LG Electronics today unveiled its 2015 global TV lineup in Seoul, announcing at the same time its DUAL PREMIUM strategy to focus on the premium TV market with its new TV lineup. With its DUAL PREMIUM strategy, LG hopes it can secure a leading position in the global premium TV market with OLED TVs while simultaneously expanding the size of the premium TV segment to create more opportunities for its new PRIME UHD TVs.
LG unveiled a slate of new OLED TV units, including 55-, 65-, and 77-inch models with curved and flat screens. The new 55-inch 55EC9310 model sells at 3.69 million won.
The company also introduced its ABCD concept to encapsulate the main benefits of its OLED display technologies:
- Angle (A): LG OLED TVs assure that even viewers sitting off-center will enjoy exceptional picture quality.
- Black (B) and Color (C): The OLED lineup incorporates several advanced display features, including LG’s proprietary WRGB OLED technology, for rendring images with perfect blacks, colors and infinite contrast ratio.
- Design (D) : LG’s Art Slim design philosophy focuses on creating the slimmest TV possible while keeping the overall aesthetic clean.
LG’s PRIME UHD TV, which is a tier above the company’s ULTRA HD TV, boasts features such as ColorPrime technology, ULTRA Luminance, 4K In-Plane Switching (IPS) panel and Prime Mastering Engine. LG says the ColorPrime technology magnifies the range of colors that can be displayed on screen by utilizing different LED phosphor colors, creating greater image depth. ULTRA Luminance technology continuously analyzes the brightest and darkest parts of the displayed content in order to improve brightness and resolution. Equipped with LG’s 4K IPS panel, the TV renders detailed images at extremely wide viewing angles. What’s more, the Prime Mastering Engine optimizes the settings of the TV to boost picture quality.
In addition, LG’s PRIME UHD TV (Model 55UF9500) comes with the thin 8.5mm UltraSlim Design display. LG’s integrated Auditorium Stand matches the metallic finish on the bezel around the screen. The stand also complements the centralized Harman / Kardon sound system by functioning as a sound reflector.
LG plans to market 11 new models of the Super UHD TV, including 79-, 65-, 55-, 49-, and 43-inch versions as a part of targeting the high-end TV segment.
LG’s new webOS 2.0 Smart TV platform is an upgraded version of the company’s original webOS user interface. WebOS was originally designed under the "Make TV Simple Again" concept in an effort to counter the frustration with overly complex TV menu systems.
The company will launch its premium TVs in overseas markets beginning at the end of March.
LG Electronics also announced plans to partner with Chinese and Japanese firms in a bid to make OLED display televisions more mainstream.
But the world's second largest television maker did not name those companies.
Some Chinese TV makers like Skyworth Digital Holdings Ltd and Konka Group Co Ltd are using OLED.
In response to the privacy concerns related to data encryption of smart TVs, LG said all the new TV models are equipped with data encryption so customers do not have to worry about privacy issues.