LG executive discusses future TV trends.
At an exclusive media event held at the home of Foxtel in Sydney’s north-west, LG home entertainment marketing manager, Grant Vandenberg (pictured below) explained why OLED is the future of the TV market, as the company presented its 2016 line-up of LG 4K UHD OLED TVs, LG 4K LED/LCD TVs and its Super HD TV series.
“Our goal at LG is to be the number one television brand. As a market leader, it is important to understand and cater to varying consumer needs. Research has found that demand for curved TVs has remained capped at around 10% among Australian consumers. However, OLED TVs are no longer a niche category. It’s big, it’s growing and it’s here to stay,” Vandenberg said.
“OLED TVs excel in preserving black level detail and with high-dynamic range capabilities, light and dark colours are enhanced to provide greater contrast and improved detail. Furthermore, the value share for Ultra High-Definition (UHD) increased from 15% in 2014 to 42% in 2015.
“As part of our marketing campaign for our OLED line-up, we are encouraging consumers to take the ‘OLED challenge’ in-stores and see the difference when comparing other TV models. We believe the best way to educate consumers about technology is through demonstration,” he added.
“The LG OLED TV range has been extremely popular with Australian consumers, and with this new expanded range, we are going from strength to strength. We have now firmly established OLED as a sizable segment in the Australian market and these two new models just need to be seen to be believed,” he explained.
L to R: Grant Vanderberg, Peter Griffins, Peter James and Fox Sports presenter, Matthew Shirvington.
Hollywood cinematographer and key speaker at the LG event, Peter James, said HDR is one of the most important recent innovations in filmmaking because it results in a huge step-up in picture quality.
“As a director of photography, I want to be able to produce footage as close to the director’s vision as possible. What I am looking for is to show the full tonal range of a scene, all the true variations of colour, the full contrast and the details within shadow areas.
“In this regard HDR is more important than resolution or simply increasing the brightness levels, and it will transform the experience of watching movies, dramas and documentaries on TV,” James commented.
LG partners with Dolby Vision
LG has teamed up with Dolby to integrate Dolby Vision, the leading HDR technology into the company’s top-of-the-range LG 4K OLED and LG SUPER UHD TVs.
Dolby Vision, using 12-bit HDR technology, has the ability to adjust the level of individual pixels frame-by-frame to enhance image detail, natural contrast and vivid colour.
Dolby Laboratories, vice president of technology and another key speaker at the LG event, Patrick Griffis said, “We are delighted to partner with LG to incorporate Dolby Vision into their 2016 line-up of Super UHD and OLED TVs. We have seen how committed LG is to creating the best viewing experience possible for consumers and look forward to working with them to deliver unparalleled Dolby Vision imaging to Australians.”
Debuting at this year’s CES, the 77 and 65 inch LG G6 and 65 and 55 inch E6 4K UHD OLED TVs are the thinnest LG 4K UHD OLED TVs to date. The TVs will join the LG OLED TV family in Australia later this year, following on from the February launch of the first flat screen OLED TV in the county, the LG 4K UHD OLED TV.
The LG G6 and E6 series are the first TVs from LG to feature the company’s ‘Picture-On-Glass’ design, which boasts an ultra-thin OLED panel mounted on a toughened glass back, and is only 2.57mm at its thinnest point.