By: Richard Del Cazzo
Web site: http://www.hdtv-hdtv.com

Digital cable-ready Pioneer Plasma TV, enables easy access to High Definition Programs

Pioneer a leader in home entertainment technology, today showcased a complete high definition Pioneer plasma tv solution, incorporating NTSC tuning, ATSC tuning, and digital cable tuning. This new Pioneer plasma tv is the first step in Pioneer’s effort to include high definition cable tuners as standard features in all Pioneer plasma televisions, a step the company sees as critical to building consumer interest and demand for high definition content.

“When consumers see high definition television – they want it. Our industry needs to make it easier to access,” said Tom Haga, president of Pioneer Electronics (USA) Inc. “With their ability to bring local high definition broadcast content into the home, cable operators have tremendous influence with the consumer. And high-definition, cable-ready Pioneer plasma TV's are the final piece to the puzzle to enable consumers to make the leap to HD.”

With more than 25 years in the cable industry and 65 years in consumer electronics, Pioneer is uniquely poised to bring this high definition cable solution to the American public. The company has an aggressive product plan for digital cable ready television – all centered on the belief that once consumers see a Pioneer plasma tv, high definition television, they will want no less.

“This is going to be a grassroots phenomenon,” Haga said. “My neighbor comes to my house and sees my high definition Pioneer plasma tv and he wants one. Then he invites a friend to his house to see his new HDTV, and so on and so on until we hit mass adoption of HD.”

In addition to an ATSC terrestrial HDTV tuner, this first generation digital cable-ready Pioneer plasma tv will incorporate a digital cable/HD tuner with a CableCard interface that can receive cable programming including premium channels without the need for a separate cable set-top box, simply by activating service with any cable operator nationwide. That will comply with the FCC’s initiated “plug-and-play” agreement between the cable television and consumer electronics industries. The outboard media receiver allows the consumer to input an array of sources including satellite, cable, DVD, VCR, and computer signals up to wide XGA. The media receiver also offers multiple HDMI and IEEE1394 connections for the integration of the latest generation of digital entertainment products. It is digitally linked to the panel for optimal performance. The first generation digital cable-ready plasma TV will be available in mid-2004.

The company’s product development strategy is to include both broadcast and digital cable high-definition tuners as a standard in all of Pioneer’s plasma tv. Pioneer also will develop stand-alone digital HD cable tuners that can be used with cable operators throughout the country.

“There is no question that Pioneer plasma TV's and high-definition content are the keys to the future of the television market, and Pioneer is committed to continuing to lead the innovation and development of technology that will take HD to the masses,” said Haga. “As a leader in the consumer electronics industry, and with more than 25 years in the cable industry, consumers will hear about a lot of developments from Pioneer in the coming months. We will combine our expertise in both areas to bring the best possible high definition Pioneer plasma TV's to television viewers as early as possible.”

Pioneer’s commitment to the plasma television market was reinforced with its announcement this week to transition its Pomona, CA manufacturing facility to a dedicated North American plasma final assembly plant this year. In addition, the company has expanded its marketing activities to include creative consumer cross-promotion to drive education and awareness of the benefits of HD television. Pioneer and Time Warner Cable, for example, recently launched a new HDTV promotion with national retailers such as Best Buy, Circuit City, Comp USA, Sears, Tweeter, Ultimate Electronics and more than 1,000 other stores across the country. This marketing arrangement between Pioneer and Time Warner Cable, which services 10.9 million subscribers in 27 states, shows the importance of cable providers and television manufacturers working together build the HD marketplace.

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