LG May See Red But Its All Black To Pioneer

Unless you are working over at LG, where the colour of the month is scarlet and bar a smattering of brushed aluminium, black is just about the only colour that you can get in TV’s these days.

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Reports from overseas say that Pioneer has redesigned its plasma displays to “evoke an emotional entertainment experience like never before”.

According to Pioneer’s the KURO Loft was built as a premium HD test lab where Hollywood’s creative professionals could test any type of digital content on the latest HD technology.

And from its web site, Pioneer says: “When we set out to make a new display, our engineers sought to create the most immersive, experiential, emotionally powerful television experience possible. Period. Because we understand the passion that goes into producing amazing images, sounds, emotions and art, and we share it.

So we started from scratch and dedicated ourselves to making a truly revolutionary display that reproduces what the artist originally intended. And that meant, above all, achieving the blackest blacks imaginable”.

According to the web site www.news.awn.com, Pioneer’s ultimate goal is “to learn as much as they can in order to fine-tune their own technology, so that their products produce experiences that replicate the artistic intentions of Hollywood’s creative professionals”.

The report notes that the KURO Loft consists of “a TV Taste Test, with six of the best competitive flat panel HDTVs on the market today, and the Ultimate KURO Living Room. With ten total televisions, the KURO Loft is designed to provide creative Hollywood professionals with the ideal playground, enabling them to bring any form of content to test, or alternatively, enjoy HD cable programming, video games and Blu-ray entertainment”.

The vision for the interior says the article, was to “create an environment that both exemplifies the technological superiority of the KURO televisions and takes consumers into Pioneer’s eye for an unparalleled emotional entertainment experience”.

Pioneer says the KURO Loft includes the Ultimate KURO Living Room which is covered in black acrylic, extending the look of Pioneer’s Urushi-finished plasma frame and is “designed to deliver seeing and hearing like never before”.

Go figure- black TVs – What will those crazy boffins at Pioneer think of next!