Interview with Geoff Morrison
	Digital Guestbook, Other, Interview with Geoff Morrison
	Interview with Geoff Morrison, Editor-in-Chief, Home Entertainment "I think the KURO Loft is compelling. People aren’t really into the gear regardless of who they are – industry and consumers. They might not realize that there is more to it than what is seen on the show floor or what is advertised. Having six TVs on a wall that they can play with is great and says a lot. On a show floor you might not be able to tell that this has a better contrast ratio than something else. Overall, it’s a compelling demo." What do you love about home entertainment? It’s the emotional response. If something is really well-done, well-written and well-made, the idea is to get an emotional response from it. That’s the key. To me, the technology needs to be transparent. It’s about the material – the TV show, the movie, the music or whatever it is you are watching or listening to. The point is not the technology in and of itself. I think a lot of reviewers miss that and concentrate a little too much on actual gear, which is important and fun, but the idea of the gear is to present something. Ideally, you wouldn’t be thinking about the fact that you are watching a television or listening to speakers, you would just be enjoying the movie, TV show or music. What did you think of your experience at the KURO Loft? I think the KURO Loft is compelling. People aren’t really into the gear regardless of who they are – industry and consumers. They might not realize that there is more to it than what is seen on the show floor or what is advertised. Having six TVs on a wall that they can play with is great and says a lot. On a show floor you might not be able to tell that this has a better contrast ratio than something else. Overall, it’s a compelling demo. What do you think of the Ultimate KURO Living Room? I think a lot of people may not necessarily realize that they can go bigger when it comes to what a system might be in a living room….If they have the space to have a big theater, they might not think to have a big system somewhere else. [The Ultimate KURO Living Room] shows them that [a great home theater] doesn’t have to be obstructive…. It shows off a higher end version of what a lot of people are used to. What unique experience does this loft offer creative professionals? If [creative professionals] are not that into the gear – or even if they are – the TV Taste Test is not something you can get in a lot of places, even in a Best Buy show floor where they have 100 TVs set up. The remotes aren’t there and the lighting is not that great. You can’t play specific things on it and most of the time you can’t even play a Blu-ray on those things….So, being able to see six televisions at once is something that I’m sure most people don’t have a chance to see. What level of importance does light, dark, color and detail play in television? From tests that I’ve done with non-reviewer types it seems that contrast ratio is the number one thing [consumers] look for, either consciously or unconsciously. If a TV has a contrast ratio that is significantly better than the other, their eye will be drawn to it naturally….and, of course, to get that contrast ratio you obviously need better black level. As soon as the light goes out, if [consumers] see a grey box and not a black box on the wall, it’s disappointing. What about brightness? Brightness is important but in many ways I think that magazines have done an injustice on talking about how bright things are. Generally any [new] TV is going to be significantly better than a TV [consumers] have had in the past so by saying that LCDs are bright and plasmas aren’t as bright gives the wrong message. I’ve gotten emails where [the author] say “plasma may not be bright enough for me.” That’s obviously never the case. And color accuracy? Color accuracy is an interesting one because I think most people don’t really understand color accuracy or they might not notice until it’s egregiously wrong. I think most people prefer accurate color if they get used to it. But generally speaking, out of the box if you put an accurate TV next to an inaccurate TV, people are going to go for the inaccurate one its because a little more “wow” factor. That being said, being able to choose a more accurate color mode for people who want it is great. [Pioneer] has the pure mode with different color points than the other [competitive televisions]. That is the ideal.

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