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HP Introduces Breakthrough Colour Display Technology.

HP Middle East today introduced the HP DreamColour LP2480zx display, a breakthrough in colour display technology that is expected to disrupt the economics of colour management by enabling companies to deploy a colour-critical display on every desk to eliminate colour checks, redesigns and wasted prototypes. The world's first affordable colour-critical computer display, the HP DreamColour LP2480zx generates the industry's first combination of true 30-bit colour - enabling a range of 1 billion colours - in a widescreen, LED-backlit liquid crystal display (LCD) at a fraction of the cost of most high-end, studio-quality LCD displays. This powerful combination of features and price helps solve a longstanding obstacle for digital content creators: affordable and consistent colour accuracy between devices.The result of unprecedented technology collaboration with DreamWorks Animation, the HP DreamColour display provides accurate, predictable colour and a simple colour management process to assure vision-to-production colour consistency. It addresses an increasingly critical need for colour accuracy in the animation, game development, film/video post, broadcast, product design and graphic arts categories. Designed for professionals for whom accurate colour management is essential and for consumers who seek to use only the best in technology innovations, the new HP DreamColour display achieves more than 63 times the colours available on mainstream LCD displays. Reds, blues and greens are visibly deeper, blacks are four times darker, and whites are programmable for increased relative accuracy. "With the new DreamColour display, HP has broken through technology barriers that have existed in display technology, limiting creative license for over a decade," said Ed Leonard, CTO, DreamWorks Animation SKF. "The new DreamColour display packs a whole list of advances into one amazingly powerful display to give us true colour fidelity in our production process for the very first time."The DreamColour display is designed to match the requirements of professional industry standards and includes one-button access to seven pre-sets covering all the important colour space standards. The display also includes a night vision interface for darkroom working conditions. "Until now, accurate and standout colour has been out of reach for the majority of digital content creators," said Anil Kumar, Category Manger for Consumer and Commercial Products, PSG, HP Middle East. "Our DreamColour display advances colour accuracy for the world's storytellers - our most demanding of customers of performance technologies."The new HP DreamColour LP2480zx display includes the HP DreamColour engine software, which manages the display to deliver reliable, accurate, easy colour, every time, and the DreamColour calibration kit for precision calibration. The HP DreamColour LP2480zx is the first display to be introduced under the HP DreamColour Technology initiative, a two-year technology collaboration between HP and DreamWorks Animation. The initiative aims to deliver standout colour that remains consistent from application to application, device to device and medium to medium. HP introduced the first printers built on the DreamColour engine in March 2007.

About HPHP focuses on simplifying technology experiences for all of its customers - from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world's largest IT companies, with revenue totaling $110.4 billion for the four fiscal quarters ended April 30, 2008. More information about HP (NYSE: HPQ) is available at

About HP Middle EastHP is the largest technology and solutions provider in the Middle East with 1100 employees and subsidiaries in Dubai, Abu Dhabi, Riyadh, Cairo, Ramallah, Qatar, Oman and 2 service Joint Ventures in Kuwait and Bahrain servicing the GCC, Egypt and the Levant. HP has been present in the Middle East since 1968 and opened its first regional office in 1994. HP Middle East is the market leader for enterprise, small and medium business and consumer technology products and offers a large portfolio of solutions and services in various business domains.

More information about HP in the Middle East is available at

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Date:Aug 7, 2008
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