LG Electronics' 2019 premium TV lineup featuring OLED and NanoCell TVs will begin rolling out this week.

This year, OLED models will make up 20 percent of the company’s high-end TV portfolio. Consumers in South Korea and the United States will be the first to be able to take home a 2019 LG TV starting this month with availability in markets of Asia, Europe and South America to follow soon thereafter.

Featuring a wider range of screen sizes up to 86 inches, this year’s OLED and NanoCell LCD TVs from LG will offer upgraded AI picture and sound quality thanks to the company’s second generation α (Alpha) 9 Gen 2 intelligent processor and deep learning technology. New LG TVs will receive an upgrade mid-year to support Apple AirPlay 2 and Apple HomeKit for streaming of video and audio content to Apple’s smart home products. 2019 LG TV owners can also expect to receive a firmware update that will add Amazon Alexa support to complement Google Assistant which is included out of the box.

The α9 Gen 2 processor in LG’s W, E and C series of OLED TVs elevates picture and sound quality with deep learning technology and access to an extensive database of visual information. This allows the processor to optimize the images by recognizing source quality and implementing the best algorithm to display an image. The processor also analyzes ambient conditions to achieve the optimal level of screen brightness.

LG’s 2019 home entertainment lineup is led by its OLED TVs in a variety of screen sizes: W9 (model 77/65W9), E9 (model 65/55E9), C9 (model 77/65/55C9) and B9 (model 65/55B9). The first 8K OLED TV (model 88Z9) expands LG’s premium TV portfolio while NanoCell. Select 2019 OLED and NanoCell models support HDMI 2.1 for the viewing of 4K content at a fast 120 frames per second as well as offering 4K high frame rate (4K HFR), automatic low latency mode (ALLM), variable refresh rate (VRR) and enhanced audio return channel (eARC).

Moreover, 2019 TVs from LG adjust content compatible with Dolby Vision to ensure an HDR experience, even in brightly lit conditions. The α9 Gen 2 also fine-tunes audio according to content type, making movie and TV dialogue easier to understand. While the AI can adjust audio settings to ideal levels based on the environment, users can also make manual adjustments if they wish. LG’s flagship TVs again feature Dolby Vision and Dolby Atmos.

LG’s NanoCell range for 2019 comprises fourteen AI-enabled models, available in sizes varying from 49 to 86 inches. Other LG TV models in the lineup for this year include the 8K OLED TV (model 88Z9) and the rollable LG SIGNATURE OLED TV R (model 65R9).

Although LG did not announce pricing details for its 2019 TVs, the company held a launching ceremony in S. Korea Wednesday, and announced price cuts for its flagship OLED TV lineup.

LG is offering price cuts of up to 30 percent for the nine OLED models compared to last year’s lineup.

The largest 77-inch OLED models are expected to be launched with price tags of between 12 million won ($10,630) and 18 million won, while 65-inch models will be priced between 5.2 million and 8.9 million won. Prices of some 55-inch OLED TVs start at 2.7 million won.

There have been rumors that the rollable OLED TV model could be priced around 40 million won, but Kwon dismissed the claim, saying, “We are still in talks to decide a reasonable price with distributors.”

The LCD models are also hitting the market with price cuts of as much as 20 percent.