LG Electronics Unveils the FLATRON f-Engine

[Ioman]

- A picture-enhancing chip uses its own technology for FLATRON LCD monitors
- Another advanced breakthrough following the DTV picture-enhancing chip, "XD Engine"
- Brilliantly displays colors and images
- Implements innovative picture quality via DAFI (Digital Adaptive Fine Image) technology
- A truly world-class LCD monitor picture-enhancing technology

Seoul, Korea, April 28, 2004 -- LG Electronics (CEO: S.S. Kim) has successfully developed and unveiled the FLATRON f-Engine, a chip that enhances LCD monitor picture quality, closely following the launch of the XD Engine, a digital TV picture-enhancing chip. It is set to market the chip as a world-class technology brand.

As of May, LGE will aggressively market the FLATRON f-Engine, which is designed to greatly enhance LCD monitor picture quality on 17- and 19-inch monitors and other premium products.

The "f"in FLATRON f-Engine represents "fine", as well as fine color, fine image, and fine view, thus implementing a greatly enhanced picture quality.

The electronics giant uses DAFI (Digital Adaptive Fine Image) technology in the FLATRON f-Engine, which does not affect color, but enhances brightness and contrast. Initially undertaken last year, the company has just recently completed the development of the technology.

The DAFI technology includes a RCM (Real Color Management) function to express vivid natural colors, an ACE (Adaptive Color and Contrast Enhancement) function to enhance brightness and contrast, and enables dynamic mobile imaging. The technology is ideal for mobile imaging in TV, film, mobile games, and animation.

The global LCD monitor market recently has seen a demand surge for MFM's (Multi-Function Monitors), which are loaded with a TV tuner and compatible with various AV features, resulting in an increased need for picture enhancement.

Thus, reflecting the surging market demand for picture enhancement, LGE is set to foster the FLATRON f-Engine as a world-class technology brand for LCD monitor picture enhancement through a variety of marketing campaigns.

In the meantime, the company is set to globally launch the XD Engine, a chip for DTV picture enhancement that was developed in February, to mass-market the chip-equipped DTVs, and foster the XD Engine as a global brand, thus penetrating the global digital TV market.

LGE has now secured world-class picture enhancement chips, namely, the XD Engine and the FLATRON f-Engine, for sophisticated DTVs and LCD monitors. Therefore, it is likely to reinforce its position in the global display industry and consolidate its state-of-the-art brand image.

Kwon Hee-won, Vice President of LGE's DID division, said, "We will continue to positively market premium product lines equipped with the FLATRON f-Engine, a world-class picture-enhancement chip, thus promoting the chip as a global brand for FLATRON LCD monitors."

LGE, which took the second spot in the global monitor market with a 15% market share last year, is poised to further reinforce its global leadership in the monitor area centering on its FLATRON LCD monitors, and expects to continuously boost its state-of-the-art digital image by launching the innovative picture-enhancement f-Engine technology brand.

Also, through positive marketing campaigns and continuous R&D investments, LGE will strengthen its line-up of large monitors and multi-function monitors featuring unique designs and enabling various applications, thus continuing its market presence as a true market leader.