LG continues investing in passive 3DTV and steam technologies

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LG is shortly to launch its next generation 3D televisions with its Cinema 3DTV range which supports the same technology as used in most 3D cinemas.

“This unique LG proposition means that for the first time families and friends alike can enjoy 3D together, without barriers such as the price or necessary charging of battery powered active 3D glasses. This has brought the shared 3D viewing experience normally favoured in the cinema environment directly to the living rooms of consumers,” commented Andy Mackay, LG commercial director, CE Home Appliances & Home Entertainment. In fact, with each Cinema 3DTV set the manufacturer will offer seven pairs of glasses weighing only 16 grammes.

On the domestic appliances side, LG continues to use steam as its core technology. It is not only going to be featured in its laundry range, to which the manufacturer added 11kg washer dryer and offered a 10-year warranty on its Direct Drive motor. The benefits of steam technology have been also introduced to LG’s first dishwasher incorporating the TrueSteam generator that creates powerful steam for superior wash results. “The Truesteam dishwasher will harness the best of steam technology and strengthen the LG home appliances range,” continued Mr Mackay.

At the same time the manufacturer presented its latest cooling innovation – a five-door fridge-freezer. Its Converta drawer can be alternatively used as the top freezer drawer or as a refrigerator drawer when extra refrigeration space is required.

All these developments reflect the shift in LG’s market positioning of both its CE and DA products towards the premium end of the market. The manufacturer will be backing this strategy with marketing and merchandising activities, including £4mln marketing investment supporting its Cinema 3D range.

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