Families from Rutherford, N.J.; Denver, Colo.; Granada Hills, Calif.; and San Diego, Calif. Selected to Join Program

New York, NY (September 19, 2007) - Panasonic, a leader in High Definition flat panel TVs, today announced the first four families to join its Living in High Definition program, a multi-faceted, experiential program, in association with researchers from the Center for Urban Research and Policy at Columbia University, that will explore how the latest High Definition television and video technologies can enrich the American lifestyle.

Between August 2007 and March 2008, Panasonic's Living in HD Program will identify 30 families to live with a complete suite of High Definition technology products and related services worth an estimated $20,000, including a large screen 1080p Plasma television, HD camcorder, digital cameras, Blu-Ray DVD player, laptop and photo printer, home theater system and gaming system.

The Benders from Rutherford, N.J., the Harris family from Denver, CO., the Rockford family from Granada Hills, CA. and the Miller-Williams-Rawlins-Magill family from San Diego, CA was selected by Panasonic for the study because of their unique stories and needs. These families are the first four chosen to join Panasonic's efforts as it explores how the latest High Definition television and video technologies will impact people's lives. Each of the inaugural Living in HD families has a different story to tell:

The Bender Family of Rutherford, NJ
A family of six all living under one roof, the Benders are a close-knit group of hard workers - especially dad James, who currently works three jobs to support the family. This fall, their lives will get even busier as the entire family works to realize a dream by opening their first Italian restaurant.

The Harris Family of Denver, CO
The environmentally-conscious, world-traveling Harris family have raised two award-winning athletes who have followed in their parents' footsteps. The family enjoys spending time together and reaching out to others through their church and feeding the homeless.

The Rockford Family of Granada Hills, CA
The Rockford household ranges in age from their 12-year-old daughter, a dancer, to the 79-year-old grandmother who watches wrestling three nights a week. Between caring for six pets, attending Sci-Fi conventions and participating in Japanese festivals, there's never a dull moment in this family.

The Miller-Williams-Rawlins-Magill Family of San Diego, CA
Not all families are blood-related and the Miller-Williams-Rawlins-Magill family prove it. This group of male surfers spends every weekend together surfing; they also go camping as a group and take an annual two week vacation to visit a different destination around the world.

"The arrival of the first families into the program is a very exciting moment," said Dr. Paul Liao, Vice President and Chief Technology Officer of Panasonic Corporation of North America. "Through these four families, we can truly begin to learn how each of them will change as they begin to live life in High Definition."

The family members will use the range of High Definition products to document their lives and complete a monthly Panasonic-assigned challenge that demonstrates their ability to come together as a family using HD technology. Videos introducing each of the families can be viewed at www.LivingInHD.com. Throughout the course of the program, select footage from the challenges will also be posted on the Living in HD website.

The content created by these families will also be incorporated into a documentary film to provide a historical record that captures the interaction of families encountering new HD technology for the first time. Brett Ratner, acclaimed producer and director of movies including Rush Hour 3 and X-Men: The Last Stand, will serve as creative advisor to the documentary, along with other film makers.

The Second Challenge: What Does A Modern Family Mean to You?
New families will be added to the program on a regular basis and the study will continue through February 2008. Families who are interested in applying can submit an application, including a description of their family, why they would benefit from this program and how they would complete the next challenge: What Does A Modern Family Mean to You? Phase II applications are being accepted now through September 29, 2007. Complete rules can be found at www.LivingInHD.com.

About Living in HD
The Living in HD program was created to understand how people's lives will change as they become aware of the full potential of HDTV. This project will become a strategic hub for HD consumer product development. The goal is to understand the HD digital lifestyle and how to facilitate the new user experiences that make up that lifestyle with easy-to-use products. Families are accepted into the program on an ongoing basis and a panel of judges - Brett Ratner, Kevin Smith, Justine Shapiro and Robert Wilson - will review the applications and select families based on a number of criteria. The panel looks for a variety of diverse families from across the country with compelling, real stories to share with the American public. For more information on the program or submission process, visit www.livinginHD.com.

About Panasonic Consumer Electronics Company
Based in Secaucus, N.J., Panasonic Consumer Electronics Company (PCEC), a market and technology leader in High Definition television, is a Division of Panasonic Corporation of North America, the principal North American subsidiary of Matsushita Electric Industrial Co. Ltd. (NYSE: MC) and the hub of Panasonic's U.S. marketing, sales, service and R&D operations. Information about Panasonic products is available at www.panasonic.com.

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