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End of LG’s beautiful experiment

LG has long been the most innovative of major smartphone manufacturers, but that wasn’t enough. Now, TV will define the brand, writes ARTHUR GOLDSTUCK

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The news comes as LG prepares to launch its 2021 TV line-up in South Africa, scheduled for next month. It announced a comprehensive range of new OLED, QNED, Mini LED and NanoCell TVs during January’s Consumer Electronics Show, where it has always dominated coverage for new technology.

It is likely that this technology will now define the brand, without its bleeding-edge smartphones distracting from the arena where it has been able to translate innovation into market share and profitability.

Its new OLED TVs (series Z1, G1, C1, B1, A1) use state-of-the-art technology to light up or turn off every pixel at an individual level. This allows the units to create deeper contrasts and ultra-sharp images, while delivering smooth and natural motion, on screens ranging from 48-inch to 83-inch. The result, says LG, is that “movies on the big screen” no longer refers only to cinema.

Its first QNED Mini LED TVs include 4K (4x high-definition) and 8K (8xHD) models that use LG’s cutting-edge Quantum Dot NanoCell technology and 30,000 mini-LEDs in the backlight, providing more accurate colours and a more immersive movie experience. NanoCell display uses nanoparticles to filter out colour impurities, resulting in more lifelike images. As the name suggests, the technology is also included in a new NanoCell 8K and 4K range.

It may sound even more gimmicky than the smartphone innovations, but LG and its rivals have demonstrated for the past two decades that today’s TV cutting edge is tomorrow’s mainstream.

Watch this space? In all likelihood, you won’t be able to take your eyes off it.

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