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Press Release

08/27/2008

LG Introduces Scarlet LG70, a Sophisticated New Face

Seoul, August 27, 2008– When the word sophisticated is applied to a machine, device or method, it means more advanced or up-to-date. Sophisticated technology is usually ahead in development. It uses complex and intricate algorithms to be more user-friendly and to reward consumers with new benefits. It is also specifically designed to be more appealing to the tastes of sophisticated people.

Seoul, August 27, 2008– When the word sophisticated is applied to a machine, device or method, it means more advanced or up-to-date. Sophisticated technology is usually ahead in development. It uses complex and intricate algorithms to be more user-friendly and to reward consumers with new benefits. It is also specifically designed to be more appealing to the tastes of sophisticated people.

 

Being sophisticated is not about being stuck up; it is about having a sense of style and elegance. It is also about being confident in oneself and about being intelligent and comfortable in diverse topics such as culture, fashion and other matters that are considered important for life.

 

LG Electronics (LG), a major player in the global flat panel display market, recently announced the global launch of its most sophisticated Full HD 1080p LCD TV series, the Scarlet LG70, which incorporates all of LG’s state-of-the-art technologies.

 

“The new Scarlet LG70 is truly sophisticated in terms of technology and design to provide viewers with richer entertainment experiences,” said Simon Kang, head of LG Digital Display Company. “LG is going to introduce TVs that have personality and presence to hold audiences spellbound like the Scarlet LG60 launched globally in April. With these products, the hit TV series Scarlet will continue.”

 

Scarlet LG70 a study in sophisticated technology

 

Built around a Full HD 1080p LCD panel, the Scarlet LG70 is as uniquely modern and intelligent as a sophisticated man or woman. With its Intelligent Sensor, the TV is always aware of its surroundings and gives its audience an optimal viewing experience. Using an advanced algorithm with 4,096 steps,it automatically adjusts the TV’s brightness according to available light to adapt for better picture, even using up to 69.5 percent less power according to recent tests by TÜV SÜD, a globally recognized testing, inspection and certification organization in Europe. It gives viewers a soft and natural picture, and allows them to enjoy TV for long periods of time without eye fatigue. This test has been conducted by other authorized organizations, as well, which are KETI in Korea, University of Indonesia and Underwriters Laboratories Inc. in U.S and resulted in almost equivalence with TÜV SÜD’s test.

 

Just as any well-rounded person has a comprehensive knowledge of the world and is able to discuss a broad range of subjects, the AV Mode of the Scarlet LG70 optimizes the picture to Cinema, Sports and Game Modes. This TV gives its audience a better and clearer picture with an effortless push of button, making it possible for them to feel like they are in a real theatre or stadium.

 

In addition, the Scarlet LG70 makes sure everything related to the viewing experience is just right. The Expert Mode certified by the ISF (Imaging Science Foundation) Picture Quality Calibration Institution, makes it possible to finely tune the picture at a professional level. It provides customized picture performance for specific room conditions, boasting up to 25 more fine adjustment points than other sets.

 

The set’s advanced TruMotion 100 Hz (120Hz in North America) technology combined with super ISP panel eliminates motion blur and responds quicker to color changes even during fast-moving action sequences, ensuring its audiences never miss a moment. And 24P Real Cinema technology lets them run high definition movies at 24 frames per second, as they were originally filmed. On cinema mode, the response time is 2.7 milliseconds. And50,000:1 Dynamic Contrast Ratio enables blacks to be darker, whites to be brighter and colors to be more vibrant.

 

For the best sound quality, the Scarlet LG70 included invisible speakers specially tuned by renowned audio expert Mr. Mark Levinson. They give viewers crisp, rich sound quality, without detracting from the TV’s overall look. This unique system further accentuates the beauty of the product, incorporating speaker actuators around the perimeter of the entire bezel, and at the same time, eliminating traditional speaker drivers and associated grilles. This not only allows for a sleek, finished look, but also creates a virtual “wall” of sound.

 

LG’sClear Voice technology alters sound balance to emphasize human voices and reduce the background noise by recognizing human voice frequency (100Hz-12kHz). It amplifies dialogue so viewers never miss a word.

 

With a USB 2.0 connection, it is easy to access to MP3 files and connect a memory card reader to the TV and create an onscreen slideshow from JPEG files or watch digital video files, a feature unique to LG. Four HDMI 1.3 ports allow for fully digital video and audio connections for devices like DVD players, cable boxes and game consoles. This eliminates any interference like color banding and creates a deeper, more vivid image.

 

Scarlet LG70: Sophisticated looks are rare, precious

 

Sophisticated fashion is not trendy; rather, a woman might wear a simple black dress with a colorful scarf or a pretty set of accessories. Similarly, the Scarlet LG70 does not shout to get attention. Instead, it has design elements that ensure it looks perfect in any décor.

 

Red accents on the slim and sharp side line with soft channel and volume buttons adds style, along with a glossy black sheen finish that gives a classy appearance. Together with its breathing LED light and soft touch power button in the front, the mystic crystal line and elegant curve like a tear drop create an image not unlike a sophisticated woman in a timeless black suit wearing a diamond necklace.

 

“In addition to being a technological marvel, the TV draws viewers in with its stylish and classically beautiful looks,” said Simon Kang. “The more time you spend with the TV, the more you will be taken by its allure.”

 

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(LED Backlight for North America)The Scarlet LG90 designed for North America based upon the Scarlet LG70 model is LED backlight TV, having blue accent on the slim and sharp side line. With the LED backlight, the TV takes care to reflect a genuine interest in consumers by featuring low power consumption and improving brightness and contrast characteristics. In general, backlight units using LEDs can operate on less power than conventional ones, which use cold cathode fluorescent lamps. LG’s LED backlight, in particular, has 128 LED cells that have bright and dark elements in one element while others use only 80 cells. This allows the TV to take more refined picture control with a contrast of 1,000,000:1.

 

(Bluetooth for Europe) The Scarlet LG70 which is Bluetooth certified TV also helps viewers keep etiquette. It enables them hear the TV sound with Bluetooth compatible wireless headsets without interrupting others. In addition, it is, of course, compatible with Bluetooth certified mobile phones and digital camera so that consumers can impress friends at house parties by sending photos to TV display.

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