India is changing how it consumes content. BenQ’s Rajeev Singh explains how

Turn the clock back a few years ago, most Indian consumers of content would prefer to watch their movies and shows on their smartphones, or laptops. That is one of the reasons why smartphone and laptop displays have grown exponentially well.

Cut to 2024, we now are in a position where now, not only are people investing in good TVs and audio setups, but at times also in proper home theatre. This is where manufacturers like BenQ come in.

For aeons now, BenQ has been making some of the best professional and prosumer-grade monitors and display solutions. From their high refresh rate ZOWIE gaming monitors to their wide array of projectors, some of which are designed for gamers, BenQ really knows the display business.

We sat down for a chat with Rajeev Singh, Managing Director, BenQ India and South Asia, in the backdrop of BenQ’s new industry-first approach in education tech, display, gaming and programming. Here are some edited excerpts from the conversation.

BenQ has a reputation for catering to hardcore professionals and cinema enthusiasts. However, we are seeing the company now go after gamers as well ZOWIE. What led to this pivot?
BenQ’s expansion into the gaming market isn’t so much a pivot as it is a natural evolution of our legacy in the gaming space. Our reputation for catering to professionals and cinema enthusiasts has given us a strong foundation in creating premium visual experiences, which translates well to the demands of gamers.

A prime example of BenQ’s pioneering role in gaming monitors is the launch of the world’s first RTS (Real-Time Strategy) gaming monitor, RL2240H, in 2011.

Through our sub-brand ZOWIE, we’ve been actively involved in eSports, and we’re now pushing boundaries with innovations like our 540 Hz refresh rate monitor, a first in India.

This builds on the success of our first-in-market 360 Hz monitor, demonstrating our dedication to meeting esports professionals’ needs for speed and precision. BenQ has consistently been at the forefront, creating products tailored to the specific needs of different types of gamers. The company’s ongoing focus on gaming is a continuation of our long-standing commitment, rather than a new direction.

Developing fast-paced gaming monitors with good colour performance is tough, We often see gaming monitors that have a refresh rate of 240 Hz struggling with colour accuracy. And yet, BenQ launched a monitor that goes up to 540Hz in some scenarios. What made BenQ go into an uncharted territory such as this?
ZOWIE is a brand dedicated to providing the best possible in-game experience for FPS players. This same dedication fuels our venture into the realm of 540Hz monitors, a clear testament to our commitment to delivering peak gaming performance. Our sole mission is to empower pro players to perform at their absolute best.

We understand that for these players, seeing their targets clearly and playing to win are paramount. That’s why we continuously strive to provide monitors with superior motion clarity, featuring high refresh rates, fast TN panels, and DyAc technology. But we go beyond that.

Recognising the importance of easy target acquisition in competitive gaming, our 540Hz monitors with new Fast TN panels also boast Vivid Color Film which improves colour performance by 35 per cent. This innovation led us to explore uncharted territory, meticulously balancing unprecedented speed with exceptional visual quality

BenQ’s venture into the realm of 540Hz monitors represents our commitment to pushing the boundaries of gaming technology, specifically for the esports market. We recognised that for competitive esports players, speed, precision, and accuracy are the most critical factors. This is why we chose to use fast TN panels in our high-refresh rate monitors for this segment.

From a technical perspective, what were the challenges that the team developing the monitor had to face?
From a technical standpoint, our team encountered significant challenges with the 540Hz monitor. Traditional TN panels, renowned for their speed, often compromise on colour accuracy and viewing angles.
Our engineers had to break new ground to overcome these limitations while maintaining the blazing-fast 540Hz refresh rate. Our vision is to strive for perfection and our objective is to create monitors that genuinely empower gamers to achieve victory while ensuring a smooth and comfortable in-game experience.

Tell us something about BenQ’s work with Google. The organisation has been installing Google EDLA-enabled interactive flat panels in rural education. How has that initiative been?
BenQ has been at the forefront of integrating Google’s Enterprise Device Licensing Agreement (EDLA) technology into our interactive flat panels, particularly for rural education initiatives. This collaboration has been transformative for several reasons.

