Pa use & Pl ay

Pause & Play

• Time-shift with Pause & Rewind Live TV

• 160GB built-in DVR
• Record while watching TV

Ultimate picture quality

• XD Engine™
• Intelligent Picture Control
• True Viewing Angle

Simple & Easy

• SIMPLINK with 3 HDMI

• Input Label & Navigation
• Leather Cable Management

Copyright by DD Brand Marketing Team.

 Redefi ne of W atchi ng T V

Change the way you watch TV

Television is a telecommunication system for broadcasting and receiving moving pictures and sound over a distance. LCD
and Plasma TVs display high definition image with millions of pixel. Based on media history, if the one is general definition
about Television as kind of conventional old media, the other sounds like hi-technological new media. However both of those
are called Television. Because there is no difference in intrinsic attribute which is receiver. The word Receiver, in itself,
connotes passive meaning, and when users actually watch TV, their option is limited to channels for general categories of TV
as defined earlier. Users just watch each program given from the channel selected in a certain time zone. Difference in
existing media and new media depends upon the level of interactive implementation which enables users to actively select
and enjoy each program.
Built-in DVR is a simple idea, making recording of the program possible by having HDD in the TV. DVR real time stores the
program the user is watching beyond simply recording and playing it like existing VCR or DVD Recorder, which can overcome
time limit in watching TV with the Time Shift feature of stopping and playing a live broadcast if needed by the user.

Copyright by DD Brand Marketing Team.

Evaluation Result of Pause & Play 2. What We Propose

Voice of Customers Evaluation Result

Group size - 5 groups in total Overall Design [5 points scale, unit: mean pts]
Group Composition Concept only With demonstration

4.29 4.38 3.9 4.80 4.13 4.38

3.51 2.88 3.13 3.63
Owners Intenders Sales Reps.
Age 25~39 35~49 25~39 35~49 -
No of Gr. 1 1 1 1 1
Total Young Young Old Old
owner intender owner intender

• Pause and play (Live TV) – The most positive Key Finding Result of[5 points scale, unit: mean pts]
Purchase Intention
“When you have a phone call you can answer it.
4.20
It’s good to pause live TV.” 3.43 3.38 3.50
-Young owners group- 2.63
“That way you can answer the phone which is good.”
-Old intenders group-

• 160 GB HHD – Positive Overall Young Young Old Old

owner intender owner intender
“160 gigs is great.”
-Young owners group-
Price Evaluation(42”) [Unit: GBP]
3.02
• Built-in DVR – Positive 2.47
1.58 1.88
“It’s great because you don’t need all the other machines.”
-Young intenders group-

2099 1999 1899 1799

 Pa use & Pl ay Fu ncti on

Copyright by DD Brand Marketing Team.

 Pause & Play
You can control live TV as what you want & when you want. That change the way you watch TV.
Movie, sports, shows. Keep that entire series as your favorite.

Built-in DVR Time-shift, Pause & Play Various Recording Function

Pause & Play TV is equipped with 160GB HDD
corresponding to 2 times of the product which
was launched first in Europe in 2006. It is capable
of keeping all digital broadcasts of up to 57 hours
in European regions as well as recording
conventional analogue broadcasts of up to 86
hours. For its storage capacity, the whole volume
of your favorite TV series can be built in TV, and
all games of the football team you’re cheering can
be kept over the season. Besides, up to 50 of
your desired films of DVD can be held.
The key feature of Built in DVR TV is not just to
store and record the program but control a live
broadcast in the desired manner without time
constraints. Pause & Play real time keeps the
channel you’re watching. The One Touch Key
may let a live broadcast stop, and you may back
to a passed scene. Moreover, whenever the
user forgets recording or considers it
necessary, it goes back to ahead of 1 hour with
the Rewind button and provides the Time Shift
& Record feature recordable thereafter.
Pause & Play is also characterized by the
Recording feature with diversified functions for
each various conditions, for example, One
Touch Rec. enabling the user to directly record
with the Rec. button of the TV remote controller
and Manual Rec. connected with various
information of digital broadcasting. The user
can watch another channel while recording
other channel with the Watch & Record
feature. Besides, it displays various stored
contents in a Thumbnail list so that they can be
found readily.

