Pause N Play Presentation 20081025
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Pause & Play Pause & Play • Time-shift with Pause & Rewind Live TV • 160GB built-in DVR • Record while watching TV
Ultimate picture quality • XD Engine™ • Intelligent Picture Control • True Viewing Angle
Simple & Easy • SIMPLINK with 3 HDMI • Input Label & Navigation • Leather Cable Management
Copyright by DD Brand Marketing Team.
Redefine of Watching TV
Change the way you watch TV Television is a telecommunication system for broadcasting and receiving moving pictures and sound over a distance. LCD and Plasma TVs display high definition image with millions of pixel. Based on media history, if the one is general definition about Television as kind of conventional old media, the other sounds like hi-technological new media. However both of those are called Television. Because there is no difference in intrinsic attribute which is receiver. The word Receiver, in itself, connotes passive meaning, and when users actually watch TV, their option is limited to channels for general categories of TV as defined earlier. Users just watch each program given from the channel selected in a certain time zone. Difference in existing media and new media depends upon the level of interactive implementation which enables users to actively select and enjoy each program. Built-in DVR is a simple idea, making recording of the program possible by having HDD in the TV. DVR real time stores the program the user is watching beyond simply recording and playing it like existing VCR or DVD Recorder, which can overcome time limit in watching TV with the Time Shift feature of stopping and playing a live broadcast if needed by the user. Copyright by DD Brand Marketing Team.
Evaluation Result of Pause & Play
2. What We Propose
Voice of Customers
Evaluation Result
Group size - 5 groups in total Group Composition
Overall Design
Concept only
3.51
Owners Age
25~39
No of Gr.
1
Intenders
35~49 25~39 1
1
[5 points scale, unit: mean pts]
4.38
4.29 2.88
3.13 3.63
With demonstration
3.9 4.80
4.13 4.38
Old owner
Old intender
Sales Reps.
35~49
-
1
1 Total
• Pause and play (Live TV) – The most positive “When you have a phone call you can answer it. It’s good to pause live TV.” -Young owners group“That way you can answer the phone which is good.” -Old intenders group-
• 160 GB HHD – Positive “160 gigs is great.” -Young owners group-
• Built-in DVR – Positive
Young owner
Young intender
Key Finding Result of [5 points scale, unit: mean pts]
Purchase Intention 3.43
4.20 3.38
3.50
2.63
Overall
Young owner
Price Evaluation(42”) 1.58
1.88
2099
1999
Young intender
Old owner
Old intender
[Unit: GBP] 2.47
3.02
“It’s great because you don’t need all the other machines.” -Young intenders group1899
1799
Pause & Play Function
Copyright by DD Brand Marketing Team.
Pause & Play You can control live TV as what you want & when you want. That change the way you watch TV. Movie, sports, shows. Keep that entire series as your favorite.
Built-in DVR
Time-shift, Pause & Play
Various Recording Function
Pause & Play TV is equipped with 160GB HDD
The key feature of Built in DVR TV is not just to
Pause & Play is also characterized by the
corresponding to 2 times of the product which
store and record the program but control a live
Recording feature with diversified functions for
was launched first in Europe in 2006. It is capable
broadcast in the desired manner without time
each various conditions, for example, One
of keeping all digital broadcasts of up to 57 hours
constraints. Pause & Play real time keeps the
Touch Rec. enabling the user to directly record
in European regions as well as recording
channel you’re watching. The One Touch Key
with the Rec. button of the TV remote controller
conventional analogue broadcasts of up to 86
may let a live broadcast stop, and you may back
and Manual Rec. connected with various
hours. For its storage capacity, the whole volume
to a passed scene. Moreover, whenever the
information of digital broadcasting. The user
of your favorite TV series can be built in TV, and
user forgets recording or considers it necessary,
can watch another channel while recording
all games of the football team you’re cheering can
it goes back to ahead of 1 hour with the Rewind
other channel with the Watch & Record feature.
be kept over the season. Besides, up to 50 of
button and provides the Time Shift & Record
Besides, it displays various stored contents in
your desired films of DVD can be held.
feature recordable thereafter.
a Thumbnail list so that they can be found readily.
