LG Electronics Inc. will introduce a new liquid crystal display (LCD) television using its so-called nano-particle technology at the upcoming Consumer Electronics Show (CES) in Las Vegas, throwing down the gauntlet to its long-time rival Samsung Electronics Co. in the latest TV display technology competition.

According to industry sources on Thursday, the Korean home appliance giant that has successfully positioned its organic light emitting diodes (OLED) TVs as premium TV series is expected to add a new TV model to its existing LCD TV lineup in a move to preempt its rivals in the tightly contested global TV market. LG Electronics has not yet announced the official name of the debuting TV, but it will highly likely be Nano TV, according to sources.

LG Electronics’ move to unveil a new LCD TV comes after Kwon Bong-suk, head of LG Electronics’ home entertainment division, in early September hinted at IFA, the world’s leading trade show for consumer electronics and home appliances, in Berlin, Germany that the company would introduce a new TV model to compete with quantum dot TVs targeting next year.

LG Electronics’ Nano TV has small mineral particles that are of the size of 1 nanometer or one billionth of a meter coated on the color filter of an existing LCD TV. Nano TVs still need a LED backlight to project images, but by using nano particles, LG Electronics has significantly improved the color depth and definition of the TV, sources said. It also displays clean and exact color without distortion from any viewers’ angle.

LG Electronics’ Nano TV is expected to compete with Samsung Electronics’ latest quantum-dot-based LED TV (QLED), which will also be showcased at the upcoming CES trade show that will be held from January 5 to 8.

Samsung Electronics recently announced its plan to reinforce its QLED TV lineup with full commitment to further improve its share in the global TV market. Samsung Electronics’ QLED TV applies 2 to 7 nanometer size tiny mineral particles to existing LCD TVs and uses a LED backlight to portray clearer color. The company said it has solved one of the downsides of a LCD TV that is limited viewing angle and succeeded in producing truly dark black color.

By Kim Dong-eun

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