At a function at the Sydney Cricket Ground today LG is rolling out a new line up of TV's that include new OLED and models as well As models that easily deliver Netflix streaming.
But is not the OLED technology that is set to be the centre of the battle between arch rivals Samsung and LG.
LG Australia who are celebrating their Cricket World Cup success is set to fire the first salvo in what is set to be a bitter battle over who has the best 4K Ultra HD TV technology.
LG who has taken 3% market share from TV market leader Samsung claim that the market for OLED TV's is set to grow in Australia and that by 2020 OLED will represent 30% of the Australian market.
LG who has lifted their overall share of the TV market from 20.4% to 23.8% during the past 12 months has captured 31.7% of the 4K TV market.
According to LG executives the Company is struggling to keep up with demand for their OLED TV's due to a lack of stock.
Currently LG is selling a million dollars' worth of OLED TV's a month in Australia after retailers including Harvey Norman and JB Hi Fi slashed the price to $3278 and $3496 for a 65" model.
Retail partners for LG's 2015 TV range include JB Hi Fi, Harvey Norman who will have exclusivity on the $40,000 98-inch 4K Ultra HD UB980T TV, The Good Guys and Bing Lee.
LG said that 64% of the Australian market was now made up of 55" TV's while 65" models made up 25% of the market.
In 2015 LG will have 5 X 65" inch models, 1 X 70" model, 3X 79" inch, 1 X84", 1 X 98" and later this year a 105" model.
LG marketing manager Grant Vandenberg said that several models in their new range had been specifically configured to deliver Netflix streaming in Australia. He said
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that the launch of Netflix will change the way Australians access media, and that LG TVs were among the best available when it came to streaming Netflix from an LG TV or Blu-ray player.
"We're the only manufacturer offering these three technologies to consumers: OLED, 4K Ultra HD and LED/LCD," Vandenberg said.
Also in the 2015 lineup are three Curved 4K TVs, 55-inch (RRP $3,999), 65-inch (RRP $5,799) and 79-inch (RRP $11,999) these models are all Ultra HD.
According to Lambro Skropidis General Manager of Marketing at LG Australia the battle will not about OLED but who has the best picture quality across their entire range.
"OLED is the superior TV technology but at this stage it is still reasonable expensive. What is impressive is our new, Ultra Luminance, 4K in-Plane Switching (IPS) panel, and the LG Prime Mastering Engine that delivers a premium, cinema-like experience" he said.
ColorPrime models use proprietary technology that magnifies the range of colours that can be displayed onscreen by utilizing different LED phosphor colours, creating greater image depth and realism, LG said at CES.
Ultra Luminance technology continuously analyses the brightest and darkest parts of the displayed content in order to improve brightness and resolution.
The UF9500 series are among the slimmest LED TVs on the market, at as little as 8.5mm in depth. An Auditorium stand, designed in collaboration with Harman/Kardon, is said to enhance the audio system and provide an immersive audio experience.
Globally LG is now shifting most of its research and development to OLED so it will be interesting to see what LG has to offer later today.