MUMBAI: Phillips Electronics India is striving to up the ante in television technology to compete in an increasingly tough market. If last year, it introduced Pixel Plus 2 technology, it has now brought in ambient lighting (ambilight) technology for its plasma and LCD TV sets.

The company states that the technology makes the viewing experience more intense by throwing a soft glow on the wall behind the screen to enhance perceived brightness, contrast and colour accuracy. Ambilight projects background lighting from the rear of the TV set onto the wall behind the set.

Ambilight works by analysing the incoming TV signals and producing background lighting that matches the images displayed on the screen. There are four fixed preset and two special active preset modes. There is a relaxing mode and a dynamic mode that responds faster to the action on the screen.

Speaking on the occasion Phillips Electronics India executive director and senior VP consumer electronics D. Shivakumar says that ambilight provides a cinema like viewing experience.

On the occasion of the launch Phillips invited director Pradeep Sarkar who made Parineeta to speak. Abroad Phillips used Martin Scorcese who made The Aviator. Both these directors spoke on the use of light, shadow and colours.

Sarkar said, "The ability to recreate the magic of the big screen on television makes it possible for cinema buffs to enjoy a true to life reproduction of various nuances including colour and light. It is critical that viewers are able to enjoy the full spectrum of the cinema as intended by the director."