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News Super Hi-Vision –

News Super Hi-Vision – On Show at IFA! Sharp and NHK Successfully Develop 85-Inch Direct-View LCD Compatible with Super Hi-Vision, a "World First" Since the introduction of HD TV and then 3D TV, it’s been a little while since a display created a real “wow” effect. This year however again at IFA, visitors will get to see the highest resolution TV ever made for public viewing: Sharp’s Super Hi-Vision 33-megapixel 85-inch TV. The effect is reportedly a serious one of “wow”. Japanese HD broadcasters NHK and Sharp Corporation have jointly developed this 85-inch LCD compatible with Super Hi-Vision, which they describe as a “next-generation television broadcast format”. This is a world first for a direct-view display. NHK began R&D into Super Hi-Vision, which has dramatically higher resolution than current HDTV in 1995 and aims to begin trial broadcasts in 2020. With approximately 33 megapixels (7,680 [H] x 4,320 [V] pixels), or 16 times the resolution of HDTV, Super Hi-Vision will offer powerful, life-like image reproduction. In our discussions with sources who have seen demonstrations of the format, it has indeed been stated that images appear life-like without the need for 3D glasses, due to the exceptionally fine detail and image quality. U n d e r t h e j o i n t development, Sharp’s "UV2A" LCD technology was used to create for the first time in the world a direct-view LCD compatible with the unprecedentedly high display performance of Super Hi-Vision. The combination of the Sharp technology and NHK’s expertise and knowhow in Super Hi-Vision will make possible ultradetailed, super-high-quality images. The incredibly detailed images on the giant screen will, says Sharp in a statement, immerse the viewer in a “virtual-realitylike” experience. The Super Hi-Vision screen was seen in public for the first time at NHK's Science & Technology Research Laboratories in Tokyo in May. The first chance Europeans will get to take a glimpse of the screen will be at IFA Berlin. Screen size: 85 inches (approx. 1.9 x 1.05 m) Pixel count: 7,680 (H) x 4,320 (V) pixels Brightness: 300 cd/m2 Gradation: 10 bits for each RGB colour UV2A – At the heart of Sharp’s new TFT LCD panels UV2A – At the heart of Sharp’s new TFT LCD panels Sharp’s UV2A Technology is a photo-alignment technique for the alignment film in LCD panels. This innovative technology, the result of combining proprietary materials developed by Sharp with UV exposure equipment and processing technologies, provides highly accurate control over the alignment of liquid crystal molecules in accordance with the direction of the radiation. It can be termed “picotechnology” in that it goes beyond nanotechnology to control the tilt angle of liquid crystal molecules, which are only around two nanometers in size, with an accuracy measured in picometers. In addition to eliminating light leakage from the backlight, making it possible to display extremely deep blacks, this technology also enables higher aperture ratios in the LCD panel for the most efficient use of light from the backlight, thereby saving energy while displaying bright, vivid colours. Sharp’s UV2A Technology will also be ideal for enhancing the performance of highdefinition 4Kx2K displays and 3D TVs, which are expected to form the next generation of TVs. Sharp is introducing this technology across the board for panels to be produced at the new LCD panel plant in Sakai and at Kameyama Plant No. 2. Hall 18 Stand 102 16

Conference & Event Preview IFA 2011 International Keynotes from Toshiba & Electrolux IFA Opening International Keynote to be delivered by Toshiba CEO Masaaki Osumi; Electrolux’s Keith McLoughlin to deliver his first keynote since becoming CEO Masaaki Osumi, chief executive officer of Toshiba, will deliver the Opening International Keynote at IFA 2011 on 2 nd September. T h e l i n e - u p o f I FA International Keynotes delivers insights into and forecasts for all relevant s e c t o r s a s l i f e s t y l e , telecommunication & infrastructure, TV & entertainment as well as home appliances. Top executives illustrate what the future has in store. The world’s decision makers of the consumer electronics, home appliances and related branches are invited to share their visions with exhibitors, trade visitors, VIPs and journalists of IFA. The keynote by Osumi opens IFA 2011 at 9:45 am on 2 nd September. As executive officer, corporate senior vice president, president and chief executive officer, Digital Products & Services C o m p a n y, To s h i b a Corporation, Osumi will discuss Japan’s recovery and new mission: “To build a better life.” As part of his address, “The Next Challenge for Japan: A new, symbiotic relationship between the digital home and energy,” Osumi will detail Toshiba’s vision for how the consumer electronics industry can contribute to achieving this new mission. The IFA International Keynote program continues on 2 nd September at 3 pm with Keith McLoughlin, who became president and chief executive officer of Electrolux in January 2011. M c L a u g h l i n w i l l b e delivering his first keynote since taking office and will discuss the ways that consumers increasingly drive change and innovation in the home appliance and consumer electronics industries – and how companies must keep pace, stay relevant, transform and earn brand loyalty as the balance of power tips to the consumer. “The keynote program at IFA is known for attracting global thinkers in the consumer electronics and home appliance sectors,” said Jens Heithecker, executive director of IFA. “Our distinguished keynoters bring a unique perspective on current events and innovations in technology that are changing the global business landscape.” Access: Exhibitors, Trade Visitors, Press and VIPs Entry: 15 min. prior to start VIPs and Press: 30 min. prior to start For trade visitors admission to the exhibition grounds for the morning keynotes is through the South Entrance (shuttle) Location: International Keynote Area, Hall 6.3 Masaaki Osumi Executive Officer, Corporate Senior Vice President, President & CEODigital Products & Services Company,Toshiba Corporation Keith McLoughlin President and Chief Executive Officer - Electrolux Osumi-San joined Toshiba Corporation in 1978, and in 2001 was named senior manager of the DVD department of the Digital Media Network Company. In 2007, he rose to the position of Deputy VP of the TV division, Digital Media Network Company, in June 2008, he was named Vice President, TV Division, Digital Media Network Company and in June 2009, as Executive Officer, Corporate Vice President, President & CEO, Digital Media Network Company, Vice President, TV Division. Finally in April 2011, Osumi-San was named Executive Officer, Corporate Senior Vice President, President & CEO, Digital Products & Services Company Most recently McLoughlin was responsible for R&D, Manufacturing and Purchasing for Electrolux Major Appliances. He joined Electrolux in March 2003 as head of Major Appliances North America. Between 2004 and 2007, he also served as head of Major Appliances Latin America. Prior to joining Electrolux, McLoughlin enjoyed a 22-year career at the DuPont Corporation. From 1981 to 2003, he held several senior management positions at the company, leading consumer-brand businesses such as Tyvek, Corian and Stainmaster. McLoughlin concluded his tenure at DuPont as Vice President and General Manager of DuPont Nonwovens. McLoughlin also serves on the board of directors of Briggs & Stratton Corp., since 2007.Born in Brooklyn, New York, in 1956, McLoughlin earned a Bachelor of Science in Engineering from the United States Military Academy at West Point. IFA International • Monday 29 th August 2011 17

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