Pioneer Launches Breakthrough Display Technology

Overhaul of Plasma Technology Surpasses Both LCD and SED Regardless of Lighting Conditions

LAS VEGAS, CES Booth #9827 January 7, 2007, Pioneer Corporation announced today at the International Consumer Electronics Show in Las Vegas the worldwide launch of breakthrough television technology that the company believes will change the competitive landscape of the flat-screen television market.

The new technology premieres a completely re-engineered display infrastructure, including a new panel, filter and application-specific integrated circuit (ASIC). The result, which is clearly visible in side-by-side product comparisons, establishes Pioneer plasma as the unbeatable picture quality leader, surpassing both LCD and SED regardless of lighting conditions. The deep, strong, vivid images and immeasurable black levels validate Pioneer’s position as the worldwide premium flat-screen manufacturer.

“Our strategic position in the television market is to ensure that plasma technology is seen as the clear competitive favorite in the flat-screen television market and that Pioneer continues to be regarded as the gold standard within plasma,” said Ken Shioda, general manager of product planning for displays at Pioneer Corporation. “By re-engineering our plasma technology from the ground up, we’ve accomplished that goal. We are not simply making marginal improvements in certain aspects of the viewing experience, rather we are making a quantum leap in all areas that impact the viewer experience.”

One year ago when Tamihiko Sudo became president of Pioneer’s global operations, he asked the engineering team to rethink their approach to product development and to create a new display that would change the viewing experience. This effort is part of his overall vision for the company to be innovative at its very core. The result of that philosophy is the most stunning image quality seen on a flat-panel television.

Key characteristics of the new displays include:

*
Black levels in the new display far exceed previous Pioneer plasmas, making dark scenes darker while maintaining clarity of detail. This is the result of reducing the minimum luminance level by 80 percent. The test equipment typically used to determine the variance between peak white and peak black does not have great enough range to measure Pioneer’s new display so a contrast ratio specification is not yet determined.
* Rich colors in dark scenes are a second benefit of the lower luminance levels and deeper blacks. The new display reproduces colors with greater richness and accuracy even in dark scenes.
* Performance in bright rooms is significantly improved with a newly engineered filter that minimizes the effect of ambient light so the display is able to maintain deep black levels regardless of lighting conditions. Pioneer will demonstrate the display in both bright and dark lighting conditions to simulate a retail environment and the typical American living room. In both cases, black levels remain deep and colors are intense.

Since its introduction, consumers have grown accustomed to seeing high definition images on a wide range of displays and are generally satisfied with the picture quality. More recently, however, satisfaction levels have begun to drop, something that Pioneer equates to consumers’ laissez-faire attitude toward any technology that’s been in the market for several years.

“This new display is going to wake consumers up to high definition all over again and reinvigorate the market for superior technology,” said Russ Johnston, senior vice president of marketing and product planning for home entertainment at Pioneer Electronics (USA) Inc. “Our ability to showcase the new technology to U.S. retailers gives them the opportunity to rethink their display strategy. We believe retailers will give this display a place of its own in their stores because a side-by-side comparison could be detrimental to sales of other products.”

The technology was originally slated for launch in time for the 2008 Beijing Olympic Games, but an accelerated timetable was put into place and Pioneer expects to have product in the U.S. market this summer.

Pioneer introduced the industry’s first high definition plasma display in 1997 and has become known for its continued product innovation. It was first to use a deep encased cell structure, first with an open architecture slot card for professional use displays, and first to offer a 50” display capable of reproducing 1080p resolution images. The company has won numerous awards for its plasma displays including the recent Editor’s Choice from Sound & Vision and the Best Component Product from the prestigious EISA.

Pioneer Corporation is a leading global manufacturer of consumer and business-use electronics products such as audio, video and car electronics. Its shares are traded on the Tokyo Stock Exchange.

Contact Information

Christina Ramirez

Home Entertainment

Pioneer Electronics (USA) Inc.

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