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Philips Proprietary FlatTV Models With Ambilight Technology Improves Perceived Picture Quality Through Breakthrough Contrasting Capabilities (27/9/2004)

Building upon its award-winning FlatTVª line, Philips Electronics today introduced Ambilightª technology in a new lineup of LCD and plasma FlatTV models. Showcased at the CEDIA Expo, Ambilight technology is an advanced lighting system that provides emotive environment lighting and enhanced picture quality to create a superior viewing experience with less eye strain and adds a new dimension to the home theater experience.

According to consumer testing conducted by Philips, 40 percent of consumers said the lighting provided a more relaxing viewing experience, and 57 percent of consumers said a better picture was created with the Ambient Lighting than without.

"Since the introduction of the FlatTV monitor by Philips in 1998, we have continuously worked to provide consumers with the best FlatTV picture viewing experience via the latest technology and designs that fit their ever-changing lifestyles," said Des Power, Senior Vice President, General Manager Regional Business Management and Marketing, Philips Consumer Electronics, North America. "Our new FlatTV models with Ambilight technology provide consumers with innovative technology including PixelPlusª 2 feature in a stunning, sophisticated design. Consumers will be able to enjoy vivid, sharp pictures that adjust to the setting of their choice, creating a more pleasurable and personalized viewing experience."

Ambilight Technology Improves Viewing Experience

Ambilight technology, an innovative lighting approach integrated into the next generation of Philips' LCD and plasma FlatTV products, provides a more relaxing viewing experience while improving picture quality and contrast.

Ambilight technology was developed in partnership with Philips Research and Lighting divisions. Philips Research provided the technological insight and Lighting added the background requirements for lighting a home environment, as well as consumer insights.

Ambilight technology is the background lighting emanating from the back of the television onto the wall. This innovative technology blends well with any room interior and allows for the adjustment of light intensity and color to either red, green, blue or a combination thereof to fit the consumer's personal preference. The lighting system can be manipulated via the remote control for custom color choice and brightness, or consumers can select on of five preset lighting effects that have been tested and optimized for different video content. When the television is in the off position, the lighting can be used to provide a unique ambience for the room.

Ambilight technology sensors determine how much light is in the room and controls the TV light output accordingly Ð a dark room will trigger less light whereas a bright room will cause more light output. Ambilight technology dramatically reduces glare and reflections on the television screen by screening light sources that strike the front of the set. The light also reduces eyestrain thus providing a more relaxing viewing experience for consumers.

FlatTV models with Ambilight Technology

Philips' new Matchline 32-, 37- and 42-inch diagonal LCD FlatTV line (32PF9996, 32PF9966, 37PF9996, 42PF9966 and 42PF9996) and 50-inch plasma FlatTV models (50PF9986 and 50PF9966) all feature the Ambilight technology. The sets are high definition television monitors that feature the new PixelPlus 2 technology with Digital Natural Motion, Invisible Flat NXT speakers and an innovative flat design. With advanced connectivity via HDMI, consumers will enjoy the best audio and video performance on the sets without compromise.

Philips' PixelPlus 2 technology builds upon the proven PixelPlusª feature to create sharper, more detailed pictures with a greater impression of depth than any other imageenhancing technique. PixelPlus 2 improves the color reproduction and increases the resolution and picture depth up to 30 percent, resulting in the finest color details with a superior brilliance. This technology offers a unique combination of 16 digital image processing improvements, including Luminance Transient Improvement, Dynamic Contrast, Digital Natural Motion and advanced Color Dependent Sharpness and Correction.

PixelPlus 2 works with any input signal including terrestrial, cable and satellite SD broadcast signals, interlaced and progressive DVD, Digital TV signals (DVB/MHP) and HD transmissions. The entire PixelPlus 2 video chain has a 10-bit range and is fully digital, resulting in better picture quality primarily due to fewer A/D and D/A conversion steps.

The Matchline models include Invisible Flat NXT speakers with 'surface-sound' technology in the 32PF9996, 37PF9996, 42PF9996 and 50PF9986. The speakers have a flat membrane to create a better propagation of sound in the room. In addition, the unique design of the speakers diffuses the sound field, improving the directionality and quality of the sound. Consumers will enjoy the wOOxª technology and Virtual Dolby¨ surround sound for the ultimate home theater experience.

The 32-, 37- and 42-inch diagonal LCD FlatTV models will have an MSRP of $4,399, $7,999 and $9,999, respectively, and will be available in the second quarter of 2004. The 50-inch diagonal plasma FlatTV model will also be available in the second quarter of 2004 with an MSRP of $9,999.

Ambilight technology is available in the new Philips' 32-inch diagonal LCD FlatTV (32PF9966) and 42- and 50-inch diagonal plasma FlatTV models (42PF9966, 50PF9966). The HDTV monitors feature PixelPlusª technology and new design with the speakers at the bottom of the set and side controls. The sets will have an MSRP of $3,999, $5,999 and $7,999, respectively, and will be available in the second quarter of 2004.

www.philips.com