Copyright by DD Brand Marketing Team.
Ultimate picture quality Clear & natural high definition image by XD engine’s picture enhancement technology. Whenever you watch, you can feel the same emotions by Intelligent Picture control. Wherever you watch, you can see the clear images which is the same as in front of it.
Clear & Natural HD Picture
Intelligent Picture Control
True Viewing Angle
XD engine analyzes every images by frame
Intelligent Eye is a certain technology to control
LG’s LCD TV displays the consistent pure black
units through High speed Transit Processor.
display’s brightness and optimize the picture by
color from any viewing angle. Differences in
Moreover, it displays Clear and Natural images
observing surroundings through the inner sensor.
contrast ratio dependent on viewing angle is
by implementing various quality improvement
When it is brighter, Intelligent Eye automatically
lesser, thus resulting in a more uniform contrast
technologies. Through frame Brightness level
strengthens brightness and contrast ratio so that
ratio from use of S-IPS panel application.
analysis during image signal, Contrast Ratio is
its clearness would be emphasized more. At the
Compared to other’s LCD TV’s color
optimized and color control function (Advanced
other hand, in the case of dimmer, the level of
inconsistency due to decrease in color
Vivid Color) that displays natural colors present
brilliant is diminished. Therefore you can enjoy the
expression, LG LCD TV provides color
the most natural images. XD Engine displays
best picture, simultaneously not only to relieve eye
consistency since there aren’t any changes
Clear images through improved contour
fatigue from the exposed extremely bright but to
made within 60’ range.
correction technology (Intelligent Edge Control)
save power consumption - with LG’s Intelligent
LG LCD TV provides distinct color details while
and segmented Noise elimination technology
Eye.
details in competitors color gradation gets
(Distinct Noise Reduction)
reduced during gradation process through image signals.
Copyright by DD Brand Marketing Team.
Simple & Easy As you get more functions, you will be in trouble with much more complicate control. If normal technology is that provides you a kind of new function, advanced technology should be a simple and easy, considering user’s convenience.
SIMPLINK with HDMI
Input Label & Navigation
HDMI delivers all the information of Full HD
Normally, most of TV users connect more than
picture and 5.1 Ch sound with “just as a single
one AV device such as DVD player or home
cable”. LG SIMPLINK is a network technology to
theater system. That is the reason TV has various
convey a large volume of picture or audio and to
interfaces for extending it’s functionality. On the
control all the electronics connected to HDMI.
other hand it makes complicate what you connect
When watching a DVD movie, for example, you do
and where you connect. Input Label & Navigation
like following. First, turn on DVD and TV in order.
displays the list of connected devices on screen.
After that, insert a DVD title, choose DVD input
You don’t have to remember what you connected
and finally play a DVD movie. LG’s SIMPLINK
HMDI 1,2,3 and others. You just only choose
removes all the procedures by just pushing the
what you need form OSD menu.
button of SIMPLINK.
Copyright by DD Brand Marketing Team.
2007 Feature Information
Copyright by DD Brand Marketing Team.
DSN Art Feature Information
Ultimate Picture Technology Full HD Resolution
Full HD Processing
Just Scan
Dynamic Contrast Ratio
Input Label & Navigation
Leather Cable Management
Intelligent Eye
Simple & Easy Dimple Speaker
Copyright by DD Brand Marketing Team.
SIMPLINK with HDMI
True Wide Viewing Angle
Pause & Play TV Feature Information
Pause & Play
Built-in HDD Recorder
Time Shift Pause & Play
Time Shift External Device
Smart Skip
Reserve Manual Record
Watch & Record
Recording Features One Touch Recording
Copyright by DD Brand Marketing Team.
EPG Recording
Scheduled List
Built-in Hard Disk Recorder Pause & Play TV is equipped with 160GB HDD corresponding to 2 times of the product which was launched first in Europe in 2006. It is capable of keeping all digital broadcasts of up to 57 hours in European regions as well as recording conventional analogue broadcasts of up to 86 hours. For its storage capacity, the whole volume of your favorite TV series can be built in TV, and all games of the football team you’re cheering can be kept over the season. Besides, up to 50 your desired films of DVD can be held.
