A controversial LG TV commercial, that introduces storage technology which allows consumers to cut out TV advertising by using a HD DVD recorder built into an LG Plasma and LCD TV, has been scheduled to go to air in Australia.
TV insiders say that the commercial could well be banned by TV stations who are trying very hard to stamp out any technology that allows consumers to easily by pass TV commercials. Channel Nine owner PBL has even gone to the extent of taking legal action against Australian Company Ice TV who have developed electronic program guide software that allows consumers to pre record TV programs onto DVD recorders, media centres and set top boxes and then remove the TV commercials.
PBL barristers in the NSW Federal Court have claimed that Ice TV are in breach of Australian copyright laws by identifying within the Ice TV software which TV programs are scheduled to go to air.
LG Marketing General Manager Paul Jenkins has told SHN that LG is aware of the potential ban and that both LG and their agency are aware on the message that the commercial communicates.
The commercial which is an extension of the now famous LG Tuna advertisement have been developed to promote a new range of LG Plasma and LCD TV’s that contain a high-definition digital video recorder (HD DVR), allowing consumers to record, pause and rewind live television without needing a separate recorder. The only technology missing from the range is a built in electronic program guide that would allow consumers to pre record shows and then remove the commercials.
A leading CE Marketing executive said “LG are in the box seat, they have a TV commercial that creatively tells consumers how to use simple technology to remove a TV commercial which most people don’t want to watch. On the other hand if the TV commercial does get banned every major media organisation will run the story and in today’s Internet environment the commercial will get run time and time again online as the TV commercial that the TV stations did not want consumers to see. Either way LG are in a win, win situation”.
Daren Goble the marketing manager for audio visual at LG said “We will have to wait and see what the TV stations do. It is inevitable that Companies like LG are going to deliver recording technology built into TV systems. TV stations are going to have to learn to live with this”.
The two models feature a continuous recording function that automatically records television broadcasts as they are being watched. This is then stored to the built-in 250GB hard drive so the live broadcast can be paused or accessed later.
There are currently two models in the new LG HD DVR series, a 42-inch LCD (the 42LC2DR) and a 50-inch plasma (the 50PB2DR). Both are capable of storing up to 40 hours of HD or 100 hours of SD footage.
The beauty of the HD DVR televisions is that only one remote control is required to switch the television on or off and record, pause and rewind the broadcast. Previously you would have needed a separate DVR unit.
Both screens offer a resolution of 1366×768 as well as two HDMI inputs to allow connection to devices such as DVD players and home theatre systems.
RRP 42LC2DR: $5375
RRP 50PB2DR: $6875
