KOREAN HARDWARE MAKER LG unveiled the "world's largest" Ultra HD OLED TV at IFA in Berlin on Friday, putting it one up on rival Samsung.
Clearly targeting people with deep pockets and large living rooms, LG has upped the ante in the 4K TV arena with its 77in Ultra HD curved OLED monster, as it looks to overshadow Samsung in the market.
As well as being the "world's largest," the TV features the most advanced screen the firm has ever developed, LG boasted, combining WRGB OLED with 4K resolution to deliver an "infinite contrast ratio" and "resolution four times greater than regular full HD".
LG clearly is looking to win over film buffs with the TV's "IMAX-like" curvature, which it said offers a more immersive viewing experience than regular flat TVs with its ability to completely fill the viewers field of vision.
Havis Kwon, CEO and president of LG's Home Entertainment unit boasted, "LG was proud to be the first company to commercially launch an OLED TV and we are once again setting our sights high with the Ultra HD curved OLED TV.
"This 77in TV is proof that we will never stop pushing the boundaries and exploring new possibilities."
LG's new 77in 4K TV follows in the footsteps of LG's 55in OLED TV that it unveiled at this year's CES, and also steals its "world's largest" crown.
LG has yet to announce pricing and availability details for its 77in Ultra HD curved OLED display. Given that its 55in model arrived on UK shelves earlier this year priced at £9,999, however, it's certainly not going to be cheap. Place your bets now. µ
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