Copyright by DD Brand Marketing Team.

Ulti mate pi ctur e quali ty
Clear & natural high definition image by XD engine’s picture enhancement technology.
Whenever you watch, you can feel the same emotions by Intelligent Picture control. Wherever you watch, you can see the
clear images which is the same as in front of it.
Clear & Natural HD Picture
XD engine analyzes every images by frame
units through High speed Transit Processor.
Moreover, it displays Clear and Natural images
by implementing various quality improvement
technologies. Through frame Brightness level
analysis during image signal, Contrast Ratio is
optimized and color control function (Advanced
Vivid Color) that displays natural colors present
the most natural images. XD Engine displays
Clear images through improved contour
correction technology (Intelligent Edge Control)
and segmented Noise elimination technology
(Distinct Noise Reduction)
Copyright by DD Brand Marketing Team.
Intelligent Picture Control
Intelligent Eye is a certain technology to control
display’s brightness and optimize the picture by
observing surroundings through the inner sensor.
When it is brighter, Intelligent Eye automatically
strengthens brightness and contrast ratio so that
its clearness would be emphasized more. At the
other hand, in the case of dimmer, the level of
brilliant is diminished. Therefore you can enjoy the
best picture, simultaneously not only to relieve eye
fatigue from the exposed extremely bright but to
save power consumption - with LG’s Intelligent
Eye.
True Viewing Angle
LG’s LCD TV displays the consistent pure black
color from any viewing angle. Differences in
contrast ratio dependent on viewing angle is
lesser, thus resulting in a more uniform contrast
ratio from use of S-IPS panel application.
Compared to other’s LCD TV’s color
inconsistency due to decrease in color
expression, LG LCD TV provides color
consistency since there aren’t any changes
made within 60’ range.
LG LCD TV provides distinct color details while
details in competitors color gradation gets
reduced during gradation process through
image signals.
 Sim ple & Easy
As you get more functions, you will be in trouble with much more complicate control.
If normal technology is that provides you a kind of new function, advanced technology should be a simple and easy,
considering user’s convenience.

SIMPLINK with HDMI Input Label & Navigation

HDMI delivers all the information of Full HD picture
and 5.1 Ch sound with “just as a single cable”. LG
SIMPLINK is a network technology to convey a
large volume of picture or audio and to control all
the electronics connected to HDMI. When
watching a DVD movie, for example, you do like
following. First, turn on DVD and TV in order. After
that, insert a DVD title, choose DVD input and
finally play a DVD movie. LG’s SIMPLINK removes
all the procedures by just pushing the button of
SIMPLINK.
Normally, most of TV users connect more than
one AV device such as DVD player or home
theater system. That is the reason TV has various
interfaces for extending it’s functionality. On the
other hand it makes complicate what you connect
and where you connect. Input Label & Navigation
displays the list of connected devices on screen.
You don’t have to remember what you connected
HMDI 1,2,3 and others. You just only choose what
you need form OSD menu.

Copyright by DD Brand Marketing Team.

 2007 F eatu re I nform at ion

Copyright by DD Brand Marketing Team.

DSN Art Feature Information

Ultimate Picture Technology

Dynamic True Wide

Full HD Full HD
Just Scan Contrast Viewing
Resolution Processing
Ratio Angle

Intelligent
Eye

Simple & Easy

Input Label Leather

Dimple SIMPLINK
& Cable
Speaker with HDMI
Navigation Management

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use & Play TV Feature Information

Pause & Play

Built-in Time Shift Time Shift

HDD Pause External Smart Skip
Recorder & Play Device

Recording Features

Reserve Watch
One Touch EPG Scheduled
Manual &
Recording Recording List
Record Record

Copyright by DD Brand Marketing Team.