Copyright by DD Brand Marketing Team.
Home
Time Shift Pause & Play The key feature of Built in DVR TV is not just to store and record the program but control a live broadcast in the desired manner without time constraints. Pause & Play real time keeps the channel you’re watching. The One Touch Key may let a live broadcast stop, and you may back to a passed scene. Moreover, whenever the user forgets recording or considers it necessary, it goes back to ahead of 1 hour with the Rewind button and provides the Time Shift & Record feature recordable thereafter.
Copyright by DD Brand Marketing Team.
Home
Time Shift External Device It is also able to use Time Shift function when watching TV through set top box such as Digital broadcast, Cable channel and even satellite TV
Copyright by DD Brand Marketing Team.
Home
Smart Skip When you watch recorded movie there might be several times of TV commercials during the running time. In that case, you just click Forward button and then the picture will be forward the exact the same seconds of one commercial.
Copyright by DD Brand Marketing Team.
Home
One Touch Recording One Touch Rec. enabling the user to directly record with the Rec. button of the TV remote controller. If you change you mind that need to record while you watching program, just go back to the opening scene by click Rewind button and click Rec. key again.
Copyright by DD Brand Marketing Team.
Home
EPG Recording As well as Manual Rec. which is the recording function by setting clock, user can also easily record by choosing titles of program in the EPG (Electronic Program Guide). It is provided in digital broadcasting.
Copyright by DD Brand Marketing Team.
Home
Watch & Recording The user can watch another channel while recording other channel with the Watch & Record feature. And it is possible to watch both channels together by picture in picture.
Copyright by DD Brand Marketing Team.
Home
Reserve Manual Recording If you have some favorite TV series, you don’t have to prepare recording every time. You can make your own recording schedule daily and weekly.
Copyright by DD Brand Marketing Team.
Home
Scheduled List You can check your scheduled recording list on OSD menu and it is also possible change the list.
Copyright by DD Brand Marketing Team.
Home
Communication Guide
Copyright by DD Brand Marketing Team.
Selling Story of Pause & Play TV “Customers want to know what we can do to help them accomplish their goals. They aren’t interested in hearing what we have to sell them.” From news letter, Sep. 2007. American Marketing Association “Change the way you watch TV” - Its birth story goes… . People are in a great hustle and bustle life cycle. Often miss their favorite TV programs . Unexpected important things always happen when our soccer team just about to make a goal . Tired of preparing video tapes or external HDD to record, and they are not fit for our interior “WE WANT TO CONTROL OUR TV WACHING TIME IN ONE DEVICE AS WELL AS STYLISH TV” In order to help people under control of their TV watching time, LG introduces its new hard disk drive built in LCD TV enabling you to pause or one touch record your favorite live broadcast and start it up whenever you are ready to enjoy it again
Main Functions?
Copyright by DD Brand Marketing Team.
Picture quality?
Pause & Play TV Wake up customers latent time management needs by each scene
Scene1. Want to watch your soccer game while your wife’s favorite soap opera is on another channel? . Watch and record - Enables you to watch your game and simultaneously our DVR TV records another channel or vice versa : No need to fight for the remote control dominance any more
Scene 2. Somebody unexpectedly shows up or your phone rings when your golf game is on TV? . Pause Live TV - You simply press “pause button” on remote control and then the live game will just pause. : Press “play” when you are ready to enjoy it . Rewind and Play whenever you want - Nice for your golf practice
Copyright by DD Brand Marketing Team.
Pause & Play TV Wake up customers latent time management needs by each scene Scene 3. Having awful experiences on making reserve recording with old devices? . Easy TV Programming - You can save your favorite programs ; delete and modify them anytime you want. In addition, with LG Electronics' unique video processing technology, the built-in 160 gigabytes allows you to save up to 86 hours of programs and view them any time you want
Scene 4. Want to be hassle free from commercial or inappropriate scene for your children? . One touch smart skip - Using the Smart Skip function, you can skip commercials at 20-second intervals while watching your recorded program. : Intervals can be adjusted manually
Copyright by DD Brand Marketing Team.
