LAS VEGAS, Jan. 4 (Korea Bizwire) – South Korean home appliance maker LG Electronics Inc. showed its new lineup of flagship organic light-emitting diode (OLED) televisions at an annual U.S. trade show Wednesday, as it seeks to get a bigger slice of the U.S. market for next-generation TVs.
The sleek and razor-thin 77-inch TV, displayed at the Consumer Electronics Show this week, is the latest push by LG to increase profitability as the global liquid crystal display (LCD) TV market becomes saturated amid tougher competition with Chinese brands.
OLED screens outperform LCD displays in terms brightness, slimness and power efficiency, but their prices are still very high.
Tim Alessi, head of product marketing at LG’s American unit, said in a statement that the new OLED TV lineup “demonstrates our commitment to innovation and leadership in OLED and the premium TV market globally.”
Equipped with top-of-the-line sound quality, “Viewers can recapture the magic of the cinema and experience their favorite movies with their original clarity, depth and imagination intact,” Tim said.
The new OLED TVs “apply the same technology and expertise used in the majority of premium Hollywood productions from moves to episodic series,” according to the statement.
It allows consumers to enjoy the most vibrant and lifelike viewing experiences while accurately recreating the artistic intent of content creators, LG said.