Addressing a press conference here, LG Electronics managing director K R Kim stated: ``LG Electronics has adopted an ambitious strategy that aims at unique hi-tech goals in its core competence. Our plan for the millennium is to bring in futuristic yet-to-be invented technologies and sensational products backed by energetic research and development.''

The Korean company had adopted a new business philosophy of ``digital management'' earlier this year to focus on establishing a management system and organisational structure that can proactively respond to the challenges of the digital age. The core values of this philosophy include innovation, openness by responding to the changing environment with an open mind and flexible behaviour and establishing partnership to ensure the bestperformance.

``Digital is the mantra for the new millennium. We, at LG, plan to proactively provide the market with latest products based on digital technologies in all segments--consumer electronics, home appliances and IT, and promote an image of a company equipped with technology leadership for future and to solidify the LG brand image,'' said Rajeev Karwal, vice president, sales and marketing.

He added that the new digital range, christened Digital ez LG, is the result of the company's understanding of people's needs, foresight and technological prowess.

LG Electronics announced that it was upgrading all its products to incorporate the digital technology, whereby the products would have the capacity to process information received by it in binary code. This leads to more orderly and accurate processing of information.

The digital range unveiled comprises interactive television, 100 Hz Flatron TV, digital projection TVs, LCD TV, digital focus refrigerators, inverter refrigerators, digital selfdiagnostic washing machines, digital plasma airconditioners, digital laser sensor airconditioner, portable MP-free music system, DVD player, internet station, LCD projector, digital PC video camera and 17 inch flatron monitor and CD rewriteable drive.

Karwal added that the future advertising and communication would focus on the digital technology incorporated in the products. The first phase of such advertising is scheduled in break in the media early next week, building up the mood for the festival and wedding season.

Some of the products incorporating digital technology are priced at a premium of 2-10 per cent, while a few are new introductions. In the case of digital focus refrigerators and digital plasma airconditioners, there would be no change in prices. Karwal further stated that some of these products were given to the dealers during the last 10 days. Other products such as infra red microwave oven and internet stations are due to be launched soon.

Karwal claimed that LG was the first company toincorporate digital technology in its range of home appliances. Explaining the advantages of this technology with examples, Karwal said, in a refrigerator, the digital sensor detects new items that are placed in the fridge, and, then chills it by concentrating cool air on them. Similarly, the digital inverter technology in the products optimises the use of energy based on the usage pattern of the product, ambient temperature, load on the products etc.