Home
Ultimate picture quality • XD Engine™ • Intelligent Picture Control • True Viewing Angle
Simple & Easy • SIMPLINK with 3 HDMI • Input Label & Navigation • Leather Cable Management
Copyright by DD Brand Marketing Team.
Redefine of Watching TV
Change the way you watch TV Television is a telecommunication system for broadcasting and receiving moving pictures and sound over a distance. LCD and Plasma TVs display high definition image with millions of pixel. Based on media history, if the one is general definition about Television as kind of conventional old media, the other sounds like hi-technological new media. However both of those are called Television. Because there is no difference in intrinsic attribute which is receiver. The word Receiver, in itself, connotes passive meaning, and when users actually watch TV, their option is limited to channels for general categories of TV as defined earlier. Users just watch each program given from the channel selected in a certain time zone. Difference in existing media and new media depends upon the level of interactive implementation which enables users to actively select and enjoy each program. Built-in DVR is a simple idea, making recording of the program possible by having HDD in the TV. DVR real time stores the program the user is watching beyond simply recording and playing it like existing VCR or DVD Recorder, which can overcome time limit in watching TV with the Time Shift feature of stopping and playing a live broadcast if needed by the user. Copyright by DD Brand Marketing Team.
Evaluation Result of Pause & Play
2. What We Propose
Voice of Customers
Evaluation Result
Group size - 5 groups in total Group Composition
Overall Design
Concept only
3.51
Owners Age
25~39
No of Gr.
1
Intenders
35~49 25~39 1
1
[5 points scale, unit: mean pts]
4.38
4.29 2.88
3.13 3.63
With demonstration
3.9 4.80
4.13 4.38
Old owner
Old intender
Sales Reps.
35~49
-
1
1 Total
• Pause and play (Live TV) – The most positive “When you have a phone call you can answer it. It’s good to pause live TV.” -Young owners group“That way you can answer the phone which is good.” -Old intenders group-
• 160 GB HHD – Positive “160 gigs is great.” -Young owners group-
• Built-in DVR – Positive
Young owner
Young intender
Key Finding Result of [5 points scale, unit: mean pts]
Purchase Intention 3.43
4.20 3.38
3.50
2.63
Overall
Young owner
Price Evaluation(42”) 1.58
1.88
2099
1999
Young intender
Old owner
Old intender
[Unit: GBP] 2.47
3.02
“It’s great because you don’t need all the other machines.” -Young intenders group1899
1799
Pause & Play Function
Copyright by DD Brand Marketing Team.
Pause & Play You can control live TV as what you want & when you want. That change the way you watch TV. Movie, sports, shows. Keep that entire series as your favorite.
Built-in DVR
Time-shift, Pause & Play
Various Recording Function
Pause & Play TV is equipped with 160GB HDD
The key feature of Built in DVR TV is not just to
Pause & Play is also characterized by the
corresponding to 2 times of the product which
store and record the program but control a live
Recording feature with diversified functions for
was launched first in Europe in 2006. It is capable
broadcast in the desired manner without time
each various conditions, for example, One
of keeping all digital broadcasts of up to 57 hours
constraints. Pause & Play real time keeps the
Touch Rec. enabling the user to directly record
in European regions as well as recording
channel you’re watching. The One Touch Key
with the Rec. button of the TV remote controller
conventional analogue broadcasts of up to 86
may let a live broadcast stop, and you may back
and Manual Rec. connected with various
hours. For its storage capacity, the whole volume
to a passed scene. Moreover, whenever the
information of digital broadcasting. The user
of your favorite TV series can be built in TV, and
user forgets recording or considers it necessary,
can watch another channel while recording
all games of the football team you’re cheering can
it goes back to ahead of 1 hour with the Rewind
other channel with the Watch & Record feature.
be kept over the season. Besides, up to 50 of
button and provides the Time Shift & Record
Besides, it displays various stored contents in
your desired films of DVD can be held.
feature recordable thereafter.
a Thumbnail list so that they can be found readily.
Copyright by DD Brand Marketing Team.
