News Release：Pioneer Launches Breakthrough New Display Technology

Jan. 9, 2007, Tokyo, Japan - Pioneer Corporation has announced the worldwide launch of breakthrough new plasma display technology that the company believes will change the competitive landscape in the flat-screen television market.
The new technology premieres a completely re-engineered infrastructure, including a new panel, filter, electronics and drive sequence. The result establishes Pioneer plasma as the unbeatable picture quality leader, surpassing other flat-panel technologies regardless of lighting conditions. The deep, rich strong images and immeasurable black levels validate Pioneer's position as the worldwide premium flat-screen manufacturer.

Key characteristics of the new display include:

• Black levels in the new display far exceed previous Pioneer plasmas, making dark scenes darker while maintaining clarity of detail. This is the result of reducing the minimum luminance level by 80%.
• Rich colors in dark scenes are a second benefit of the lower luminance levels and deeper blacks. The new display reproduces colors with greater richness and accuracy even in dark scenes.
• Performance in bright rooms is significantly improved with a newly engineered filter that minimizes the effect of ambient light so the display is able to maintain deep black levels regardless of lighting conditions.

Pioneer plans to launch the first product employing this new plasma display technology in the United States this summer, which will be followed by other markets including Europe and Japan accordingly.

The same display technology is now being showcased at the 2007 International CES in Las Vegas (CES Booth #9827) after unveiled at the CEATEC JAPAN 2006 last October.