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| Models promote LG Electronics' new 65-inch Ultra organic light-emitting diode (OLED) TV during a promotional event at the Conrad Seoul Hotel, Monday. / Courtesy of LG Electronics |
By Bahk Eun-ji
LG Electronics released a 65-inch ultra-organic light-emitting diode (OLED) television Monday, saying it hoped the new product would become a dominant player in the ultra-high-definition television (UHD TV) market.
"The ultra-OLED TV will be the game-changer that replaces the liquid crystal display (LCD) TV," said Ha Hyun-hwoi, president of LG Electronics' home entertainment division, during a media briefing at the Conrad Seoul hotel.
The 65-inch UHD TV's 4K screen resolution with 3840 x 2160 pixels will provide "the ultimate viewing experience," he said.
The OLEDs make the screen appear larger, and the curved display makes images more vivid.
Ha said an OLED display was more suitable for a large screen, and the ultra-OLED TV was the perfect device for the ultra-high-definition experience that consumers preferred.
"If customers decide the OLED TV is the best, the market for the OLED TV will be established," he said. "I believe our rivals will join the race soon."
Despite the company's confidence in the product, LG faced obstacles in bringing it to market: its high price, and the relatively low market demand.
Samsung Electronics, LG's archrival in the TV market, announced Wednesday that it planned to release the industry's largest ultra-high-definition television set at the IFA Berlin next month. (IFA is a German abbreviation that refers to International Radio Exhibition Berlin, or the Berlin Radio Show.) The new product will feature a 105-inch bendable screen. Unlike LG, Samsung is still focused on creating higher-resolution LCD television sets.
A Samsung official said that did not mean the company would never launch an OLED television, but the company said it believed the time was not yet ripe.
"Consumer demand is still low," the Samsung official said. "The market for UHD TV has come about recently. However, we agree that UHD TV is an irreversible trend in this market."
LG's new 65-inch ultra-OLED TV will cost 12 million won ($11,800), while Samsung's 65-inch curved UHD TV will cost about 8 million won.
Ha said the company was not undervaluing the LCD TV business, and that LG would pursue a two-track strategy, targeting both the LCD and OLED TV markets.
While acknowledging that 12 million won was a relatively high price, Ha said it was reasonable considering the level of technology and that the price would come down as the technology advanced.
Analysts say UHD TV is the dominant trend in the industry, and one that all TV producers will have to follow.
"Samsung is relatively passive when it comes to OLED TV technology at this moment, while LG has taken a bigger step," said Kim Ji-san, a tech-analyst at Kiwoom Securities. "However, it's true that OLED is more suitable for UHD TV."
In the meantime, Ha said the company will suspend production of plasma display panel (PDP) TVs in the near future amid falling demand.
"We are studying on when we should suspend the PDP business," said Ha.
He said the company will make an official announcement on the issue in the future.
Industry tracker DisplaySearch expected global shipments of PDP TVs to plunge to 5 million units in 2015 from 10.3 million units in 2013.
PDP TVs have been overlooked by consumers who prefer liquid crystal display (LCD) TVs and organic light-emitting diode (OLED) TVs, the new target lines for tech firms.
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