US - Samsung Electronics affirmed its global leadership in the burgeoning mobile TV category by demonstrating several "world's firsts" among its line-up of nine handsets crossing multiple mobile broadcasting platforms - Satellite DMB (S-DMB), Terrestrial DMB (T-DMB), Media FLO and DVB-H. These various mobile broadcasting standards will bring large-volume multimedia, television and radio content direct to consumers via their mobile handset.

Samsung is at the forefront of the mobile TV revolution and is currently in talks with operators in the U.S., Europe and China to bring mobile TV technology to the market in preparation for commercial launch of mobile TV services in 2006. In addition to showcasing seven of its Satellite and Terrestrial Digital Multimedia Broadcasting (DMB) phones, Samsung will unveil the SPH-B4100, the world's first dual DMB phone, enabling consumers to enjoy both S-DMB and T-DMB in one phone. With its unique landscape view design, the B4100 gives consumers a more ergonomic device for experiencing mobile TV. The phone also has a Picture-in-Picture (PIP) function allowing consumers to view S-DMB and T-DMB channels at the same time. The B4100 is expected be on the market in early 2006.

Samsung also will demonstrate for the first time a handset developed for Qualcomm's MediaFLO mobile broadcasting platform. Beyond its wireless multimedia content capabilities, the handset's two megapixel camera with integrated flash allows users to capture still images and video, which can then be viewed on the phone's 262,000-color TFT display, shared with friends via a high-speed data connection or stored on a microSD card in the phone's external memory slot. Samsung's iconic swivel screen design will allow users to view streaming video or multicast packet data in landscape mode, further enhancing the multimedia experience.

"Samsung continues to develop the premium mobile handsets that give consumers the ultimate multimedia experience and allow them to fully realize the power of mobile broadcasting," said said Kitae Lee, president of Samsung's Telecommunications Network Business. "Our impressive line-up of mobile TV phones here at CES illustrates Samsung's success at working across multiple platforms to deliver products that can truly serve as personal multimedia portals for connected consumers."

Samsung's History in Mobile TV
Samsung was the first in the world to invent the S-DMB chipset in February 2004 and succeeded in applying the chip to the world's first S-DMB phone, SCH-B100, in May 2004. When the trial service for S-DMB began in January 2005, Samsung was the sole provider of the S-DMB handset (SCH-B100) until the official launch in May 2005. Samsung has introduced five S-DMB phones (SCH-B100, SCH-B130, SCH-B200, SCH-B250, SCH-B360) to date in the Korean market and will continue to introduce more S-DMB phones.

Samsung also completed the development of its first T-DMB phone, SPH-B1200, in February 2005. Once the T-DMB service for mobile phones begins in Korea in January 2006, Samsung is equipped for commercialization of the T-DMB phones. Samsung is in collaboration with Germany's T-Systems to bring T-DMB phones to the German market in preparation for World Cup 2006.