Toshiba Europe GmbH today reinforced its commitment to bringing user-friendly applications and best-of-class technologies and products to the European TV market. With the new CELL TV, the systematic introduction of LED TV backlight technology across all market segments and the support of Toshibaʼs Multi Screen Strategy, together with its longstanding commitment to sustainability and sophisticated design, Toshiba is fuelling the future of TV entertainment.

LED backlight across all market segments

“In 2010 we will expand our LED TV portfolio with LED backlight not only to the high end but also to the entry level and midrange segments,” says Sascha Lange, Head of Marketing, Toshiba Europe GmbH. “As consumers in these segments are more price-conscious but at the same time donʼt want to compromise on high picture quality, design and sustainability, we will meet their demand with a broad range of LED backlit TV sets.” While displays with LED backlights consume less power than those with a CCFL (cold cathode fluorescence lamp), the introduction of LED backlights is another step to improve the ecological footprint of Toshibaʼs TV sets across all market segments.

CELL TV coming to Europe

Toshiba Europe GmbH announced that it will introduce its innovative new CELL TV to the European market in Autumn, 2010. “The introduction of the CELL TV is Toshibaʼs latest step in the high-end TV market in Europe,” says Lange. “To really raise the bar in the high-end TV segment, a high-performing processor is vital and as such, Toshibaʼs new CELL TV relies on the exceptional performance of a CELL Broadband EngineTM1 which has 143 times the processing power available in current TV models .” The full feature set of the European version of the CELL TV has not yet been finalized. However, Toshiba is showcasing a prototype device at this yearʼs CES 2010, in Las Vegas, that provides an insight into the innovative features and excellent picture quality of the new device. “We are still engaged with extensive market research to find out which of the features are key in Europe to satisfy high end consumer needs,” explains Lange.

The CELL TV offers superior picture quality and is designed to meet the expectations of even the most demanding entertainment and TV enthusiasts. For the first time Toshiba integrates a panel featuring an improved in-house developed Direct LED backlighting system with 4.608 LED and a local dimming setup with 512 LED areas, ,(Super Local Dimming LED). This results in a exceptionally high luminance of up to 1.250cd/m² and a dynamic contrast of up to 9 million:1..

Toshibaʼs realtime upscaling application Resolution+ converts content to brilliant picture quality from any source. Net Resolution+ processes online videos with low picture quality so the content can be viewed on even a large TV screen while maintaining good picture quality. Net Resolution+ avoids that disturbing compression artefacts get visible when the online content is displayed on a large TV screen.

With the CELL TV Toshiba builds on the trend towards 3D viewing, adding a key feature for differentiation: While the availability of 3D content remains in its early stages, Toshiba has developed a method that uses the power of the CELL processor to convert 2D content into 3D in near real time. This enables the CELL TV to display almost all 2D content with a 3D impression.

Further, the CELL TV has the potential to bring Video Call into the living room, making this technology available to use cheaply and easily in the home. Toshibaʼs flagship TV will come equipped with capabilities for online videoconferencing applications and online picture sharing. The CELL TVʼs large screen is big enough for the whole family to join a video conference, making it easier to stay in contact with friends and relatives living far away.

Focused on usage scenarios: Multi Screen Strategy

With its broad range of connectivity features and with an embedded high-capacity hard disk drive the CELL TV will be a strong supporter of Toshibaʼs Multi Screen Strategy. It enables users to easily transfer content between devices with different screen sizes by means of several user-friendly connectivity and synchronization methods.

The TV sets with their large screens play an important role in the usage scenarios of multiple connected devices: Connectivity features such as HDMI and USB interfaces, WLAN functionality and SD card slots are key.

About Toshiba Europe GmbH

Toshiba Europe GmbH (TEG) is a fully owned subsidiary of Toshiba Corporation, Tokyo, a global corporation with more than 130 years of company history. Toshiba is a world leader and innovator in pioneering high technology and a diversified manufacturer and marketer of advanced electronic and electrical products. Headquartered in Neuss, Germany, TEG is comprised of four business divisions: Computer Systems, Storage Device Products, Consumer Products and Electronic Systems Operations. Together, these divisions provide product offerings including industry leading portable computers and other mobile products and solutions, HDDs, DVDs, LCDs, TVs and electronic office equipment. As the headquarters for the EMEA region, TEG provides support and assistance to its local branch offices. For more information on Toshiba laptops and accessories, visit TEG's web site at www.toshiba-europe.com. For images, please visit the Toshiba Press Image Library: http://www.toshiba-europe.com/bv/Press_DB/Index.html.

Toshiba was founded in 1875, and today operates a global network of more than 740 companies, with 199,000 employees worldwide and annual sales surpassing 6.6 trillion yen (US$73 billion).

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