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HP, DreamWorks Preview Breakthrough Color Display Technology

HP (NYSE:HPQ) and DreamWorks Animation SKG, Inc. (NYSE:DWA) previewed a display technology that helps solve a longstanding obstacle for digital content creators: affordable and consistent color accuracy between devices.

The result of an unprecedented collaboration between the two companies, the HP DreamColor Technology computer display provides accurate, predictable color and a simple color management process to assure vision-to-production color consistency in a widescreen liquid crystal display (LCD).

The display generates the industry’s first combination of true 30-bit color – enabling a range of 1 billion colors – in an LED-backlit LCD at a fraction of the cost of most high-end, studio-quality LCD displays.

“For decades, storytellers have struggled to manage color in an accurate and consistent manner,” said Jeffrey Katzenberg, chief executive officer and director, DreamWorks Animation. “Quite simply, when we make a movie about a big, green ogre, our concern is that our ogre is the same color of green throughout the film. HP has truly changed the game with its new display, giving DreamWorks Animation full visual fidelity across the board for the first time.”

One hour ago, Katzenberg joined the National Association of Broadcasters show via video feed when Todd Bradley, executive vice president of the Personal Systems Group at HP, and Roger Enrico, chairman of DreamWorks Animation, took the stage in a keynote address to describe how creativity drives technology advances, such as HP DreamColor Technology.

“In the digital world, the media and entertainment industry oftentimes sets the pace for technology innovation,” said Bradley. “The HP DreamColor display is a disruptive technology inspired by users, like DreamWorks Animation, that challenge HP to deliver exciting innovations that truly impact our customers’ businesses.”

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Designed for the broadcast, film/video post-production, animation and graphic arts fields, the HP DreamColor Technology display offers richer color and darker blacks than previously available through LCD display technology. The display will include factory presets for all color ranges specified by the NTSC, SMPTE, sRGB, Rec. 709, Adobe RGB and DCI standards.

“HP has delivered a breakthrough technology that will show immediate results,” said Crawford Del Prete, executive vice president, Global Research, IDC. “The HP DreamColor display is an important innovation that represents a significant collaboration between HP and a core partner. This technology will have broad appeal, allowing customers to deliver results never before possible without very high-end systems.”

Today’s demonstration marks the first public preview of a display technology developed under the HP DreamColor Technology initiative, a two-year collaboration between HP and DreamWorks Animation. The HP DreamColor Technology family is a series of displays, printers and technologies that work together to provide accurate, predictable color that makes it easy to manage the proper configuration of color across devices and achieve standout results, every time.

About HP
HP focuses on simplifying technology experiences for all of its customers – from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $107.7 billion for the four fiscal quarters ended Jan. 31, 2008. More information about HP is available at http://www.hp.com.

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