By Patrick Avenell

MELBOURNE, VIC: One of the emerging Chinese suppliers in the TV category, Changhong has released its 2010 range of LED LCD TVs, as well as a new branding initiative. Previously, Changhong TVs have been marketed in Australia under the brand Celestial.

In order to align its branding with its global operations, Changhong products will now self-branded in the Australian marketplace. The name ‘Changhong’ means ‘Long Rainbow’ in the mother tongue.

Across two dealer events in Melbourne this week, Changhong launched its new LED range to retailers and sales staff from Harvey Norman and The Good Guys. These two retailers have been the strongest supporters of Changhong since it first arrived in the Australian market.

Changhong’s new LED range is called the Lotus 07 Series. There are seven models in the range: 19-inch, 22-inch, 24-inch, 42-inch, two models at 46-inch (white and black) and 55-inch. The five larger models have a dynamic contrast ratio of 100,000:1. The two smallest models are 10,000:1. The six largest models in this range are Full HD 1080p.

All the models from 42 inches and up feature USB playback, SD Card slot and 3 HDMI inputs. Features of all models include 100Hz progressive scan, picture status memory and preset programs. The four largest models are 3.75 centimetres thick.