LG unveils razor-thin TV
Feb 24, 2017

Tech giant targeting global market with dual premium strategy

LG Electronics announced the launch of its premium TV lineup comprised of razor-thin organic light-emitting diode (OLED) models and the most advanced liquid crystal display (LCD) products, Thursday.

The global home appliance powerhouse hopes that its dual premium strategy will help boost its presence in the global TV industry.

LG held a press conference at its research and development (R&D) center in Seoul and unveiled the Signature OLED W-Series and the Super UHD TV lineup using “Nano Cell” display.

“Our 2017 TV lineup features state-of-the-art display technologies that break the boundaries of TV viewing,” said Brian Kwon, president of LG's home entertainment division.

“This year, we will continue to extend the premium TV market with a dual premium strategy based on our unrivaled OLED TVs and groundbreaking Super UHD TVs with Nano Cell displays,” he said.

“With these innovative TV products, our customers will be able to enjoy the best home entertainment experience that the industry has to offer.”

According to LG, the OLED W series are scheduled to hit the Korean and U.S. markets later this month, while the Super UHD TVs will be available in the weeks to come.

However, customers in other markets have to wait until the second quarter of the year.

The ultra-slim OLED W models that are less than 4 millimeters thick offer the latest TV technology of high resolution for cinema-quality color. In addition, its W series feature Dolby Atmos sound for the first time in the market. The W stands for wallpaper and refers to the TV's new “picture-on-a-wall” design.

LG's new OLED series are already drawing rave reviews globally, as evident at the Consumer Electronics Show held in Las Vegas in January, where its 77-inch version received the best innovation award in the video displays category.

“The Signature OLED TV embodies the company's pursuit of the best possible viewing experience, featuring the most advanced technologies available in the display industry,” said an LG official.

Amid the growing positive sentiment toward its OLED models, LG has already set a higher aim for this year's sales volume.

“We will try to increase its sales of OLED TVs by 150%,” Kwon said, adding that the OLED sales accounted for more than 10% of the total TV sales in 2016.

According to market researcher IHS market, LG topped in the $2,500-plus, high-end TV sales last year, with its global market share reaching 43.1%, up from 17.5% a year ago.

“The outcome shows that OLED TV is recognized as a premium TV,” he said, adding that the OLED market will continue to expand unlike some market forecasts that it will scale down.

Along with the OLED TVs, LG has high hopes for the upcoming LCD products featuring Nano Cell technology. The technology uses one nanometer-sized particles to offer more accurate color reproduction.

The Nano Cell display achieves impressive picture quality by absorbing stray lightwaves, resulting in purer, cleaner colors. This light absorbing capability allows LG's new LCD displays to filter out specific colors with much greater precision, rendering each color exactly as it was intended.

The company also said that the Nano Cell can deliver consistent colors at wider viewing angles with virtually no color difference between viewers seated directly in front of the screen and those watching at a 60 degree angle.

Source:The Korea Times

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