Ultimate picture quality Clear & natural high definition image by XD engine’s picture enhancement technology. Whenever you watch, you can feel the same emotions by Intelligent Picture control. Wherever you watch, you can see the clear images which is the same as in front of it.
Clear & Natural HD Picture
Intelligent Picture Control
True Viewing Angle
XD engine analyzes every images by frame
Intelligent Eye is a certain technology to control
LG’s LCD TV displays the consistent pure black
units through High speed Transit Processor.
display’s brightness and optimize the picture by
color from any viewing angle. Differences in
Moreover, it displays Clear and Natural images
observing surroundings through the inner sensor.
contrast ratio dependent on viewing angle is
by implementing various quality improvement
When it is brighter, Intelligent Eye automatically
lesser, thus resulting in a more uniform contrast
technologies. Through frame Brightness level
strengthens brightness and contrast ratio so that
ratio from use of S-IPS panel application.
analysis during image signal, Contrast Ratio is
its clearness would be emphasized more. At the
Compared to other’s LCD TV’s color
optimized and color control function (Advanced
other hand, in the case of dimmer, the level of
inconsistency due to decrease in color
Vivid Color) that displays natural colors present
brilliant is diminished. Therefore you can enjoy the
expression, LG LCD TV provides color
the most natural images. XD Engine displays
best picture, simultaneously not only to relieve eye
consistency since there aren’t any changes
Clear images through improved contour
fatigue from the exposed extremely bright but to
made within 60’ range.
correction technology (Intelligent Edge Control)
save power consumption - with LG’s Intelligent
LG LCD TV provides distinct color details while
and segmented Noise elimination technology
Eye.
details in competitors color gradation gets
(Distinct Noise Reduction)
reduced during gradation process through image signals.
Copyright by DD Brand Marketing Team.
Simple & Easy As you get more functions, you will be in trouble with much more complicate control. If normal technology is that provides you a kind of new function, advanced technology should be a simple and easy, considering user’s convenience.
SIMPLINK with HDMI
Input Label & Navigation
HDMI delivers all the information of Full HD
Normally, most of TV users connect more than
picture and 5.1 Ch sound with “just as a single
one AV device such as DVD player or home
cable”. LG SIMPLINK is a network technology to
theater system. That is the reason TV has various
convey a large volume of picture or audio and to
interfaces for extending it’s functionality. On the
control all the electronics connected to HDMI.
other hand it makes complicate what you connect
When watching a DVD movie, for example, you do
and where you connect. Input Label & Navigation
like following. First, turn on DVD and TV in order.
displays the list of connected devices on screen.
After that, insert a DVD title, choose DVD input
You don’t have to remember what you connected
and finally play a DVD movie. LG’s SIMPLINK
HMDI 1,2,3 and others. You just only choose
removes all the procedures by just pushing the
what you need form OSD menu.
button of SIMPLINK.
Copyright by DD Brand Marketing Team.
2007 Feature Information
Copyright by DD Brand Marketing Team.
DSN Art Feature Information
Ultimate Picture Technology Full HD Resolution
Full HD Processing
Just Scan
Dynamic Contrast Ratio
Input Label & Navigation
Leather Cable Management
Intelligent Eye
Simple & Easy Dimple Speaker
Copyright by DD Brand Marketing Team.
SIMPLINK with HDMI
True Wide Viewing Angle
Pause & Play TV Feature Information
Pause & Play
Built-in HDD Recorder
Time Shift Pause & Play
Time Shift External Device
Smart Skip
Reserve Manual Record
Watch & Record
Recording Features One Touch Recording
Copyright by DD Brand Marketing Team.
EPG Recording
Scheduled List
Built-in Hard Disk Recorder Pause & Play TV is equipped with 160GB HDD corresponding to 2 times of the product which was launched first in Europe in 2006. It is capable of keeping all digital broadcasts of up to 57 hours in European regions as well as recording conventional analogue broadcasts of up to 86 hours. For its storage capacity, the whole volume of your favorite TV series can be built in TV, and all games of the football team you’re cheering can be kept over the season. Besides, up to 50 your desired films of DVD can be held.
