LG Electronics conceals cutting-edge technology

Dubai, UAE, February 12, 2009 - Today, TVs are no longer simple entertainment devices, but an important part of people's everyday lives. As televisions have become a centrepiece of our living rooms, consumers are looking for products that can serve as an important element of home décor.

With its commitment to offering consumers a beautiful viewing experience that fits their lives, LG Electronics Home Entertainment, a major player in the global flat panel display market, has worked hard to develop products that not only deliver top-of-the-line technology, but add stylish design to every home.

LG's new brand identity - Advanced Technology Beautifully Hidden - demonstrates its pledge to becoming the leader in home entertainment devices. The company has invested a great deal of time and effort into establishing a single global brand under the theme "Life's Good." The company's ultimate objective is providing consumers with a beautiful viewing experience that fits their lives, enhances consumers' understanding of LG and differentiates the company's products accordingly. This new direction will enhance the overall brand identity of LG and use the company's positioning to create a more emotional link with consumers.

"We are strong believers in the emotional connection between our customers and our products," said Mr. H.S. Paik, President of LG Electronics Gulf. "Our goal has always been to provide the finest possible TV viewing experience in the home entertainment market. It is with this principle that we announce our brand promise of 'Advanced Technology Beautifully Hidden' in 2009."

Consumer insight is essential to the product development process at LG. The company has placed special emphasis on creating products that fit perfectly into people's lives through the fusion of smart technology and stylish design. Exceptional picture quality and easy-to-use features make this a reality for customers. This year in particular, LG is launching a series of new products which embody the TV division's promise, making 2009 a defining year for the company. 

LG has mastered the perfect harmony of design and technology with its 2009 models. Inside the slim 24.8 mm screen of the LHX LCD TV, part of the LH90 series, TruMotion 240Hz and LED backlighting technology work together to deliver a revolutionary 2,000,000:1 contrast ratio, for a clearer and more natural picture. Chrome and glass come together to create the sleek, smoky design of an LCD TV with 1080p Full HD. Its built-in wireless receiver eliminates the mess of tangled cables, leaving a clean, uncluttered home theatre environment.

Intelligent Sensor Technology, incorporated into all 2009 models of LG TVs, reduces power consumption by as much as 73 per cent, while producing a picture which minimises eye strain during extended viewing. The LG LH30, in particular, uses 80 per cent less power than conventional models, better than any other LCD on the market. Its narrow bezel not only looks great, but eliminates distractions, keeping the viewer's focus on the screen.

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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 five business units - Home Entertainment, Home Appliance, Air Conditioning, Business Solutions and Mobile Communications. 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 theatre systems. For more information, please visit ae.lge.com.

About LG Home Entertainment Company
LG Home Entertainment Company (HE), owned and operated by LG Electronics, is a top player in flat panel display, audio and video products for the global consumer and professional markets. LG HE has introduced a number of world's first products and technologies, all geared toward providing the ultimate digital experience for consumers. While focusing on creating feature-rich devices, the company is also pursuing stylish designs and pushing technological boundaries to improve home entertainment. LG's product areas include: LCD and plasma televisions, home theatre systems, Blu-ray disc players, audio components and video players, plasma display panels and others. For more information, visit ae.lge.com.

© Press Release 2009