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Hitachi launches the first 'HD Ready' LCD TVs to feature IPS (30/11/2006)

Hitachi is setting new standards in LCD flatscreen performance with the introduction of a new generation of 'HD Ready' LCD iDTVs - the first to feature IPS screen technology. Creating performance more readily suited to large screen use, Hitachi's designed and built In Plane Switching (IPS) delivers wider viewing-angles, truer colour and better responsiveness than ever seen on an LCD before. The new models, which come in 32 and 37 inches, also feature Hitachi's renowned Picture Master engine, which works in harmony with IPS to create the best picture quality possible and a compelling set of viewing features.

Better Images from Bigger Angles

The Picture Master 32LD9700 and 37LD9700 represent Hitachi's commitment to no-compromise design and performance. They use fourth generation IPS technology to overcome the peripheral vision, contrast and responsiveness issues traditionally associated with LCDs.

"IPS allows us to rewrite the book for LCDs, bringing them in line with viewing expectations that have been re-set by Plasma TVs," explains Richard Bass, senior manager, Display Products for Hitachi Digital Media Group. "Our new models now achieve 176 degree visibility - the widest viewing angle available for an LCD. This makes them more suitable for viewing by bigger audiences and, therefore, ideal for much larger screen sizes. In addition, IPS provides better control of the panel's backlight, effectively improving black-level performance and creating better contrast. Able to perform much better in low-light conditions, they are ideal for late-night movie viewing."

The improvements don't stop here - a special overdrive circuit has the effect of improving responsiveness, which reduces blurring, making these new TVs much better for fast action, sports viewing and games applications than traditional LCD models.

These benefits are further enhanced by Hitachi's powerful 'Picture Master' engine which works seamlessly with IPS to identify and analyse component colour parts more accurately than ever before. The result? More than one billion, truer and more realistic colours and truly outstanding large-scale image production.

Fully featured for flexible use

The Picture Master 37LD9700 and 32LD9700 come with all the advanced features expected from Hitachi flagship flatscreen TVs. Integrated digital tuners allow access to free digital channels in areas where these are available and High Definition capability ensures ready access to the new high quality HD channels that are currently rolling out across Europe.

For digital enthusiasts, web surfers, movie lovers and games buffs, a raft of connectivity options - including twin HDMI and a USB - allow connection to a range of multimedia devices from DVD/hard disk recorders and digi-boxes to digital cameras, next generation digital games consoles and even a PC. The LCD TVs can also be used to view favourite digital pictures direct from memory cards via an integrated card reader - creating the perfect screen-show to entertain family and friends.

Richard Bass continues, "These new LCD TVs have been designed to access and optimise the growing base of digital content and viewing options that exists within today's homes. By offering enhanced LCD viewing quality, we can now provide a 'comparable' solution for those who want their TV to act as a hub for home multimedia and entertainment but who can't fit or don't want a large screen Plasma."

Designed for Modern Lifestyles

Featuring a high-gloss 'Japanese' black edge-to-edge screen bezel, the new models incorporate, platinum finish speaker grilles which are ingeniously housed along the bottom of the screen so that the total screen width is available for viewing. Consequently, you get more on-screen image for less space compared to traditionally designed TVs.

As an added bonus, the Picture Master 37LD9700 and 32LD9700 come with a freestanding powered swivel base as standard, so their position can be adjusted quickly and conveniently at the touch of a button. Alternatively they can be wall mounted to maximise floor space.

The new larger screen sizes are perfect for running multi-picture modes. Both models offer a variety of viewing combinations including two, and four, images side-by-side - enabling you to monitor different outputs and programmes, as thumbnails, while still watching a large image of your main programme. A 1200 page text facility is also available as well as a seven day 'what's on and when' on screen programme guide.

Additional 'freeze' and 'strobe' modes add a new dimension to normal TV viewing. Why not freeze-frame images so you can examine them at your leisure while continuing to view the action? Great for freeze framing recipes on cooking shows, instructions on craft programmes and call options on interactive shows. And sports enthusiasts need never miss out with the strobe function, which shows images frame-by-frame - great for analysing a fantastic football shot, a slow-bowl, a winning tennis volley or even your own golf swing!

The two models are part of Hitachi's new Picture Master range which also includes two state of the art Plasma TVs. The 55PD9700 offers a whopping 55-inch plasma screen, perfect for open plan living, large families and really big spaces while the 42PD9700 is the first 42-inch plasma TV to deliver true and unadulterated 1080i - a real 'must have' for those who demand the very best.

www.hitachi.co.uk