Pioneer has hired PagetBaker PR to promote its high-definition (HD) plasma screens in the UK.
The agency is promoting this month's launch of the firm's 'sixth-generation' HD-ready screens, at the heart of Pioneer's 'pure digital home theatre' concept.
HD broadcasting is set to start in the UK next year, with the arrival of BSkyB's HDTV service.
PagetBaker will encourage sampling of plasma screens to enable journalists and consumers to experience the 'major differences' in respect of HDTV's quality.
Agency founder Lisa Baker told PRWeek: 'As the first to market HD-ready plasma TVs more than a year before the specification was even defined, Pioneer has an unparalleled heritage in the market.'