LG Electronics unveils the 'FLATRON f-Engine' worldwide

Come May 2004, LG will aggressively market the FLATRON f-Engine chip as a world-class technology brand. Designed to greatly enhance LCD monitor picture quality on 17 and 19-inch monitors, and other premium products, the FLATRON f-Engine closely follows the launch of LG's XD Engine, a digital TV (DTV) picture-enhancing chip.

Representing 'fine', the FLATRON f-Engine offers fine color, fine image and fine view, and implements a greatly enhanced picture quality.

"The FLATRON f-Engine is unique to LG and uses Digital Adaptive Fine Image (DAFI) technology which enhances brightness and contrast without affecting the color. The product has been in progress since last year and having just completed the technology development stage we are looking forward to its global push," said Mr K.H. Kim, President of LG Electronics Middle East and Africa.

DAFI technology includes a Real Color Management function (RCM) to express vivid natural colors, an Adaptive Color and Contrast Enhancement function (ACE) 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 is seeing a surge in demand for Multi-Function Monitors (MFM's) that are loaded with a TV tuner and compatible with various AV features. This has resulted in the increasing need for picture enhancement.

Reflecting this surge, LGE is on target to foster the FLATRON f-Engine as a world-class technology brand for LCD monitor picture enhancement through a variety of marketing campaigns.

LG is set to globally launch the XD Engine to mass-market the chip-equipped DTV's, promote the XD Engine as a universal brand, and make strong headway in the global DTV market.

Having secured two world-class picture enhancement chips, namely the XD Engine and FLATRON f-Engine, LG is on track to reinforce its position in the global display industry and consolidate its state-of-the-art brand image.

"We will continue to positively market premium product lines equipped with the FLATRON f-Engine, thus promoting the chip as a regional and global brand for FLATRON LCD monitors," said Mr K.H. Kim.

LGE, which took the second spot in the global monitor market with a 15% market share in 2003, is poised to further strengthen its global leadership in the monitor area centering on its FLATRON LCD monitors.

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.