Cable TV Industry and Samsung Unite to Promote HDTV

March 15, 2004 - The Marketer's Council of the Cable & Telecommunications Association for Marketing (CTAM) has partnered with Samsung Electronics, a the digital television (DTV) pioneer that introduced the first integrated high definition television (HDTV) in 1998 and now has the largest market share in premium priced high definition (HD) projection TVs, in the quest to educate and promote the benefits of HD and roll-out HD services to consumers, it was announced today.

Eight cable companies that represent 95% of cable subscribers in the US, including Adelphia Cable Communications, Bright House Networks, Charter Communications, Comcast Cable Communications, Cox Communications, Insight Communications, Mediacom Communications, and Time Warner Cable, along with Samsung Electronics, hosted a Coming of Age Party for HDTV at the Mandarin Oriental Hotel in the Time Warner Center. Why a Coming of Age Party? To celebrate Cable cable and Samsung Electronics leading the way to educate consumers and demystify the HD experience, and to offer consumers easy and affordable methods to sample the HD experience and to make them consumers aware of what differentiates the high definitionHD experience through vast advertising.; and lastly, to offer consumers easy and affordable methods to sample the HD experience.

With cable companies now providing a broad selection of HD programming and channels, Samsung Electronics' line-up of high definition TVs can finally deliver the high-quality resolution, aspect ratio and sound that they were it was designed to. The HDTV format, at 1080 interlaced or 720 progressive horizontal lines (1080i/720p), displays five times the quality of analog TVs. This higher resolution means sharper, more lifelike images. The new 16:9 widescreen aspect ratio for HDTV gives consumers the ability to see the basketball court from hoop to hoop and still identify the players. HDTV also provides reception of the highest quality audio with 5.1 channel Dolby Digital Surround Sound. Add a Samsung home theater-in-a-box system (HTiB) and all consumers can now enjoy a stirring cinema experience in the living room.

Peter Weedfald, Senior Vice President of Samsung Electronics North American Strategic Marketing, said, "Samsung had the vision to begin the transition to digital television several years ago. As an industry leader, Samsung believes it is our responsibility to educate consumers about the visual benefits and unparalleled quality of HDTV. Samsung's work with the cable industry is an example of how we can work together to provide consumers with digital technology solutions and HD programming that deliver a movie theater experience in the home."

Seth Morrison, SVP Marketing, CTAM, said, "This is the first time that the cable industry has teamed up with a consumer electronics company to drive the HD message to consumers. We're excited to work with Samsung to educate consumers and raise awareness of the digital transition, while offering people the chance to experience true HD content on high-quality Samsung HDTV sets.

At the event, CTAM and Samsung launched a promotion timed with the NCAA Basketball Tournament that offers $100 in cable gift certificates toward the customer's cable service with the purchase of any Samsung HDTV. The campaign, designed to drive the digital transition in the home, gives consumers an affordable means to sample the superior picture quality and sound of HDTV. Coinciding with the NCAA basketball tournament, the promotion will raise awareness of HD services with TV spots airing on cable, ads in national daily newspapers, a far-reaching on-line campaign and point-of-purchase initiatives at retail. The promotion will apply to all Samsung digital TVs, including cutting-edge flat panel technologies (plasma TV and LCD TV), rear projection (Digital Light Processing TV and CRT) and direct-view (CRT) models. Combining Samsung's HDTV monitors with HD cable content allows consumers to enjoy the most dynamic and best possible images today.

Samsung's continued efforts to educate consumers and advance the digital rollout have most recently been embodied in an interactive online guide to DTV, which is available for free at www.samsungusa.com/dtvguide. Written for consumers and retailers alike, the site explains in easy to understand terms why the world is changing to a DTV format. Topics include information on the 2007 FCC mandate for a nationwide rollover to DTV and what consumers really need to know in order to make informed purchases and start enjoying HDTV in their homes. This innovative site will also be shared by participating cable providers on their own homepages.

SOURCE Samsung Electronics