SANTA MONICA, CA -- Ushering in the Future of TV for American consumers, LG Electronics today begins selling 4K Ultra HD OLED TVs in the United States. LG's new 65-inch class (64.5 inches measured diagonally) 4K OLED model 65EC9700 offers the ultimate in picture quality, the first to combine Ultra HD's intense detail and OLED's superior contrast and color accuracy.
LG Electronics USA chose Southern California as the consumer launch pad for the 65EC9700 4K OLED TV, teaming up with high-end retailer Video & Audio Center to introduce the Future of TV to U.S. consumers for the first time at a VIP in-store event tonight in Santa Monica. Available for sale here today at $9,999, the 65EC9700 will be available nationwide later this month.
"LG 4K OLED TV will redefine how consumers think of picture quality," said Thomas Lee, senior vice president, home entertainment, LG Electronics USA. "OLED, on its own, already has been hailed as the best screen technology, and LG is leading the market as the only company to deliver big screen OLED TV. When consumers see the stunning capabilities of this technology combined with the higher resolution of Ultra HD, they will be simply amazed. There's nothing like it."
Joseph Akhtarzad, vice president and co-owner of Video & Audio Center's four LA-area stores, called LG's 4K OLED TV a "game changer" that will take the home entertainment experience to a whole new level.
"Since LG's launch of the industry's first 84-inch 4K Ultra HD TV in our Los Angeles store two years ago, we've seen firsthand that consumers are hungry for the Ultra HD experience," he said. "But they've never seen anything like LG's unique marriage of OLED and 4K Ultra HD technologies. LG calls it the 'Future of TV,' and I agree."
Infinite Contrast, Unparalleled Detail
With LG's WRGB OLED technology each pixel is made up of four sub-pixels, which equals roughly 33 million sub-pixels working to produce the most lifelike color and level of detail. Since no backlight is required, OLED can also reach black levels that are immeasurable, providing an infinite contrast ratio, one of the key elements of display performance.
Also unique to OLED is its subtly curved, razor thin design – less than a quarter inch, or the depth of just a few credit cards at the thinnest point. Due to LG's frameless, bezel-less "Cinema Screen" design, the picture on the screen virtually stretches from edge-to-edge. The new 65-inch class 4K OLED TV is wall mountable to offer installation flexibility, satisfying consumers who are seeking a stylish and cinematic wall-mounted television, or an elegant, leaf-shaped stand for tabletop use.
New Standards, Intuitive Interface
LG's 4K OLED TV, with four times the resolution of Full HD, can display native 4K content in its full glory as it incorporates new technology standards – such as the latest HDMI interface and H.265 decoding – capable of handling Ultra HD programming, whether streamed over the Internet or playing from a USB or HDMI source. (Model 65EC9700 exceeds the Consumer Electronics Association's new requirements for "Connected 4K Ultra HDTVs.")
With these technologies on board, LG 4K Ultra HD TVs will be ready to accept new sources of 4K content as they become available.* What's more, LG's Tru-4K Engine Pro uses a dual-chip, 6-step process to upscale HD content into 4K, providing a stunning viewing experience for legacy content as well.
The LG Smart TV+ webOS™ platform offers consumers an intuitive interface with lightning-quick transitions between broadcast TV, streaming services and external device. Those features were developed around the core concepts of Simple Connection, Simple Switching and Simple Discovery and are accessible via one click on the "launcher bar" menu and the transition speeds are similar to regular channel switching.
Optimized for 4K streaming, the webOS platform features recommendation capabilities to help consumers sift through its expansive content options, which include streaming services like Netflix, YouTube, Amazon Instant Video and Hulu Plus and more.** New Ultra HD programming coming this fall will include the "Cheek to Cheek LIVE!," concert featuring icons Tony Bennett and Lady Gaga, the world's first concert broadcast to be streamed in Ultra HD, sponsored by LG.