LG aims to dominate premium TV market with OLED and Nano Cell Super UHD TVs

posted on Friday, 24th February 2017 by Steve May

4K  UHD  Dolby Vision  Dolby Atmos 


LG says it will adopt a dual premium screen strategy for 2017, promoting its OLED line-up alongside a new generation of Super UHD LED TVs using Nano Cell technology (pictured above).

It says it has “high hopes” that its dual premium strategy for TVs will expand its market share in the global TV industry. The brand’s LG Signature OLED TV W set, unveiled at CES, will be available in Korea and the United States starting this month. SUPER UHD TVs with Nano Cell technology will “become available in the weeks to come.” The UK and other territories will see both ranges beginning in the second quarter of 2017.

The design of the W7 series follows a ‘less is more’ philosophy. The 65-inch W7 (pictured below) is less than 4mm thick when wall-mounted. All the tuner electronics have been moved to a Dolby Atmos soundbar.


LG will introduce five 4K OLED TV models in Korea with screen sizes varying from 77/65W7, 77/65G7, 65/55E7, 65/55C7 and 65/55B7 in Korea. Specific models in other markets will be announced locally at the time of launch.

Nano Cell technology employs approximately one nanometre-sized particles to offer superior colour reproduction. LG says the Nano Cell display achieves impressive picture quality by absorbing unnecessary light waves, resulting in purer, cleaner colours. This light absorbing capability allows LG’s new LCD displays to filter out specific colours with much greater precision, rendering each colour exactly as it was intended.

                    Also read
                    LG 4K Ultra HD E6 HDR TV review
                    CES 2017 4K HDR UHD screens come of age

As an example, it suggests that 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 hue. Nano Cell Display also deliver consistent colours at wider viewing angles. 

LG Super UHD Nano Cell TVs are clearly going to be positioned against Samsung’s QLED line-up.

All 2017 LG OLED and Super UHD TVs feature so-called Active HDR. Active HDR allows LG TVs to process the picture scene by scene, inserting dynamic data where needed. The sets support Dolby Vision, HDR10 and HLG (Hybrid Log Gamma) broadcast HDR. 

Steve May

Inside CI Editor Steve May is a freelance technology journalist, who also writes for T3, TechRadar, Home Cinema Choice and ERT (amongst others).

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