The current TV market as being in a transitional phase. The industry's collective goal of maximizing immersion has effectively reached a saturation point within the home environment, driven by rapid advancements in display panels and hardware. Consequently, I concluded that relying solely on performance-driven immersion is no longer sufficient to ensure competitiveness in the TV market.

However, we believed that the intrinsic value of 'immersion' remains as vital as ever. Therefore, I aimed to transcend the limits of 'performance immersion' and deliver a deeper level of engagement focused on the viewing experience itself. My approach was to address this challenge by integrating robotics technology.