Our EDLA-enabled panels provide direct access to Google’s education suite, including Google Classroom, Docs, and Sheets, without the need for additional devices. This has significantly enhanced the learning experience in rural schools, where access to multiple devices can be limited.

The initiative has been met with enthusiasm from both educators and students. Teachers appreciate the seamless integration of familiar Google tools, which has reduced the learning curve and allowed them to focus on content delivery. Students benefit from a more interactive and engaging learning environment, with access to a wealth of educational resources through the Google Play Store.

We’ve observed improved collaboration and productivity in classrooms using these panels. The cloud-based nature of Google services has also enabled better continuity of learning, allowing students to access materials and work on projects beyond the classroom.

While challenges remain in ensuring consistent internet connectivity in some rural areas, the overall impact of this initiative has been extremely positive, bridging the digital divide in education.

There are many colour calibration programs that have made a name for themselves, especially among professional colourists and even enthusiast filmmakers and gamers. What was the thought process behind developing and launching your proprietary colour calibration software?
Achieving precise colour accuracy is crucial across various fields, from photography and design to cinema and gaming. That’s why we’ve developed two specialised tools: Palette Master Ultimate for monitors and BenQ QColor for projectors.

These solutions are crafted to maximise the capabilities of our displays, particularly our SW series monitors and flagship home theatre projectors.

Our software provides a seamless calibration experience, tailored to meet the needs of both beginners and professionals. For monitors, Basic Mode offers intuitive calibration, while Advanced Mode allows meticulous control over RGB primaries, white point, luminance, gamma, and black point settings.

For projectors, our focus remains on enhancing colour performance for our flagship models, the W5800 and W4000i, ensuring an authentic cinematic experience through precise calibration with BenQ QColor software.

By developing our own software, we ensure perfect compatibility and continually refine our calibration processes based on user feedback and technological advancements. This dedication results in a cohesive, optimised colour management ecosystem that professionals and cinephiles can rely on for true-to-life colour representation.

Numbers or sales-wise, how has the home theatre market been in India?
The Indian home theatre projector market has seen remarkable growth post-pandemic, driven by increased streaming and 4K content availability. Consumers are opting for high-end 4K projectors to recreate cinematic experiences at home, boosting demand for superior image quality.

This trend not only shapes consumer choices but also expands the market significantly, presenting lucrative growth opportunities for premium projector manufacturers. We have been consistently a market leader in 4K Projector Segment in India and our current market share is at 46 per cent in Q1’24 (As per FutureSource Consulting Report Q1,2024).

When should a customer consider investing in a home theatre setup with a projector and a screen, instead of a big, 80+ inch TV?
I believe customers should consider investing in a home theatre setup with a projector and screen instead of a large TV when they truly want to elevate their viewing experience to the next level.

Projectors offer unparalleled screen size flexibility, easily reaching 120 inches or more, which is far beyond what most TVs can achieve. This creates a truly immersive, cinema-like atmosphere in your home that’s perfect for movie enthusiasts, gamers, and anyone who appreciates being enveloped by their content. The sheer scale of the image can transform your living space.

Moreover, projectors provide excellent value per screen inch compared to large TVs. For the price of a premium 80-inch TV, you could potentially set up a projector system with an even larger screen and have budget left over for a quality audio setup. This makes projectors an attractive option for those seeking to maximise their investment in home entertainment.

Projectors also offer unique advantages in terms of space utilisation and eye comfort. Unlike bulky large-screen TVs, projectors can be discreetly mounted and screens can be retracted when not in use, making them ideal for multi-purpose rooms or smaller living spaces.

Additionally, the reflected light from projector screens tends to be gentler on the eyes during extended viewing sessions compared to the direct light emission of TV displays. In today’s time when screen time has increased exponentially for everyone along with eye problems, this benefit of projectors over TVs counts a lot more.

So, while both projectors and large TVs have their merits, I encourage customers to consider a projector setup when they want to create a truly theatrical experience at home, desire maximum screen size for their budget, or need flexibility in their living space. The immersive viewing experience and versatility offered by modern projectors can transform your home entertainment in ways that even the largest TVs struggle to match.