The Japan-owned company, which released its first plasma panel in 1997 and also launched the world's first 50-inch 1080p panel last year has been devoted to the technology since, and will now hedge its bets on two full-HD plasmas and two HD versions housed in a new-look, shiny black chassis, and sporting the new Kuro branding.
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Accompanying the four plasmas at the launch, scheduled for 19 September in Sydney, will be a new Blu-ray player, two new DVD recorders with built-in digital tuners and a home theatre system "designed and built to complement Blu-ray," according to the company.
The Kuro branding represents a partnership with TBWA, a global creative agency. With TBWA on board, Pioneer is re-defining its target audience, attempting to appeal to consumers not according to their age or gender but rather "through their shared passion for premium quality products and their refusal to settle for second best," said the company.
"In today's environment, the incomparable quality and performance of our Project Kuro display panels distinguishes Pioneer from the rest of the market but that may not be enough on its own," said Pioneer Electronics Australia national marketing manager for the home entertainment group, Mark Anning.
"Instrumental to the success of Project Kuro will be the newly-forged relationship with TBWA, who have a tremendous reputation stemming from successful marketing initiatives for brands like Apple Computer, Adidas and Pedigree."
