Norcent Announces 'P-MAX' Flat TVs
By Greg Tarr -- TWICE, 1/24/2005
LAS VEGAS — Norcent used International CES to unveil a 27W-inch HD-ready LCD TV that is among the first to include its new “Picture to the Max” (P-MAX) circuitry, which will produce superior picture quality at affordable prices, the company said.
Model LT-2740, which ships this month at a $1,499 suggested retail price, is the first in a new line of LCD TV's that will incorporate P-MAX, an exclusive chipset to Norcent.
P-MAX “provides a superior picture by monitoring and adjusting on a pixel-by-pixel basis the six key parameters that affect picture quality,” said Jim Palumbo, long-time CE industry veteran who is advising the company and helping to build a foundation by bringing in a strong team of experienced CE industry sales and marketing experts.
Screen resolution is listed as 1280 by 720 pixels. Panel response time was said to be 16ms while the P-MAX system produces “richer colors, truer skin tones, enhanced edge detail and improved contrast,” the company said.
Other P-MAX models slated to follow the LT-2740 later this year will include the 20-inch and 32W-inch screen sizes.
The P-MAX chipset offers virtual 30-bit (1.073-billion) natural color performance. At the same time, it smoothes rough skin and freckles from noise amplification. The result is that the skin-tone of onscreen characters appears more lifelike.
The LT-2740 features built-in ATSC tuning, and will feature a bezel that includes integrated speakers fabricated from molded plastic.
Norcent said it is able to reduce manufacturing time while producing a more attractive and durable product by fabricating the face and back of the bezel and speakers as a single unit.
“The LT-2740 with P-MAX technology enables us to go to our select group of retail partners with a compelling value proposition that is based on a unique technology and real-world functionality,” said Norcent. “Therefore, our retail partners will be able to deliver a product with overwhelming consumer value, thereby increasing the number of units they will be able to sell.”
The chipset also provides color tracking and de-tracking; of gradation edge enhancement, local detail recovery that automatically and continuously adapts, in real time, to provide an optimal image; and over-driving capability.
In video products, Norcent showed its DP-220 DVD player featuring built-in DiVX playback technology. In addition to playing DVD videos, MPEG-4 discs, CDs, MP3 CDs, and picture CDs, the deck will playback DiVX-encoded movies and videos that have been downloaded from the Internet.
The DP-220 will ship in February at a $59.99 suggested retail.
Also at CES, Norcent announced it had hired long-time industry veteran Tom Harvey as sales/marketing senior VP.
Harvey, who leaves his seven-year position as VP/general manager for Faroudja Laboratories, will be charged with helping Norcent continue to expand its retail distribution, expand its brand recognition and develop products that meet consumer needs, said Jennifer Long, Norcent Americas CEO.
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