Copyright by DD Brand Marketing Team.
Home
Time Shift Pause & Play The key feature of Built in DVR TV is not just to store and record the program but control a live broadcast in the desired manner without time constraints. Pause & Play real time keeps the channel you’re watching. The One Touch Key may let a live broadcast stop, and you may back to a passed scene. Moreover, whenever the user forgets recording or considers it necessary, it goes back to ahead of 1 hour with the Rewind button and provides the Time Shift & Record feature recordable thereafter.
Copyright by DD Brand Marketing Team.
Home
Time Shift External Device It is also able to use Time Shift function when watching TV through set top box such as Digital broadcast, Cable channel and even satellite TV
Copyright by DD Brand Marketing Team.
Home
Smart Skip When you watch recorded movie there might be several times of TV commercials during the running time. In that case, you just click Forward button and then the picture will be forward the exact the same seconds of one commercial.
Copyright by DD Brand Marketing Team.
Home
One Touch Recording One Touch Rec. enabling the user to directly record with the Rec. button of the TV remote controller. If you change you mind that need to record while you watching program, just go back to the opening scene by click Rewind button and click Rec. key again.
Copyright by DD Brand Marketing Team.
Home
EPG Recording As well as Manual Rec. which is the recording function by setting clock, user can also easily record by choosing titles of program in the EPG (Electronic Program Guide). It is provided in digital broadcasting.
Copyright by DD Brand Marketing Team.
Home
Watch & Recording The user can watch another channel while recording other channel with the Watch & Record feature. And it is possible to watch both channels together by picture in picture.
Copyright by DD Brand Marketing Team.
Home
Reserve Manual Recording If you have some favorite TV series, you don’t have to prepare recording every time. You can make your own recording schedule daily and weekly.
Copyright by DD Brand Marketing Team.
Home
Scheduled List You can check your scheduled recording list on OSD menu and it is also possible change the list.
Copyright by DD Brand Marketing Team.
Home
Communication Guide
Copyright by DD Brand Marketing Team.
Selling Story of Pause & Play TV “Customers want to know what we can do to help them accomplish their goals. They aren’t interested in hearing what we have to sell them.” From news letter, Sep. 2007. American Marketing Association “Change the way you watch TV” - Its birth story goes… . People are in a great hustle and bustle life cycle. Often miss their favorite TV programs . Unexpected important things always happen when our soccer team just about to make a goal . Tired of preparing video tapes or external HDD to record, and they are not fit for our interior “WE WANT TO CONTROL OUR TV WACHING TIME IN ONE DEVICE AS WELL AS STYLISH TV” In order to help people under control of their TV watching time, LG introduces its new hard disk drive built in LCD TV enabling you to pause or one touch record your favorite live broadcast and start it up whenever you are ready to enjoy it again
Main Functions?
Copyright by DD Brand Marketing Team.
Picture quality?
Pause & Play TV Wake up customers latent time management needs by each scene
Scene1. Want to watch your soccer game while your wife’s favorite soap opera is on another channel? . Watch and record - Enables you to watch your game and simultaneously our DVR TV records another channel or vice versa : No need to fight for the remote control dominance any more
Scene 2. Somebody unexpectedly shows up or your phone rings when your golf game is on TV? . Pause Live TV - You simply press “pause button” on remote control and then the live game will just pause. : Press “play” when you are ready to enjoy it . Rewind and Play whenever you want - Nice for your golf practice
Copyright by DD Brand Marketing Team.
Pause & Play TV Wake up customers latent time management needs by each scene Scene 3. Having awful experiences on making reserve recording with old devices? . Easy TV Programming - You can save your favorite programs ; delete and modify them anytime you want. In addition, with LG Electronics' unique video processing technology, the built-in 160 gigabytes allows you to save up to 86 hours of programs and view them any time you want
Scene 4. Want to be hassle free from commercial or inappropriate scene for your children? . One touch smart skip - Using the Smart Skip function, you can skip commercials at 20-second intervals while watching your recorded program. : Intervals can be adjusted manually
Copyright by DD Brand Marketing Team.
Home
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