Pioneer is hoping for a little Apple marketing magic to rub off on its newly announced Vision plasma TV line. The Japanese brand has hired US advertising agencyTBWA\Chiat\Day to re-imagine its brand image. The LA-based group is best known for its iconic silhouette iPod adverts and will be charged with positioning the new range of deep black screens as luxury products. The move has been prompted by increasingly tough price competition in the flatscreen market. “We can no longer compete at the value end of the TV business. It’s not a place we want to be,” says spokesman Jim Catcheside.