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Prima Unveils 1,080p Flat-Panel TVs

Prima Technology (booth 26411), a major Chinese CE brand owned by manufacturing giant XOCECO, will use International CES to showcase new Prima and Legend-branded flat-panel LCD and plasma TV models.

An extended line of 1,080p Series HDTV LCD models will be offered in the 37W-inch ($1,299 suggested retail), 42W-inch ($1,399), 47W-inch ($1,999) and 52W-inch ($2,499) screen sizes. All but the 52W-inch model, which ships in April, will be available this February, the company said.

Prima-branded 1,080p Series models accept 1,080p input, which they display on panels with 1,366 by 768 pixel resolution. All 1,080p Series models will incorporate Genesis Cortez Plus video processing, and customized audio and video enhancement using QuadPlexd II and QSurround HD systems, said Richard Chen, Prima Technology VP.

Also offered is a 1,080i Series LCD TV line under the Prima brand in the 19W-inch ($349), 26W-inch ($549), 32W-inch ($749) and 37W-inch ($1,099) screen sizes. All models will be available in February and all but the 19W-inch, which features 1,440 by 900 pixel resolution and one HDMI input, will offer 1,366-by-768 panels and dual-HDMI inputs.

The company will also ship in February plasma models in the 42W-inch ($1,299), 50W-inch ($1,999) and 63W-inch ($4,999 suggested retail) screen sizes and 768p panel resolution, and dual-HDMI inputs.

All of Prima’s 2007 flat-panel TVs incorporate ATSC/NTSC/QAM tuners.

Prima, which acts as principal supplier to up to a dozen U.S. TV brands, also offers an open distribution TV line under its Legend “value” brand.

Sets feature styling designs that blend “European and Asian” attributes “to match North American décor for upscale condominiums and homes,” the company said.

Chen continued that Prima will be “among the few suppliers that can stand up and offer licensing and U.S. regulatory credibility long-term to businesses.”

John Merrell, Prima marketing VP, said Prima-branded models will be handled with direct distribution to dealers “operating as storefront retailers or with custom integrator showrooms.”

“There will be no sub-distribution, no wholesalers, no non-stocking dealers, and trans-shipping is already tightly controlled throughout North America,” he said.

“We’ll also be introducing models (both 1,080i and 1,080p) that can be used in conjunction with new option un-amplified 3.0 speaker systems,” he added. “These are elite systems for custom integrators and commercial applications. We want retailers to feel free to use their own subwoofers and amplification equipment — yet provide a custom look around the flat panels with premium speakers.

Speakers will not have front logos so they can match with many premium video screens, Merrell said.

“Prima models will compete squarely with the higher-tiered brand products and pricing levels,” Merrell said. “Prima will be separated by performance and distribution, not pricing alone.”