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Industry-Leading LG Electronics Technologies Dramatically Enhance Home Theater Experience – Double-Life Technology for 60,000-Hour Plasma Lifespan; XD Engine for Enhanced Brightness, Contrast and Clarity

INDIANAPOLIS, Sept. 8, 2004 — Building on its global leadership position in flat-panel display technologies, LG Electronics today announced a series of innovations designed to extend the life and enhance the performance of plasma display panels (PDPs) and liquid crystal displays (LCDs).

Particularly noteworthy is LG’s new “DoubleLife” technology that extends plasma panel life to 60,000 hours. That’s more than 40 years of normal viewing, 4.5 hours a day, 365 days a year*.

Combined with unique technologies that reduce image-sticking “burn-in” inherent in PDPs, and LG’s “XD Engine” for enhanced performance, DoubleLife panels assure some of the industry’s most compelling PDP products, according to Robert A. Perry, vice president, consumer electronics sales, LG Electronics U.S.A., Inc.

Highlighting LG’s commitment to the custom installation market and to home entertainment enthusiasts at CEDIA Expo 2004 (Booth #310), Perry explained new LG technologies aimed at improving brightness, clarity, color and viewing angles for digital displays while assuring long life.

“XD Engine, plasma life enablers and Super In Plane Switching are industry-leading technologies that affirm our dedication to the home theater and custom installation markets,” he said. “These technologies are a direct result of our investments in R&D and demonstrate our commitment to developing new, cutting-edge technologies that enhance the consumer experience.”

XD Engine
LG’s proprietary XD Engine technology takes low-resolution analog signals to near high-definition levels, providing better overall picture quality and an enhanced viewing experience. Only available under the LG brand, this new technology encompasses six distinct processes that help to improve brightness, enhance detail, apply more accurate color and reduce noise, among other benefits. XD Engine technology can be found in LG’s new PY10 plasma series, and its LCD and Digital Light Processing (DLPTM) televisions.

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Plasma Life Enablers
LG has addressed an issue long associated with PDP technology by developing four unique solutions that significantly reduce the “screen burn-in” that can occur when a static image (such as a network icon) is displayed for an extended period of time. Two of the technologies are preventive in nature: one works by slightly moving the image every ten minutes, and the other creates intermittent variations in brightness. Because these methods are so subtle that they go unnoticed by viewers, they can be employed while the display is being used.

Two other LG-developed techniques for eliminating burn-in are inversion and whitewash, which can be employed when the unit is not being used for viewing. The “inversion” option neutralizes the burned-in image by mapping a reverse image to the affected area, thereby restoring the original configuration, while the “whitewash” option flushes the entire screen with a white screen for a period of time, theoretically “washing away” any evidence of burn-in.

Super In Plane Switching (Super IPS)
All of LG’s new large-screen flat-panel LCDs feature “Super In Plane Switching” (Super IPS) technology, which delivers unprecedented horizontal and vertical viewing angles of 176 degrees and ensures clearer pictures for off-center seating positions than previously possible. Super IPS uses a switching mode that treats light passing through the display at an angle virtually the same as the light passing straight through the display. As a result, brightness, contrast, and color are rendered much more evenly, regardless of where viewers sit. LCD displays employing Super IPS provide the widest viewing angle, the best overall color performance, and response times among the fastest in the industry.

Visitors to Booth #310 will experience a full array of products for home theaters and the custom installation market, including PDPs, LCDs and other home theater devices.

About LG Electronics U.S.A., Inc.
Based in Englewood Cliffs, N.J., LG Electronics U.S.A., Inc., (LGEUS) is the North American subsidiary of LG Electronics, Inc., a $30-billion global leader in consumer electronics, information technology and communications products, headquartered in Seoul, South Korea. LGEUS comprises four core business areas: consumer electronics, home appliances, information technology products and mobile phones. In providing cutting-edge, performance-driven products for the largest digital market in the world, LGEUS’s goal is to enable the intelligent networking of digital products that will make consumers’ lives better and deliver on the promise of its “LG: Life’s Good” marketing theme. For more information, please visit

LG Electronics: John I. Taylor (847) 941-8181,

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Ogilvy Public Relations: Kelly Gordon (312) 397-6044,

* According to Nielsen Media Research’s February 2004 survey, the average American watches 4.45 hours of television a day.

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