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Samsung Technology Demonstration

Samsung Demonstrates PenTile RGBCW Multiprimary LCD with 2D RGB Local Dimming Backlight for Ultra-Low Power Next-Gen HDTVs

LOS ANGELES— May 12, 2011 —At SID Display Week 2011 International Symposium in Booth 707, Samsung is exhibiting a first-of-its-kind technology developed with its affiliate Nouvoyance that blends three leading-edge technologies to enhance ultra-low power High Definition TV (HDTV) display products while enabling dramatic power savings. In this demonstration, frame sequential color (FSC), PenTile™ technology, and RGB local dimming have been combined to produce a TV display technology that features a wider array of colors, virtually eliminates color breakup, and operates at approximately 25 percent of the power of legacy LCD TV technology.

By combining the strengths all three technologies - Nouvoyance's PenTile technology, plus frame sequential color and RGB local dimming - Samsung is able to overcome intrinsic weaknesses in legacy TV technologies to deliver a wide color gamut display with extraordinary power efficiency.

"While progress has been made in backlight technology and global and local dimming techniques, Samsung believes that the development of the PenTile RGBCW Multiprimary LCD could usher in a new generation of HDTV products that deliver extraordinary images," said Dr. Sungtae Shin, Senior VP of Samsung Electronics.

Samsung and Nouvoyance have been able to blend fixed color filters with clear subpixels of FSC using a PenTile RGBCW (red, green, blue, cyan, and white) color filter array. A 2D dimming RGB backlight has been highly localized to work in conjunction with the PenTile RGBCW array. The PenTile technology's white (W) subpixels are clear and capable of crisply transmitting Red, Green, or Blue light from the backlight as needed in any given display zone. Color breakup is nearly eliminated when the color primaries are independently chosen for each zone to minimize field-to-field color excursions of the FSC display. Algorithms have been developed to analyze images, calculate gamut mapping, determine subpixel rendering and control the backlight. These techniques will be demonstrated for both still and video images. For this technology demonstration, a 15.1-inch 816 x 490 LCD is used, but the panel can be readily scaled to larger sizes and finer resolutions.

"The increased definition of HDTV has motivated the industry to move to ever-increasing TV sizes. With these increases in diagonal dimension, TV power consumption has grown at a rapid rate. The home TV is now a major consumer of power, and with this comes the need for greater innovation to achieve higher levels of TV power savings," said Dr. Shin.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2010 consolidated sales of US$135.8 billion. Employing approximately 190,500 people in 206 offices across 68 countries, the company consists of eight independently operated business units: Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Semiconductor and LCD. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, semiconductor chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com.

About Nouvoyance

Nouvoyance is a technology development company that develops PenTile technology, in partnership with Samsung Electronics, for flat-panel display manufacturers and their IC suppliers to improve the brightness, resolution, contrast, and power consumption of flat-panel displays. For more information about PenTile™ technology, visit www.nouvoyance.com or call 408.200.7399

Nouvoyance Contact

Joel Pollack, Executive Vice President
408.200.7399
jpollack@nouvoyance.com

Samsung Contact

John Lucas
Samsung Semiconductor
1-408-544-4363
j.lucas@ssi.samsung.com

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