July 12, 2004

SAMSUNG Electronics Technology For High Definition AV Home Network Solution Adopted For Latest CEA Standard

Ridgefield Park, NJ - July 12, 2004 - On July 1, the Consumer Electronics Association approved a new industry standard, CEA-2027, a user interface developed by Samsung Electronics for home networks using web protocols. The new standard signals the ability for Samsung and the digital audio/video industry to deliver pure high definition audio/visual entertainment for the home network. In the next phase, an open consortium of consumer electronics manufacturers and service providers will be assembled with the aim of establishing a working group focused on advancing the standard. All interested parties will be welcomed.
Samsung's home network initiative developed for CEA-2027 is known as eXpandable Home Theater (XHT).

XHT was developed in response to the FCC mandate requiring digital television manufacturers to integrate digital tuners beginning in July 2004 and to complete the national transition to DTV by 2007.
XHT enhances the ability of integrated digital televisions that incorporate ATSC tuners by allowing consumers to control content and devices, via internet protocol, into multi-rooms, for high definition audio/video networking with a single remote. XHT can also enable easy sharing of the high definition connectivity in their TV with other devices in their home, reducing the need to purchase multiple HDTV tuners.
XHT's user interface and web protocol, supported in CEA-2027 offers HDTV manufacturers a variety of advantages. HDTV manufacturers can immediately produce and sell XHT connectivity because it creates lower cost source devices such as HDTV tuners, DVD and DVRs and flexibility of a simple software solution for future upgrades. Service Operators, will also benefit by reducing costs to subscribers by simplifying or even eliminating HD set top boxes and related analog components through XHT connectivity. Furthermore digital broadcasters can offer different levels of service enhancing
such features as video-on-demand and HTML data services.
"Samsung Electronics is proud of the efforts CEA has made to develop the CEA-2027 standard,” said Mr. Dong-Jin Oh, CEO of Samsung Electronics America. "CEA standards continue to advance the digital AV industry, and most importantly, CEA-2027 with XHT will offer consumers simplified, upgradeable connectivity and control between HDTV and peripheral HD audio/video devices."
"We applaud Samsung's work in this area of DTV solutions," Said Gary Shapiro,

President and CEO Consumer Electronics Association. "With more and more consumers joining the DTV transition each day, such innovative developments will allow CEA to create standards that will help manufacturers offer consumers a variety of choices today, as well as provide for compatibility with future technologies and devices." Those parties interested in participating in the consortium can contact:
About CEA

The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the consumer technology industry through technology policy, events, research, promotion and the fostering of business and strategic relationships. CEA represents more than 1,500 corporate members involved in the design, development, manufacturing, distribution and integration of audio, video, mobile electronics, wireless and landline communications, information technology,

home networking, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA's members account for more than $90 billion in annual sales.

CEA's resources are available online at www.CE.org, the definitive source for information about the consumer electronics industry. CEA also sponsors and manages the International CES - Defining Tomorrow's Technology. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.
About Samsung Electronics

Samsung Electronics Co. Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2003 parent company sales of US$36.4 billion and net income of US$5.0 billion. Employing approximately 88,000 people in 89 offices in 46 countries, the company consists of six main business units: Corporate Technology Operations, Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business.

Recognized as one of the fastest growing global brands, Samsung Electronics is the world’s largest producer of color monitors, color TVs, memory chips, TFT-LCDs and VCRs. For more information, visit www.samsung.com.


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