Digital Television Is Real, And So Are DTV-Compatible Products From Panasonic

Colorado Springs, CO (May, 1998) — With broadcasters set to begin transmitting Digital Television (DTV) signals to top U.S. markets this fall, Panasonic Consumer Electronics Company (PCEC) is taking the industry lead in delivering the products necessary to bring this high-resolution standard into American homes. Panasonic's introductory offering of several DTV-compatible products is designed to help consumers bridge the gap between high-performance home theater products that they can enjoy today, and digital products that are ready for the future.
Displaying DTV-ready direct view and projection TVs here, along with a DTV set-top converter and even a digital VCR for recording DTV broadcasts, the company aims to assure consumers that "digital television is real, it's here, and it will be brought to you by Panasonic," says Jeff Cove, vice president and general manager of Panasonic's Television Division.
"Panasonic was among the first to offer a digital-ready television, the CT-36VG50 multi-scan receiver/ monitor, introduced in 1997," Cove notes, "and we will be one of the first with products to coincide with the beginning of DTV broadcasts this fall."
Coming out of the gate like that would challenge any manufacturer's engineering and marketing departments, as digital television broadcasters will have a choice among different DTV formats. These include Standard Definition (SDTV) 480-line interlaced (480i) and progressive (480p), High Definition (HDTV) 720-line progressive (720p) and 1080-line interlaced (1080i). But Panasonic tackled the problem by designing a DTV certified set-top decoder that will handle all of the standards, giving consumers the ability to enjoy the broadest range of programming possibleÉwell into the future.
"We believe the marketplace will determine which formats will prevail, and of course, Panasonic will be ready to put all of its resources behind those ultimately chosen," says Cove. "But for now, to help advance digital television in the critical early stages, our set-top decoder will support all DTV formats, so our customers won't be left with obsolete components when the dust settles."
Cove also says that while current marketing plans call for separate set-top decoders and DTV-compatible televisions, Panasonic will offer televisions with built-in decoders when there's a large enough base of consumers for them.
"In the next few years consumers will have many choices of digital programming sources. A component approach to the market in the introductory stage of the category lets consumers choose which digital sources they prefer and when to add them, and it gives retailers the flexibility to merchandise products appropriate for ach market they serve," says Cove. "Those consumers who want DTV this fall can purchase a new television and decoder, while those who are comfortable with their existing televisions can receive DTV programming with NTSC quality by simply adding the set-top decoder."
As with any new technology, consumer awareness is pivotal for success. Consequently, Panasonic will expend a great deal of effort helping its dealers communicate the benefits of DTV to potential consumers. In-store programs, featuring demonstrations of DTV and educational hand-out materials, will be a key component of those efforts.
Though the specific timing of these DTV-ready products has yet to be announced, Cove says theyÕll be ready to roll out when broadcasts begin in the fall.
"We expect DTV broadcasting to begin this fall in several markets and we will begin deliveries as early as September," Cove says. Panasonic television products are marketed in the United States by Panasonic Consumer Electroninics Company (PCEC), a division of Matsushita Electric Corporation of America (MECA). MECA is the principal North American subsidiary of Matsushita Electric Industrial Co., Ltd., (MEI) of Japan, one of the world's largest producers of electronic and electric products for consumer, business and industrial use. (Consumers seeking more information on the company's products can call Panasonic's Customer Call Center at 800-211-PANA. Media interested in Panasonic press releases can gain information here at the Panasonic Web site or through New Directions Public Relations' toll-free fax-back system at 888-734-7490. )