LG and Samsung Join Forces to Develop and Promote North American Mobile Digital TV Standard

• Agreement signed on May 14, 2008
• Companies are jointly developing and proposing technology for a mobile/handheld DTV standard to the Advanced Television Systems Committee (ATSC)
• LG President and CTO Woo Paik: “LG and Samsung are already world-class in digital TV and mobile communications. Through this collaboration, we also have an opportunity to lead the North American mobile DTV market.”
• Samsung President, Digital Media Business JongWoo Park: “Our collaboration on North American mobile DTV standardization will help accelerate the ATSC standardization of mobile TV technology, which will benefit both consumers and broadcasters.”

LG Electronics (LG) and Samsung Electronics (Samsung), which together lead the global digital TV market, announced today that they will propose their jointly developed technology as the North American technology standard for mobile DTV.

Samsung and LG held a signing ceremony at Seoul Plaza Hotel in Seoul, Korea, on May 14, 2008. Executives from the two companies attended the event, including Woo Paik, LG’s President and CTO, and JongWoo Park, President of Samsung Digital Media Business.

At the ceremony, the two companies agreed to cooperate in order to assure rapid adoption by the Advanced Television Systems Committee (ATSC) of a single common in-band mobile DTV standard.

Technology for the jointly proposed system will reflect the findings of the IDOV (Independent Demonstration of Viability) conducted by the Association of Maximum Service Television (MSTV) on behalf of the Open Mobile Video Coalition (OMVC). A report on IDOV will be submitted by the OMVC to the ATSC.

The jointly promoted mobile DTV solution uses the existing terrestrial digital TV broadcast bandwidth, with no impact on existing digital TV and with minimum broadcasting equipment investment.

“LG and Samsung are already world-class in digital TV and mobile communications,” said LG President and Chief Technology Officer Woo Paik. “Through this collaboration, we also have an opportunity to lead the North American mobile DTV market.”

Added JongWoo Park, President of Samsung Digital Media Business: “Our collaboration on North American mobile DTV standardization will help accelerate the ATSC standardization of mobile TV technology, which will benefit both consumers and broadcasters.”

ATSC is expected to adopt the mobile/handheld DTV standard for the North American market in early 2009 following trials of the technology by the Open Mobile Video Coalition (OMVC), a group of leading U.S. broadcasters who are vigorously promoting the development and early deployment of mobile DTV.

According to a study commissioned by the National Association of Broadcasters (NAB), with the adoption of a single ATSC mobile/handheld DTV standard, the U.S. market for mobile DTV phones will reach 130 million units by the end of 2012, with the market for portable media device mobile DTV receivers growing to include an additional 25 million units. (Source: “Study of the Impact of Multiple Systems for Mobile/Handheld Digital Television,” BIA Financial Network, January 14, 2008.)

About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in 114 operations including 82 subsidiaries around the world. With 2007 global sales of USD 44 billion, LG is comprised of four business units – Mobile Communications, Digital Appliance, Digital Display and Digital Media. LG is the world’s leading producer of mobile handsets, flat panel TVs, air conditioners, front-loading washing machines, optical storage products, DVD players and home theater systems. For more information, please visit http://www.lge.com.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2007 consolidated sales of US$103.4 billion. Employing approximately 150,000 people in 134 offices in 62 countries, the company consists of five main business units: Digital Media Business, LCD Business, Semiconductor Business, Telecommunication Business and Digital Appliance Business. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit http://www.samsung.com.