Widespread consumer acceptance of LCD TV is today being driven not only by attractive pricing, but also by the increasing availability of full high definition (HD) broadcast TV and the upcoming launch of full HD optical disks (HD-DVD and Blu-Ray) and gaming platforms. This HD content will mean that the full high resolution (1920x1080, 2 megapixels) offered by widescreen LCD TVs will be a necessity rather than a luxury.

To meet this growing market demand, LG.Philips LCD’s Gen. 6 TFT-LCD fab, “P6”, came online last year making 32- and 37-inch panels, and their Gen. 7 fab, “P7”, comes online in the first quarter of 2006 producing 42- and 47-inch panels. These advanced facilities provide better economies of scale to deliver higher volumes of large and wide full HDTV panels at attractive price points.

Still, buyers sometimes hesitate when considering LCD TVs. Indeed two of the main issues LCD TVs have faced in the past have been related to viewing angles and contrast ratios. The introduction of LG.Philips LCD’s Super In Plane Switching (S-IPS) technology almost completely overcame the viewing angle problem, delivering a great image at almost any angle, with very little color shift.

The opening of LG.Philips LCD’s new Gen. 7 plant coincides with its development of “Enhanced Super IPS”, meaning even better image quality in LCD TVs in the future. But what does this really mean in detail?

In this Special Report, we look at what Enhanced S-IPS will bring to the customer… what value it will add to LCDs… and how manufacturers can bring real customer benefits through its use. Through interviews with leading figures within LG.Philips LCD and a leading analyst in the field, we aim to give you a clear overview of what this technology will bring to the fore.