Philips has just previewed its latest product innovation – the Cinema 21:9 LCD TV – the first cinema-proportioned LCD television. It comes as a 52in model which is shaped in the 21:9 aspect ratio, so movies in the 2.39:1 format completely fill the screen. “Cinema 21:9 lets you enjoy movies as you would in the cinema and just as the director intended”, stated the manufacturer. Three-sided Ambilight Spectra technology on this model helps to deliver the ultimate cinematic viewing experience at home.
Traditional LCD models distort the original picture to fill the screen, losing the full scope of the film shot or by displaying the picture with black bars at the top and bottom. However, if the content comes in the 16:9 format, such as TV broadcasts and games, the advanced formatting technology of the new TV will adapt it to fill the 21:9 screen.
This development is a launch platform for Philips’ new CE strategy for 2009 and 2010. Moving away from being a mass market brand in the UK, the company will focus on the premium segment of the market and continue to bring out consumer-led product innovations. Neil Mesher, managing director, Philips Consumer Lifestyle, commented to IER: “We are launching a product proposition which makes sense for the consumer and we’ll be engaging independent retailers to help us sell it.”