LG Electronics Inc. Thursday unveiled its 2017 SUPER UHD TV featuring so-called its Nano Cell display technology along with the latest LG SIGNATURE OLED TV W, which was first unveiled at CES last month, in hopes the two new premium TV lineups further enhance its position in the global TV market.

“This year, we will continue to extend the premium TV market with a dual premium strategy based on our unrivaled OLED TVs and groundbreaking SUPER UHD TVs with Nano Cell display,” said Brian Kwon, president of LG Electronics Home Entertainment Company, adding that the company aims to up global sales of its OLED TVs to about 15 percent in its entire TV shipments this year after its OLED TV sales exceeded 10 percent of total sales last year.

LG SIGNATURE OLED TV boasts sleek razor-thin profile of the 65-inch W7 - less than 4mm thick when mounted on the wall - can create the illusion of gazing out a window, not of watching TV, the company claimed. LG’s 2017 OLED TV lineup offers Dolby Atmos sound for the first time in the market, delivering both better image and sound quality than its rivals’, the company said. LG will start to sell five 4K OLED TV models in Korea with screen sizes varying from 77/65W7, 77/65G7, 65/55E7, 65/55C7 and 65/55B7.

LG’s third-generation SUPER UHD TV lineup features so-called Nano Cell technology, using one nanometer-sized particles to offer accurate color reproduction, according to the company. The Nano Cell display improves picture quality by absorbing stray lightwaves, a main culprit that degrades color reproduction.

LG’s Nano Cell technology is considered as a direct competitor to Samsung Electronics’ nanotechnology dubbed quantum dots to perfect fluorescence performance. Its local rival Samsung Electronics markets its quantum dot TV as the QLED TV and the price of its latest QLED 4K TV starts at $2,500. LG has not revealed the price of its latest SUPER UHD TVs or SIGNATURE OLED TVs.

All 2017 LG OLED and SUPER UHD TVs feature Active HDR, a technology that is known to render brighter scenes and greater shadow details when displaying HDR content.

LG SIGNATURE OLED TV W will be available in Korea and the U.S. starting this month. SUPER UHD TVs with Nano Cell technology will become available in the weeks to come while customers in other markets will see both premium products beginning in the second quarter of 2017, the company said.

By Lee Dong-in

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