Pause N Play Presentation 20081025

Pa use & Pl ay 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.

Redefi ne of W atchi ng T V

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 Voice of Customers

Evaluation Result

Group size - 5 groups in total Group Composition

Overall Design

[5 points scale, unit: mean pts] Concept only

3.51

Owners

2. What We Propose

Intenders

4.29

Sales Reps.

Age

25~39

35~49

25~39

35~49

-

No of Gr.

1

1

1

1

1

• 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 “It’s great because you don’t need all the other machines.” -Young intenders group-

Total

4.38 2.88

Young owner

3.13 3.63

3.9 4.80

Young intender

Old owner

With demonstration

4.13 4.38

Old 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

1899

3.02

1799

Pa use & Pl ay Fu ncti on

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

can watch another channel while recording

all games of the football team you’re cheering can

necessary, it goes back to ahead of 1 hour with

other channel with the Watch & Record

be kept over the season. Besides, up to 50 of

the Rewind button and provides the Time Shift

feature. Besides, it displays various stored

your desired films of DVD can be held.

& Record feature recordable thereafter.

contents in a Thumbnail list so that they can be found readily.

Copyright by DD Brand Marketing Team.

Ulti mate pi ctur e quali ty 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.

Sim ple & 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 picture

Normally, most of TV users connect more than

and 5.1 Ch sound with “just as a single cable”. LG

one AV device such as DVD player or home

SIMPLINK is a network technology to convey a

theater system. That is the reason TV has various

large volume of picture or audio and to control all

interfaces for extending it’s functionality. On the

the electronics connected to HDMI. When

other hand it makes complicate what you connect

watching a DVD movie, for example, you do like

and where you connect. Input Label & Navigation

following. First, turn on DVD and TV in order. After

displays the list of connected devices on screen.

that, insert a DVD title, choose DVD input and

You don’t have to remember what you connected

finally play a DVD movie. LG’s SIMPLINK removes

HMDI 1,2,3 and others. You just only choose what

all the procedures by just pushing the button of

you need form OSD menu.

SIMPLINK. Copyright by DD Brand Marketing Team.

2007 F eatu re I nform at ion

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

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SIMPLINK with HDMI

True Wide Viewing Angle

use & 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.

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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.

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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

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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.

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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.

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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.

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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.

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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.

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Scheduled List You can check your scheduled recording list on OSD menu and it is also possible change the list.

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Commu nicati on Gu ide

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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

e the way you watch TV”

h story goes… e are in a great hustle and bustle life cycle. Often miss their favorite TV programs ected important things always happen when our soccer team just about to make a goal of preparing video tapes or external HDD to record, and they are not fit for our interior

NT TO CONTROL OUR TV WACHING TIME IN ONE DEVICE AS WELL AS STYLISH TV”

to help people under control of their TV watching time, LG introduces its new hard disk drive built in enabling you to pause or one touch record your favorite live broadcast and start it up er 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.

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