In a breathless press release poised halfway between Private Eye's Pseud's Corner and a New Age candle catalogue, Philips has announced Aurea – the new name for its Ambilight TV technology.

Now, we really rate Ambilight, an innovative, picture-boosting lighting system boasted by Philips flatscreen TVs, but even we wouldn't go as far as the "Seduction By Light" claims for Aurea.

According to the blurb: "Aurea brings light and colour to life in an unparalleled, highly visual and immersive fashion, drawing the audience into the full emotional experience Ambilight offers. Aurea marks a departure from the world of television as we know it today. "

"An entertainment experience that creates an emotional experience that goes far beyond normal viewing, Philips has also partnered with creative film director Wong Kar Wai to create a short film, inspired by the concept of seduction by light, which will be shown exclusively on next generation Ambilight televisions."

Aurea - along with the next-generation of Philips LCD TVs - will be unveiled at the massive IFA electronics show, held in Berlin later this month. We'll be there (lighters aloft) to report back on the experience, along with all the other product news from this release-packed event.

In the meantime, get your Aurea fix at the special Seduction By Light website...

More after the break