Panasonic takes to the OLED TV screen

With a true to life visual experience.

Panasonic made its entry into the OLED TV arena with a dazzling media show in Sydney that opened with a cellist trio before the flagship EZ1000 Master OLED TV took centre stage.

In his introduction, consumer group director, Richard Tassone said: “These are exciting times for Panasonic, not just in TV but with a raft of innovations for now and the future. Next year Panasonic celebrates its 100th anniversary which is not just a huge milestone for Panasonic but a huge achievement in the business world”.

As well as the new OLED offerings, Panasonic is launching a premium range of 4K PRO HDR Ultra HD LED TVs at the top of its 2017 LED LCD line-up, comprising the EX780 and the entry-level 4K HDR Ultra HD EX600 series.

Panasonic’s Richard Tassone

The EZ1000 Series launches in July with a 65-inch model, (RRP: $8,899) followed in November with a 77-inch screen size with pricing still TBA. It features  Panasonic’s ‘absolute black filter’ that Tassone described as delivering unprecedented “black expressions and the most accurate colours”. The EZ950 series OLED will also be launched in July in 55 and 65-inch models, priced at $7,199 and $4,999 respectively

Category manager, AV and Imaging, Douglas Campbell took media through the OLED TV range as well as introducing new Blu-ray players and audio products. “Panasonic is all about excellence in smart technology, image quality and design,” he said.

While Panasonic’s 4K Pro HDR technology was said to be the ‘brain’ behind the EZ1000 and EZ950 OLED TVs and its premium EX780 LED LCD range, at its heart are three key capabilities: the Studio Colour HCX2 (Hollywood Cinema Experience 2) 4K Processor that claims to deliver an unprecedented level of accuracy to an array of colours, and clarity and gradation to black levels; HEXA Chroma Drive 4k Pro incorporating six-colour reproduction, a colour correction system said to be critical to producing an authentic high dynamic range (HDR) picture; and Hollywood Tuning carried out by a colourist to ensure an accurate cinema experience, true to the film-maker’s vision, reflecting the company’s 20-year collaboration with Hollywood.

Panasonic’s Doug Campbell

As well as picture quality, the slim audio system in the EZ1000 houses 14 multiple speaker units, comprising eight woofers, four squawkers, two tweeters and a quad passive radiator to boost bass.

“The return of our iconic Technics brand in the EZ1000 sees Panasonic uniquely positioned to deliver a completely new level of audio experience to TV users,” Campbell said.

And a message to Panasonic’s retail partners came from managing director, Paul Reid, “2017 is going to be a very exciting year for Panasonic. We are launching a new range of OLED TVs with our Master OLED the EZ1000 and our EZ950 Series in the mass part of the OLED market. In addition, we are launching a new range of premium LCD TVs, as well as the industry’s largest line-up of 4K Blu-Ray players, as well as our new audio concept – Urban Audio Series. We are really looking forward to sharing these new products with our retail partners.”

“In 2017, Panasonic is preparing customised in-store retail displays to promote the unique benefits of our new OLED and premium LCD series. We are working with our retail partners to determine the best display concept to suit their stores and we expect to roll out our new displays from May this year. Our TV range will be available broadly across the market with the exception of the premium Master OLED Series, the EZ1000, where we are planning a more limited distribution approach,” he told Appliance Retailer.

Panasonic is investing in national roadshows, direct product training campaigns, expanded social media and above the line marketing intended to increase brand profile.


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