Built-in Hard Disk Recorder
Pause & Play TV is equipped with 160GB HDD corresponding to 2 times of the product which was launched first in Europe in 2006. It is capable of keeping all
digital broadcasts of up to 57 hours in European regions as well as recording conventional analogue broadcasts of up to 86 hours. For its storage capacity, the
whole volume of your favorite TV series can be built in TV, and all games of the football team you’re cheering can be kept over the season. Besides, up to 50
your desired films of DVD can be held.

Copyright by DD Brand Marketing Team. Home

 Time Shift Pause & Play
The key feature of Built in DVR TV is not just to store and record the program but control a live broadcast in the desired manner without time constraints.
Pause & Play real time keeps the channel you’re watching. The One Touch Key may let a live broadcast stop, and you may back to a passed scene.
Moreover, whenever the user forgets recording or considers it necessary, it goes back to ahead of 1 hour with the Rewind button and provides the Time Shift
& Record feature recordable thereafter.

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Time Shift External Device
It is also able to use Time Shift function when watching TV through set top box such as Digital broadcast, Cable channel and even satellite TV

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 Smart Skip
When you watch recorded movie there might be several times of TV commercials during the running time.
In that case, you just click Forward button and then the picture will be forward the exact the same seconds of one commercial.

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 One Touch Recording
One Touch Rec. enabling the user to directly record with the Rec. button of the TV remote controller.
If you change you mind that need to record while you watching program, just go back to the opening scene by click Rewind button and click Rec. key again.

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 EPG Recording
As well as Manual Rec. which is the recording function by setting clock, user can also easily record by choosing titles of program in the EPG (Electronic
Program Guide). It is provided in digital broadcasting.

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 Watch & Recording
The user can watch another channel while recording other channel with the Watch & Record feature. And it is possible to watch both channels together by
picture in picture.

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Reserve Manual Recording
If you have some favorite TV series, you don’t have to prepare recording every time. You can make your own recording schedule daily and weekly.

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 Scheduled List
You can check your scheduled recording list on OSD menu and it is also possible change the list.

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Commu nicati on Gu ide

Copyright by DD Brand Marketing Team.

Selling Story of Pause & Play TV

“Customers want to know what we can do to help them accomplish their goals. They aren’t
interested in hearing what we have to sell them.” From news letter, Sep. 2007. American Marketing Association

e the way you watch TV”

h story goes…
e are in a great hustle and bustle life cycle. Often miss their favorite TV programs
ected important things always happen when our soccer team just about to make a goal
of preparing video tapes or external HDD to record, and they are not fit for our interior

NT TO CONTROL OUR TV WACHING TIME IN ONE DEVICE AS WELL AS STYLISH TV”

to help people under control of their TV watching time, LG introduces its new hard disk drive built in
enabling you to pause or one touch record your favorite live broadcast and start it up
er you are ready to enjoy it again

Main
Functions Picture
? quality?

Copyright by DD Brand Marketing Team.

 Pause & Play TV

Wake up customers latent time management needs by each scene

Scene1. Want to watch your soccer game while your wife’s favorite
soap opera is on another channel?

. Watch and record

- Enables you to watch your game and simultaneously our DVR TV
records another channel or vice versa
: No need to fight for the remote control dominance any more

Scene 2. Somebody unexpectedly shows up or your phone rings

when your golf game is on TV?

. Pause Live TV
- You simply press “pause button” on remote control and then
the live game will just pause.
: Press “play” when you are ready to enjoy it
. Rewind and Play whenever you want
- Nice for your golf practice

Copyright by DD Brand Marketing Team.

 Pause & Play TV

Wake up customers latent time management needs by each scene

Scene 3. Having awful experiences on making reserve recording with old devices?

. Easy TV Programming
- You can save your favorite programs ; delete and modify them anytime you want. In addition, with
LG Electronics' unique video processing technology, the built-in 160 gigabytes allows you to save
up to 86 hours of programs and view them
any time you want

Scene 4. Want to be hassle free from commercial or inappropriate scene for your children?

. One touch smart skip

- Using the Smart Skip function, you can skip commercials at 20-second intervals while watching your
recorded program.
: Intervals can be adjusted manually

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