TECHNOLOGY

LG Launches World’s Slimmest LCD TVs

By Irina Titova

Staff Writer

LG Electronics Natassia Malthe, who starred in the fake campaign for LG’s new TV, in Los Angeles.

LONDON — South Korea’s LG Electronics announced the global launch of its Scarlet TV, the world’s slimmest LCD television set, in London last Wednesday.

With a striking, slim silhouette, red back and round aperture surrounded by LED lights, this intelligent device sports a design intended to connect with viewers on an emotional level. A soft touch sensor makes even simple tasks like turning the TV on and off more tactile and appealing.

“The LG Scarlet TV is designed to appeal to buyers who want a TV with a unique design. With this TV we wanted to create a completely immersive TV watching experience,” said Kwan-Sup Lee, vice president of LG Digital Display Global Brand Marketing Team.

“We drew the eye with our circular accent and we’ve included a special sound effect that plays when the TV turns on, intended to help viewers transport themselves into a different realm,” Lee said.

The Scarlet TV was launched first in Los Angeles on April 28 and then in London at a series of celebrity parties. The secret of the unusual PR campaign for the Scarlet TV was also unveiled.

For three months before its launch, LG presented “Scarlet” as a hit new TV series, masterminded by “King of Pilots” television director David Nutter. Nutter’s flair for spotting new talent this time extended to young actress Natassia Malthe, who played the role of Scarlet in the fake upcoming program.

Malthe became Scarlet for the campaign, commanding column inches and TV spots across the globe.

Dressed in a fabulous designer red dress, Malthe walked down a red carpet to unveil the new TV set in the presence of international press and celebrities in both Los Angeles and London.

“Things are not always what they seem,” said Nutter. “With this clever campaign idea, LG Scarlet has changed the face of television and brand marketing for years to come,” he said.

However, the London launch was reportedly marred by the no-show of 80s pop star and actress Grace Jones who was due to sing at the event.

The singer stayed in her hotel suite and refused to perform at the bash, The Daily Mirror reported. The 59-year-old former Bond Girl had already been paid $100,000 by organizers but was waiting for the rest of her $150,000 fee to be paid up front, the newspaper wrote.

LG Scarlet TV not only has an attractive design but is also equipped with LG “smart” technology. It gives its audience an optimal viewing experience, pulling them away from the real world and drawing them into the fantasy created onscreen.

“In its design this TV looks like a beautiful lady to me,” Lee said. “However, this lady is not only beautiful but is also smart. That is, it’s the lady that everyone is looking for — beautiful and smart,” he said.

An intelligent sensor can analyze ambient light and automatically adjusts the screen’s brightness to the optimal level for any time of day. By sensing color, temperature and illumination of the surrounding environment, the intelligent sensor identifies the viewing atmosphere and produces the best color quality to help viewers watch TV comfortably. This has the added benefit of cutting power consumption by as much as 50 percent.

At the same time the new TV goes further to ensure that its picture always looks good with exceptional picture tuning functions: AV Mode and Expert Mode. These controls give viewers the ability to precisely tune their TVs to look perfect in any room and with any image source. The AV Mode optimizes the picture with Cinema Mode, Sport Mode and Game Mode accordingly while the LG Expert Mode menu was certificated by the ISF (Imaging Science Foundation) picture quality calibration institution, making it possible for the viewer to fine-tune the picture at a professional level.

For the best sound quality, the TV includes invisible speakers. By using the TV’s entire facade as a resonance board, it gives viewers crisp, rich sound quality without detracting from the TV’s look.

In addition LG’s new Clear Voice technology automatically enhances the sound frequency range of the dialogue against background noise.

Its advanced full HD TruMotion 12 Hz technology eliminates motion blur, even during fast-moving action sequences. A 15,000:1 dynamic contrast ratio means that black and darker colors, white and bright colors are more vibrant, while 24p Tru Cinema technology shows films in their native 24 frames per second.

LG Scarlet will be available across Europe from May.

The St. Petersburg Times traveled to London as a guest of LG Electronics.

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