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Philips has introduced a 100-inch LCD TV, which includes its exclusive Ambilight display technology, at last week’s IFA technology conference in Berlin.

Philips said that its latest prototype LCD TV measures a massive 100 inches and features four-sided Ambilight technology, called Full Surround, which is expected to create an immersive viewing experience by matching the color and brightness in the images on the screen.

In a statement, Rudy Provoost, chief executive officer, Philips, said that Ambilight backlighting is very much one of their innovative stellar products at the moment. They all know that High Definition TV is the future, but if one watches their Ambilight Full Surround, one gets a whole extra dimension to HD, an even more dramatic improvement of viewing experience.

There is also another version of Ambilight that has been unveiled, called Ambilight Surround, which features lighting units on three sides. Both variants of Ambilight will be demonstrated at IFA, including Philips Cineos 42PF9831D FlatTV with Ambilight Full Surround, and the Philips Cineos 37PF9731D FlatTV.

Meanwhile, the company said that it expects to sell one million Ambilight sets by this year’s end. However, it did not reveal a price or launch date.

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