The first-ever Connected Design Roundtable brought together industry experts to discuss a topic that impacts nearly every home technology project today: the evolving—and often confusing—state of the television market.
Hosted by Connected Design Editor in Chief Rob Stott, the discussion featured Jeff Cole, owner of Architechne; Hank Alexander, director of Oasys Residential Technology Group; and Chris Gilray, CEO of Phoenix Marketing Group. Together, the group explored how rapid innovation in display technology has created new opportunities for integrators while also introducing complexity for consumers and industry professionals alike.
“There’s a lot of confusion around the way TVs are marketed and what’s all involved with it,” Stott said during the discussion. “So, we want to help clear some of that up.”
The conversation began with insights from a recent Connected Design survey on the same topic. The survey of industry professionals revealed that while most integrators feel confident in their knowledge of display technology, consumers remain largely unfamiliar with the differences between today’s television formats and features.
According to Gilray, that disconnect highlights a growing role for integrators as trusted advisors in the buying process. “Televisions have become easier to buy but harder to choose,” he said. “Stop leading with the television and start leading with the viewing environment.”
Rather than focusing on specifications or marketing acronyms, panelists emphasized the importance of understanding how and where the display will be used. Key factors such as ambient light, room type, viewing habits, and screen size ultimately play a greater role in selecting the right display than any individual technical feature.
“Anyone can buy a TV online,” Gilray added. “But very few people know how to properly select the right display for the environment.”
For integrators working directly with homeowners, Cole noted that confusion around display technology can often lead clients to disengage from the decision entirely. “Confusion gets paired up with almost to a point of ‘I don’t care anymore,’” he said. “People that spend a lot of money are busy, they’re making a million decisions a day, and the TV ends up taking a back seat.”
That dynamic reinforces the value of professional guidance. By simplifying the conversation and focusing on real-world performance, integrators can help clients make more informed choices while elevating the role of technology within the overall home design.
Alexander pointed out that emerging technologies like new display formats and larger screen sizes are helping to reignite interest in televisions as a central component of the connected home experience.
“It gives you the opportunity to talk about the technology, the size, and the environment the customer has instead of just grabbing the biggest TV for the cheapest price,” he said.
As television technology continues to evolve, the panel agreed that education—both for integrators and consumers—will remain critical. Manufacturers are investing more heavily in training and product demonstrations, while integrators are increasingly focused on delivering personalized experiences rather than simply selling hardware.
Ultimately, the roundtable highlighted a key takeaway: in a market filled with acronyms, specifications, and competing technologies, the professionals who can simplify the message will be best positioned to guide clients toward the right solutions.
And as Cole humorously reminded the group, the power of messaging shouldn’t be underestimated. “Marketing, if done right,” he said, “is the second most powerful thing on the planet Earth next to gravity.”
