV using 8/16 Ch drivers) Typical savings of around $8-$10

Less component count, smaller pcb, fewer insertions

75% fewer drivers means fewer component failures

Significantly improving reliability and lowering warranty costs

LED Cost Savings WiderVf bin-ning range saves LED cost

Better picture quality

Better TV system matching & local dimming

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7040 Enables Local Dimming by making it cost

effective while saving energy

CostCost

Energy SavingsEnergy Savings

Edge DimEdge Dim

Local Dim

Segment Dim

With 7040

With 7040

Key Message

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What makes 7040 the perfect LED Backlight

Driver ?

Maximum possible BOM Savings

Save $8-$10

No More limitation on Channel

Count

User Friendly Graphical Interface

Solves Thermal Problem

Save 2-4W per IC

No More limitation on Vf diff

EASYApplication Design

Technology

System

IC

Software

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Summary: Benefits of iWatt Power Management

Solutions

Unique BenefitsUnique Benefits

Core LED BacklightTechnology

Digital PWM Control

Adaptive Switching

Adaptive LDO

iMPower

Core LED BacklightTechnology

Digital PWM Control

Adaptive Switching

Adaptive LDO

iMPower

Platform solutions-- Converging LCD Display

Power Chain family

Compelling Technology-- Maximum control for best

image quality

Lowest Cost/Channel-- Highest integration

Power ManagementExcellence

-- Efficiency, heat &power savings