Also making a quick appearance were members of the Sharks NRL football team who just happen to be sponsored by LG the makers of the new Scarlet LCD TV and a host of reality TV rejects who appeared quite happy sipping warm pink champagne.

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Unknown models parade on a catwalk

In a desperate attempt to reverse their declining position in the LCD TV market LG, under the direction of Warren Kim the former national merchandising manager for Telstra's Digital, Data, IT and Fixed Line business the Korean Company is spending over $100 million dollars in an attempt to take market share away from Sony, Samsung and Panasonic in the flat screen TV market.

LG's strategy however is flawed. Rather than be evolutionary like Sony Samsung and Panasonic LG has chosen to be revolutionary. Their strategy is wrapped around the launch of a bright red backed LCD TV called Scarlet.

Talk to any automotive marketing manager and they will tell you that red cars do not sell and even worse is their resale value.  But to convince consumers to buy a red backed TV which in 2 years time will look so dated is a massive risk.

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