Kwon Bong-suk, executive vice president and CEO of LG Home Entertainment Unit, announced at IFA the company’s plan to introduce its own version of quantum dot TVs next year, taking on Samsung. LG plans to position OLED TVs in the premium TV segment and LCD TVs, which can compete with quantum dot TVs, in the category lower than OLED TVs.

"We will unveil our own version of quantum dot TVs next year, which are somewhat different in kind from quantum dot," Kwon Bong-suk said.

It means that LG plans to release a new LCD TV using a quantum dot filter, which is not used by ruval Samsung Electronics.

"OLED TVs target the top 2 percent of customers in the market, where around 200 million sets are sold per year," he said. "By introducing a new kind of quantum dot TVs evolved from LCD TV technology next year, we will satisfy customers with various needs."

In regard to a new type of quantum dot products, Kwon said, "The price of OLED TVs is US$1,000 (1.11 million won) more expensive than premium LCD TV lineups. The new LCD TV to be released next year will compete in price with other LCD TVs so its price will not go up to the level of OLED TVs."

Japanese electronics companies, such as Panasonic and Sony, are expected to launch OLED TVs. But LG plans to differientate with an exclusive hardware platform, "that only LG can produce," at the CES trade show in January next year.