Pioneer Unveils KURO Flat Panel Technology Concepts for Extreme Contrast and Ultra Thin 9-mm Thick Display at 2008 CES

Pioneer Corporation (TOKYO:6773)(ISIN:JP3780200006) (President and
Representative Director: Tamihiko Sudo) today unveils concepts for
future plasma display technologies under the code name "Project KURO"
at the Consumer Electronics Show in Las Vegas. After a year where it
was proved that its award-winning plasma technologies are leagues
above the rest of the HDTV industry in picture quality, Pioneer
engineers preview future Project KURO concepts for extreme contrast
and advanced design. The extreme contrast concept realizes the
reproduction of absolute black, and the advanced design concept
becomes the world´s thinnest 50-inch display(1) at only nine
millimeters (mm) thick.

- Project KURO extreme contrast concept

The extreme contrast concept is the industry´s first plasma that
can achieve absolute black with no measurable light emitting from the
display, when reproducing black. Contrast ratio is defined as the
ratio of the luminosity of the brightest color (white) to that of the
darkest color (black). A high contrast ratio is desirable to recreate
ideal picture quality. In televisions, the truer the black, the more
accurate the color.

Exploiting the advantages of self-emitting displays, Pioneer has
succeeded in reproducing absolute black by achieving zero-idling
luminance in more than six million cells. Ultimately, the KURO extreme
contrast concept has a contrast ratio that is literally beyond
measurement, rendering the debate of contrast ratio irrelevant.

- Project KURO advanced design concept

At nine millimeters (mm) thick - the world´s thinnest in 50-inch
class(1), this groundbreaking Project KURO technology results in a
picture that appears to be floating on a wall, creating an experience
for consumers where the television becomes simply a canvas for great
entertainment. In addition, its extremely light weight (18.6 kg/41
lbs) allows the television to easily be wall-mounted, contributing
handsomely to interior decor.

The Pioneer future Project KURO concepts - part of Pioneer´s true
engineering passion to deliver an emotional entertainment experience -
will be showcased at the 2008 International CES in Las Vegas (CES
Booth #9827) from January 7 to 10.

(1) According to Pioneer survey, as of Jan. 7, 2008.

About Pioneer:

Pioneer Corporation, headquartered in Tokyo, is a leading global
manufacturer of consumer- and business-use electronics products such
as audio, video and car electronics. Its shares are traded on the
Tokyo Stock Exchange.

For more information, please visit our web site at
http://pioneer.jp