LG Australia is set to be the first big TV brand to kick off their 2017 line-up in mid-March, in what is shaping up to be a battle royale for the top end of the premium TV market.
In the past LG, has had the OLED TV market to themselves, now they are going to have to compete with both Sony and Panasonic who later this year will launch new OLED TV models, ironically their display screens are manufactured by LG who have been desperately shopping for partners so that they can deliver volume production of their OLED panels.
According to Angus Jones Marketing Director at LG Australia, TV’s are the #1 category for the Korean Company. They recently hired Tony Brown the former Group Marketing Manager of Samsung’s TV Division to head up their TV operation.
The company’s two-pronged strategy will feature LG’s Signature OLED TVs, first unveiled at CES last month, along their new line of Nano Cell models. Both will become available in the coming weeks.
Traditional arch rival Samsung, believe that their new QLED TV technology is as good as what LG are offering with their OLED TV’s.
LG executives claim that what Samsung are really competing with is LG’s UHD Nano Cell technology which will also be revealed at the March launch.
Their Super UHD line-up features Nano Cell technology, which presents content with approximately one nanometre-sized particles for more accurate colour reproduction.
The LG Nano Cell display absorbs stray light waves and filters out specific colours for what the company calls greater precision, rendering each colour exactly as it was intended.
Samsung contends that this technology is what they had in 2016 and that their new QLED technology is “superior in many ways” to what LG is offering in 2017. They claim that QLED is not only as good as OLED but their TV’s will be significantly cheaper than the LG Premium OLED TV’s.
According to LG, the colour red on conventional TVs can blend with other colour wavelengths, such as yellow or orange, causing the colour to fade and take on a yellowish tint. They claim that LG Nano Cell reduces instances of colour fading, image instability and other colour degradation issues.
LG Nano Cell displays also serves wider viewing angles with virtually no colour difference between viewers seated directly in front of the screen and those watching at a 60-degree angle, LG said at CES.
Super UHD TVs feature Active HDR in the current available formats, including Dolby Vision, HDR10 and HLG. This versatility is compounded by the new HDR Effect feature, which processes standard definition content to improve brightness in specific areas and enhance contrast ratio, rendering more precise images.
The new lines range from 77 inches to 65 inches. They feature LG WebOS 3.5, equipped with enhancements for easier control and faster access when using the latest iteration of the company’s Magic Remote and new Magic Link features.
Viewers can instantly access favourite services and 4K content, from suppliers such as Netflix and Amazon Prime Video, by pressing a hot key on the remote control.
At this stage, It’s not known whether the Amazon Prime button will be available on the Australian models when they launch.