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Pana's got new plasmas and LCDs. But the most interesting set is a rear projection TV that uses a variant of HID (like the headlights in nice cars) tweaked to LIFI, a lighting tech that won't dim like traditional rear projection TVs.

Stats and model info post-jump.

LAS VEGAS, NV (January 7, 2007) — Panasonic today announced a new line of High Definition LCD Micro Display televisions featuring Luxim's revolutionary long-life LIFI™, a first-of-its kind light fidelity projection display application that ensures image brightness over an extended period of time, as well as contributing to a greatly reduced start-up time. The Panasonic LIFI High Definition line will be comprised of two series - the LCZ and LCX. Each will have screen sizes of 61-inches, 56-inches and 50-inches., with a new floating panel design. The PT-61LCZ70, PT-56LCZ70, and the PT-50LCZ70 feature 1080p resolution and an elegant glossy black finish. The PT-61LCX70, PT-56LCX70, and PT- 50LCX70 provide 720p resolution.

"From our plasma TVs to our new LIFI HDTVs, we want Panasonic consumers to experience the absolute best in high-definition home theater," said Andrew Nelkin, Vice President of Panasonic's Display Group. "As more 1080p content becomes available, we want to ensure this superior high-definition technology is widely available in Panasonic products. These new LIFI HDTVs are ideal for consumers who are seeking an affordable big screen viewing experience."

By converting HID (High Intensity Discharge) lamps to LIFI, the models experience an especially long life span with brightness that will never fade, eliminating the need for lamp replacement. When the electrodes in HID lamps deteriorate and the tungsten evaporates, it causes diminished brightness, as well as damage to the lamp itself. The light source in the Panasonic LIFI HDTV does not use electrodes, resulting in more stable performance and a longer lifespan. Additionally, Panasonic's LIFI technology projects a wide variety and spectrum of light, allowing for the most radiant reds, greens and natural skin tones.

The start-up time for a Panasonic LIFI HDTV is a fraction of the time it takes for a traditional LCD projection set to start-up. This is because the light source does not use electrodes and the LIFI bulb is 1/8 the size found in an HID lamp, so the temperature rises more rapidly, enabling a faster start-up. The actual time from the moment the set is turned on until there is a picture is now reduced from 60 seconds or more to approximately 10 seconds.

With a longer lifetime, the LIFI HDTV series offers the same performance as an LED model, but at a lower price point. The LIFI lamp generates less scintillation noise than traditional HID lamps, and the invisible speakers marry impeccable design with high-quality sound. Using the device's remote control, users can easily enjoy EZ Sync™-enabled products such as Blu-ray players.

Additional features of the LCX70 Series include:

· LIFI Light Source

· New 0.69" 720p LCD Panel

· All Black Cosmetics

· 3,000:1 Contrast Ratio (Target)

· 400cd/m2 Brightness (50" Target)

· Full Range Speaker System (20W output)

· HDMI (Front 1, Rear 2)

· PC Input

· SD Card Slot

· EZ Sync™

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Additional features of the LCZ70 Series include:

· LIFI Light Source

· New 0.74" 1080p LCD Panel

· Piano Black Cosmetic

· 3,000:1 Contrast Ratio (Target)

· 400cd/m2 Brightness (50" Target)

· Full Range Speaker System (20W output)

· HDMI (Front 1, Rear 2)

· PC Input

· SD Card Slot

· EZ Sync™

[Panasonic]

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