Pioneer to launch new high-definition plasma TV

LAS VEGAS (Reuters) - Pioneer Corp. (6773.T) said on Sunday it expects to introduce this summer what it described as its most advanced plasma high-definition television as it seeks to distinguish itself in an increasingly commoditized market.

The new TV, which Pioneer said will have richer colors, deeper shades of black and better contrast than predecessors, is part of the Tokyo-based company's push to better compete with rivals including South Korea's Samsung Electronics (005930.KS), LG Electronics Inc. (066570.KS) and Japan's Hitachi Ltd (6501.T), which offer both plasma and liquid crystal display, or LCD, televisions.

"We have to find our own balance and not simply follow the competition," Katsunobu Shioda, general manager of Pioneer's home entertainment business group, told Reuters after a briefing at the Consumer Electronics Show in Las Vegas.

Shioda said Pioneer's new TVs may cost more than its rivals' products, but will deliver better picture quality and performance. The company plans to announce prices and size options in May, he added.

Pioneer's current lineup includes 42-inch, 50-inch and 60-inch plasma TVs.