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Samsung and Discovery Communications Join Forces to Promote HDTV

Library of Dazzling HD Programs to Be Demonstrated on over 30,000 World-Class Televisions in Shops and Showrooms in More Than 40 Countries around the World

SEOUL, Korea, Sept. 1, 2005 – Samsung Electronics, a leader in digital televisions, and Discovery Communications, the leading global real-world media and entertainment company, today announced the first-ever worldwide partnership between a hardware manufacturer and a global content company to accelerate the adoption of high-definition television technology and content. The announcement was made the day before the opening of the IFA trade show, the world’s largest consumer electronics trade fair, held at Messe Berlin.

World-class content on the world’s most advanced HDTVs
Discovery Communications and Samsung will demonstrate to viewers around the world how HD technology enhances the viewing experience. As the first step in what the companies plan to be a long-term collaborative relationship, Samsung will display Discovery content shot in true high-definition on over 30,000 Samsung HDTVs in over 40 countries worldwide, including the United States. Venues will include exhibitions, public spaces and retail locations, resulting in a global network of demonstrations that will reach millions of potential HD television viewers. Samsung will demonstrate the HD experience on a wide variety of visual display screen sizes and technology platforms, including LCD, Plasma, Rear Projection DLP™ and SlimFit™ HDTV CRT’s. Discovery Communications will contribute selections from its high quality HD programming across the company’s worldwide networks.

“Only Samsung offers consumers a choice among all the leading HDTV technologies,” said Gee-Sung Choi, President and CEO of the Digital Media Business of Samsung Electronics. “Our leadership in high-definition display technology makes a perfect match for Discovery’s breathtaking range of HD programming. As a result, this new partnership will help people everywhere discover the astounding potential of HDTV.”

“We are thrilled to partner with Samsung to demonstrate to the world how compelling the HD viewing experience truly is,” said Donald A. Baer, Senior Executive Vice President, Strategy and Development, Discovery Communications. “As a leading provider of HD content, Discovery Communications has helped build the HD category by working with cable operators and direct-to-home providers to market HD services as a compelling consumer product. Through this collaboration, Discovery and Samsung are taking a leadership role in building the foundation of the HDTV category in markets across the globe.”

The new partnership will use selected assets from Discovery Communications’ extensive library of HD content developed for airing on Discovery HD Theater™, the first 24/7 HD channel to launch in the U.S. Last year, Discovery Communications entered the international HD arena with the announcement of Discovery HD™ for markets outside the U.S.

Samsung’s proprietary technology, DNIe™ – Digital Natural Image engine – is the secret to stunning HDTV picture quality. DNIe™ optimizes six different elements of image quality such as color balance, sharpness, and motion to reproduce the most life-like and vibrant picture throughout Samsung’s broad portfolio. This product range is home to the world’s largest HDTVs, including a 102″ PDP TV, an 82″ LCD TV, and a 71″ DLP™ TV, further punctuating Samsung’s technology leadership.

The first demonstration of the partnership will begin at Samsung’s exhibition booth at IFA, which runs September 2-7. Discovery’s HD programming will be seen on the world’s largest television, a 102-inch plasma display panel TV as well as on Samsung’s 40-inch LCD TV, recently named as the best LCD TV in Europe by the European Imaging and Sound Association.

High-definition poised to grow in Europe
In Europe, HD is poised for rapid growth with several service providers announcing plans for new services in 2006. Crucial to the success of such services is the availability of outstanding HD programming and HD televisions, which underscores the importance of today’s announcement.

In addition to thousands of locations throughout Europe — a key market where Samsung and Discovery are rapidly expanding — and the United States, the content will also be showcased in China and South East Asia, where HD is starting to emerge.

About Discovery Communications, Inc.
Discovery Communications is the leading global real-world media and entertainment company, with operations in more than 160 countries and territories with 1.3 billion cumulative subscribers. Established in 1985, DCI today operates over 90 networks of distinctive programming representing 25 network entertainment brands and operates 120 Discovery Channel retail stores. DCI also distributes BBC America in the United States. DCI’s ownership consists of four shareholders: Discovery Holding Company (NASDAQ: DISCA, DISCB), Cox Communications, Inc., Advance/Newhouse Communications and John S. Hendricks, the Company’s Founder and Chairman.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2004 parent company sales of US$55.2 billion and net income of US$10.3 billion. Employing approximately 113,000 people in over 90 offices in 48 countries, the company consists of five main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business. Recognized as one of the fastest growing brands, Samsung Electronics is the world’s largest producer of color monitors, color TVs, memory chips and TFT-LCDs. For more information, please visit http://www.samsung.com

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