SAMSUNG ELECTRONICS TECHNOLOGY FOR HIGH DEFINITION AV HOME NETWORK ADOPTED FOR LATEST CEA STANDARD

CEA-2027, the Newly Approved Standard from the Consumer Electronics Association Incorporates Samsung's HD Home Network Control Technology, Offers Innovative Solution to FCC Mandates for DTV Rollout

Ridgefield Park, NJ - July 12, 2004 - On July 1, the Consumer Electronics Association approved a new industry standard, CEA -2027, a user interface developed by Samsung Electronics for home networks using web protocols. The new standard signals the ability for Samsung and the digital audio/video industry to deliver pure high definition audio/visual entertainment for the home network.


In the next phase, an open consortium of consumer electronics manufacturers and service providers will be assembled with the aim of establishing a working group focused on advancing the standard. All interested parties will be welcomed.

Samsung's home network initiative developed for CEA -2027 is known as eXpandable Home Theater (XHT). XHT was developed in response to the FCC mandate requiring digital television manufacturers to integrate digital tuners beginning in July 2004 and to complete the national transition to DTV by 2007.

XHT enhances the ability of integrated digital televisions that incorporate ATSC tuners by allowing consumers to control content and devices, via internet protocol, into multi -rooms, for high definition audio/video networking with a single remote. XHT can also enable easy sharing of the high definition connectivity in their TV with other devices in their home, reducing the need to purchase multiple HDTV tuners.

XHT's user interface and web protocol, supported in CEA -2027 offers HDTV manufacturers a variety of advantages. HDTV manufacturers can immediately produce and sell XHT connectivity because it creates lower cost source devices such as HDTV tuners, DVD and DVRs and flexibility of a simple software solution for future upgrades. Service Operators, will also benefit by reducing costs to subscribers by simplifying or even eliminating HD set top boxes and related analog components through XHT connectivity. Furthermore digital broadcasters can offer different levels of service enhancing such features as video -on -demand and HTML data services.

"Samsung Electronics is proud of the efforts CEA has made to develop the CEA -2027 standard," said Mr. Dong -Jin Oh, CEO of Samsung Electronics America. "CEA standards continue to advance the digital AV industry, and most importantly, CEA -2027 with XHT will offer consumers simplified, upgradeable connectivity and control between HDTV and peripheral HD audio/video devices."

"We applaud Samsung's work in this area of DTV solutions," Said Gary Shapiro, President and CEO Consumer Electronics Association. "With more and more consumers joining the DTV transition each day, such innovative developments will allow CEA to create standards that will help manufacturers offer consumers a variety of choices today, as well as provide for compatibility with future technologies and devices."

Those parties interested in participating in the consortium can contact:

Jack Chaney - jchaney@sisa.samsung.com (408) 544 -5410 - or -

CK Lee - changki.lee@samsung.com (408) 544 -5411

About Samsung Electronics America, Inc.
Headquartered in Ridgefield Park, NJ, Samsung Electronics America, Inc. (SEA), a wholly owned subsidiary of Samsung Electronics Co., markets a broad range of award -winning, advanced digital consumer electronics and information systems products. The SEA organization oversees the North American operations of Samsung Telecommunications USA, Samsung Electronics Canada and Samsung Electronics Mexico. Please visit www.samsungusa.com for more information.

About Samsung Electronics
Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunications, flat panel display and digital convergence technology. Samsung Electronics employs approximately 70,000 people in 87 offices across 47 countries. The company is the world's largest producer of memory chips, TFT -LCDs, CDMA mobile phones, monitors and VCRs.

About CEA:

The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the consumer technology industry through technology policy, events, research, promotion and the fostering of business and strategic relationships. CEA represents more than 1,500 corporate members involved in the design, development, manufacturing, distribution and integration of audio, video, mobile electronics, wireless and landline communications, information technology, home networking, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA's members account for more than $90 billion in annual sales. CEA's resources are available online at www.CE.org, the definitive source for information about the consumer electronics industry.
CEA also sponsors and manages the International CES - Defining Tomorrow's Technology. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.

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