Couch Potatoes Beware -- Four New PureVision Plasma TVs from Pioneer Are about to Make Life a Little Better.

LAS VEGAS -- CES Booth #9826--Four new plasma televisions introduced today by Pioneer Electronics (USA) Inc. offer the kind of sharp, bright, color-accurate pictures that make couch potatoes want one for every room. These widescreen televisions, which range in size from 43" to 50" diagonal, are all high definition with Pioneer's proprietary PureVision technologies that ensure excellent picture quality. Among other features, all four sets utilize the First Surface Pure Color Filter that creates incredibly lifelike images, allowing viewers to feel as though they are in the middle of the drama occurring on-screen and not just watching it.

"When shopping for plasma televisions, consumers need to be aware that not all TVs are created equally," said Russ Johnston, senior vice president of marketing for home entertainment at Pioneer Electronics (USA) Inc. "A good quality high definition plasma, like the ones from Pioneer, offer the brightest, sharpest most color accurate picture available. Once a consumer sees a Pioneer PureVision plasma display they'll never look at a standard TV the same again."

Some plasma televisions utilize a separate device called a media receiver that handles all the audio and video processing of the TV; others process all of the signals inside the actual television screen. Both types have advantages: using a separate media receiver allows the customer to connect DVD players, receivers, personal video recorders and other sources easily. This limits the number of cables being fed directly into the plasma, which is especially important to create a sleek, clean look if the television is hanging on the wall. The advantage of having the processing included in the television screen without a separate media receiver is that there is more space for other components like a new DVD recorder or audio video receiver. To serve both needs, Pioneer offers both single body plasma styles in a 43-inch size (PDP-43A5HD) and a 50-inch size (PDP-50A5HD) as well as plasmas with separate media receivers in the same screen sizes (PDP-4350HD and PDP-5050HD).

A world leader in the development and manufacturing of plasma displays, Pioneer incorporates a number of exclusive technologies in all of its new PureVision plasma televisions:

--Pure Drive: Pioneer uses this proprietary technology that maintains a pure digital signal path from source to image, resulting in a crisp picture on-screen.

--First Surface Pure Color Filter: This reproduces the most brilliant lifelike colors possible that provide consumers the most accurate picture quality. Pioneer's new technology uses one less piece of glass than in previous models, reducing environmental waste in manufacturing and eventual recycling. It improves picture quality by reducing reflection and increasing black levels; however the elimination of the glass may create a slight increase in plasma noise.

--Deep Encased Cell Structure: An important component for yielding precise images on a TV, this feature ensures the most optimum levels of brightness.

--Advanced PureCinema(TM) II: With 3:3 pulldown this feature replicates a faithful and accurate presentation of film content with the most natural images for a home theater, making it a film buff's dream.

--Advanced Continuous Emission III (ACE III): reduces the visible steps between the levels of color being viewed making color transitions smoother than before.

--Digital cable-ready tuner (DCR): For ease of use, Pioneer has incorporated a standard and high definition tuner into the television's media receiver making it compatible to both high-definition and standard broadcasts using a CableCard. This card takes the place of a traditional cable set-top box normally being rented from a cable provider. For the sets without a media receiver, the CableCard is inserted directly into the plasma TV.

Pioneer's 43-inch plasma displays (PDP-4350HD and PDP43A5HD) have a manufacturer's suggested retail price of $5,500. The larger, 50-inch plasma displays (PDP-5050HD and PDP50A5HD) have a manufacturer's suggested retail price of $7,500. They will be available beginning this spring.

Pioneer's Home Entertainment Division is the leading manufacturer of plasma televisions and monitors, DVD players and DVD recorders, A/V receivers, CD players and CD recorders, speakers and other audio and video accessories. Its focus is on the development of new digital technologies including Digital Network Entertainment. The company markets its products under the Pioneer and Pioneer Elite brand names. When purchased from an authorized dealer, consumers receive a limited warranty for one year with Pioneer products and two years with Pioneer Elite products.

Pioneer Electronics' headquarters is located in Long Beach, Calif., and its U.S. Web address is www.pioneerelectronics.com. Its parent company, Pioneer Corporation, is a leader in optical disc technology and a preeminent manufacturer of high-performance audio, video, computer and cable television equipment for the home, car and business markets. The company focuses on four core business domains including DVD, display technologies, Digital Network Entertainment(TM) and components. Founded in 1938 in Tokyo, Pioneer Corporation (NYSE:PIO) employs more than 36,000 people worldwide. Its shares are traded on the New York Stock Exchange.