Significant releases of large displays are fewer and farther in between than say, cellular phones or cameras, and when a new display series is released, it’s usually a simple “refresh” or some minor tweaks or changes in the looks department rather than anything momentous, which makes it much more of a surprise that we were able to witness a launch of something truly spectacular, or at least is aiming to be something more than a refresh of current product lines.

I am referring to the LG Scarlett LCD TV Series, which were officially released locally today, July 29. With the Scarlet, LG is boldly proclaiming their intention to compete in the “lifestyle” segment of consumer electronics – high lifestyle to be precise. The LG Scarlet line of LCDs aren’t meant to sell in volume to just anyone who want s a television to watch the daily news; LG wants the buyer to get a Scarlet as a centerpiece and design statement for the home or anywhere with a need for super stylish, super-performance viewing.

                                             The newly unveiled Scarlet LCD flanked by (left to right) J.W. Park, TV Marketing for Asia, Jeff Hong, President of LG Philippines, and Raymond Fernandez, Brand Mktg. Head for LG.

LG isn’t shy in declaring the Scarlet line as the “sexiest” TV currently available, and backs it up with excellent aesthetics and high-tech internals grounded by four main “personifications”: Dazzling, Exciting, Intelligent, and Extraordinary. Some of the most compelling features ever seen on an LCD grace each category, made very clear with the live demonstration of the LCDs during the launch event. If these categories sound as if they describe a person, it is definitely no accident – alluding to the charms of a mysterious, talented female secret agent of some sort – ably represented in LG’s movie trailer-esque advertising clip by Natassia Malthe who played Ayane in DOA and has a role in the upcoming Transformers sequel.

                                             While not part of the launch event, this receiver set obviously has the same design element as the LCDs, for those coordinated home theatre setups.

The movie clip serves as LG’s main advertising pivot, making for a very dramatic entrance in movie places everywhere- fooling most people into thinking that “Scarlet” is actually a new movie coming out. With great production values and a super-alluring female lead, it’s an easy mistake to make. Producer and director David Nutter of X-Files and Terminator: The Sarah Connor Chronicles fame has promised follow-up episodes – an indicator of just how well-received the advertising blitz has been. I must say that it reflects very well on what LG intends for the Scarlet series of LCDs – a different approach that gets people a-buzz. Watch out for the clip the next time you catch a movie!

                                             Evoking the heroine in LG's short promotional clip, the models wore deep red dresses - fitting for a "Scarlet" launch.

LG went all out in the looks department of the Scarlet Series – a vibrant red rear contrasts sharply with a gloss front and a central, decorative power indicator – lined with red LEDs and cut out of the panel to serve as a focal point for the whole design. What’s more, the design is interwoven with functional elements, such as the “Invisible speaker” that uses the whole frame of the LCD to produce Mark Levinson – tuned sound without resorting to design-marring speaker grilles and speaker cones. The Scarlet series is also the thinnest LCDs that LG has produced, measuring only 45mm or 2.4 inches thick, creating a super slim, upper functional LCD set for easy placement in the stylistic home.

                                             A raffle was held during the event - Jaime Santos of ABS-CBN gets to take home a 32" Scarlet LCD!

LG didn’t skimp on the features of the series either – notable features include a USB input for easy media playback, multiple technological enhancements that improve the picture through “TruMotion 100Hz technology (Motion Picture Response Time running at 100Hz with a 5ms(!) response time), an intelligent sensor that adjusts picture settings according to ambient conditions for the purpose of power savings and minimizing eye fatigue, and “24 Real cinema”, which shows films in their native 24 frames per second, eliminating typical “judder” when viewing fast-paced movement in movies.

In no way is the LG Scarlet “just another product release”, with this many new advances and game-changing design elements, not to mention a unique advertising campaign that emphasizes the Scarlet line’s special attributes, we can be sure that the LG will be the next “it” TV for the style and tech-conscious. Available in two 32” sizes (with different contrast ratios and design being the main difference) and a single 42” model – watch out for their specs and full feature list in HWM and in future product reviews!