National Press Release

Hitachi Launches Ultra-thin LCD Flatscreens - The New Shape of Freedom

April 2008

Thinnest production flatscreens offer all round visual appeal for unprecedented freedom of placement

Hitachi has re-engineered the flatscreen from the inside out to deliver the radically sleek UT Series - a new generation of ultra-thin (UT) LCD panels that are a staggering one third the depth of conventional flatscreen TVs.

With a tiny 35mm profile and weighing as little as 10.9 kilos, the new streamlined models are also the first to offer 360 degree styling, making them slimmer, lighter, and simply stunning from every angle. Easier and more convenient to position, they offer greater freedom of space, movement and placement within the home or in commercial installations - to fit in beautifully with the most image conscious lifestyles.

Available in 32-inch HD (UT32MH70) and 37 and 42 inch 1080 HD formats (UT37MX70 and UT42MX70), the new range uses IPS LCD technology for superior brightness, contrast and colour; ensuring that their small profile doesn�t compromise on large-screen viewing performance.

With the UT Series there is no need to confine the flatscreen to a corner or with its back against a wall. Concealed cabling and minimalist stand, combined with elegant design details, chamfered edges and polished accents carried �all the way round� the frame ensures that each model looks as appealing from the back as from the front. This radical new design approach frees users to position the new screens wherever and however they like.

The UT Series can be used to display stunning High Definition images and standard output from freeview, satellite and cable digiboxes; DVD players and recorders; games consoles and other multimedia devices via an HDMI connection. Models are available in a choice of elegant colour options - (details to be confirmed) - to compliment perfectly with both modern and traditional interiors.

Ground Breaking Technology
Hitachi has drawn on its global expertise, diverse technology portfolio, and inspirational design to reduce flatscreen profiles by up to 66% - delivering the UT Series well ahead of its competitors.

How? By making the LCD layers more compact, replacing components with chips, slimming the power-unit and re-designing the ventilation system, Hitachi has effectively reduced heat dissipation, improved air-flow and minimised footprint without compromising on viewing performance or component reliability. The result is a complete HD capable, LCD unit with integrated power supply that is only one third of the size of traditional flatscreens.

All panels benefit from Hitachi's proprietary IPS (In Plane Switching) technology which ensures brighter, sharper and clearer images with better contrast and truer colour output, ideal for making the most of today's high definition digital content.

Freedom to Fit in Beautifully
Reflecting current trends towards loft-style and open plan living, the UT Series' minimalist frame and unique 'front AND back' styling removes the constraints associated with traditional TV placement. No longer restricted to walls and corners, the new flatscreens can be used to divide and enhance living, entertaining and work space providing a focus for viewing anywhere the user wants.

"For Hitachi, it's all about products evolving around people and not vice versa. Users want bigger and better viewing experiences but they also want unobtrusive devices with greater flexibility to 'fit' their interiors and their lifestyles. Today, space, convenience and ease of use are what really matters." comments Richard Bass, senior manager - Display Products for Hitachi Digital Media Group.

"Our new flatscreens are designed to fit this vision - thinner, lighter, simpler, and available in coloured options they offer users new levels of freedom with which to innovate their living space. Similarly for commercial installations such as hotel rooms; reception and public areas; shop windows and store displays, the UT series gives more freedom of application and installation than ever before."

Availability
The UT32MH70 is available in Europe from April with the UT37MX70 and UT42MX70 following in May and June. All models can be wall mounted but will ship with a table top stand. An optional floor stand is also available. Colour choices may vary in each country. While the new screens are easy to integrate with existing digiboxes and multimedia devices via HDMI, Hitachi plans to launch a dedicated digital tuner to compliment the UT Series design in October 2008.

The New Hitachi Ultra Thin LCD Flatscreens

• Super-slim, 35mm profile - only a third of the depth of traditional flatscreens
• Exquisite design - 360 degree styling with concealed cables, ergonomic stands & colour options
• Greater freedom - slimmer, lighter, & simpler for more flexible & innovative placement & use
• Quality Performance - Available in 32 inch HD (1366 x 768), 37 and 42-inch 1080 HD (1920 x 1080) models, all with IPS LCD technology

Click HERE for brochure

- ends -

About Hitachi Digital Media Group
The Digital Media Group, which is part of Hitachi Europe Ltd, is responsible for pan-European sales and distribution of Hitachi's leading digital displays, cameras and projection products.

With three key product areas, Hitachi Digital Media Group provides leading-edge digital solutions for the home and business environments. Key product groups are: display solutions, which include High Definition Ready Plasma and LCD TVs; a range of business 3LCD projectors; 7th generation DVD and Blu-ray Disc Camcorders.

For further information please visit Hitachi Digital Media's website at http://www.hitachidigitalmedia.com

About Hitachi Europe Ltd
Hitachi Europe Ltd., is a wholly owned subsidiary of Hitachi, Ltd., Japan. Headquartered in Maidenhead, UK, it has operations in 15 countries and employs 500 people across Europe, the Middle East and Africa. Hitachi Europe tailors its services and solutions to meet the specific needs of its customers. Hitachi Europe comprises ten key business areas: power and industrial systems; rail; industrial components & equipment; information systems; digital media; display products; air-conditioning and refrigeration systems; procurement and sourcing; corporate technology group (research & development) and the Hitachi Design Centre. For more information about Hitachi Europe Ltd., please visit http://www.hitachi-eu.com

About Hitachi, Ltd.
Hitachi, Ltd., (NYSE: HIT / TSE: 6501), headquartered in Tokyo, Japan, is a leading global electronics company with approximately 384,000 employees worldwide. Fiscal 2006 (ended March 31, 2007) consolidated sales totalled 10,247 billion yen ($86.8 billion). The company offers a wide range of systems, products and services in market sectors including information systems, electronic devices, power and industrial systems, consumer products, materials and financial services. For more information on Hitachi, please visit the company's website at http://www.hitachi.com.