"Welcome Competitors"... LG's Confidence as the 'OLED TV No.1'

2023 LG TV New Model Launch Event
Executive Director Baek Seonpil: "LG Leads TV Trends"

"I was glad when a competitor entered the OLED (Organic Light Emitting Diode) TV market. I feel proud that LG has led the trend in TVs." (June 8, Baek Seonpil, Executive Director of HE Product Planning)

LG Electronics, the 'originator of OLED TV,' expressed a welcoming stance toward Samsung Electronics' entry into the OLED market and showed confidence. LG Electronics plans to solidify its position as the market leader with its new OLED TV models.

On June 8, LG Electronics held a 2023 LG TV new product launch event at the LG Electronics Seocho R&D Campus. Attending the briefing were executives responsible for LG OLED TV’s product planning, research and development, marketing, and sales, including Jeong Jaecheol, Executive Vice President and Head of HE Research Institute; Jo Byeongha, Executive Vice President of HE Platform Business; Baek Seonpil, Executive Director of HE Product Planning; and Kim Seonhyeong, Executive Director of Korea HE Marketing.

On the 8th, at the 2023 TV New Product Launch held at LG Electronics Seocho R&D Campus, Jaecheol Jeong, Head of HE Research Institute (Executive Vice President), is speaking.
[Photo by Hanyeju]

Executive Director Baek Seonpil said, "At first, it was difficult to set goals because OLED TVs were not made by other companies," adding, "Now that everyone wants to do OLED, I feel the reward of persevering for 10 years without giving up."

Since launching the 55-inch OLED TV in 2013, LG Electronics has steadily pioneered the OLED market for 10 years. As a result, LG Electronics holds nearly 60% market share in OLED TVs. According to market research firm Omdia, global OLED TV shipments reached about 6.5 million units last year, with LG OLED TV shipments at 3.824 million units, maintaining the number one position for 10 consecutive years.

LG Electronics plans to expand the sales proportion to over 35% with the new products released this year. Executive Director Baek said, "The overall TV market will be challenging this year as well, but we plan to expand sales centered on large OLED TVs," adding, "Since OLED is a premium product, its contribution to revenue is high, and the sales proportion is expected to exceed 35% this year."

LG Electronics is launching the 2023 OLED TV, marking 10 years of technological innovation in OLED TVs.
[Photo by Han Yeju]

LG Electronics’ confidence comes from fully evolved technology. LG Electronics has significantly increased screen brightness through a new OLED panel equipped with 'Micro Lens Array (MLA)' technology. This technology applies 5,117 micro lenses per pixel (based on 77-inch 4K), totaling 42.4 billion micro lenses, maximizing light emission. It improves luminous efficiency to deliver a brighter screen. The luminance (brightness) supports up to 2,100 nits, the brightest among existing large OLED panels.

The OLED TV-exclusive artificial intelligence (AI) picture and sound engine, 'Alpha 9 Gen 6,' reduces screen noise further and enhances resolution to deliver clearer image quality. Upscaling, which analyzes the creator’s intent, has evolved, and the Dynamic Tone Mapping Pro finely adjusts HDR effects and brightness by segmenting each scene into zones.

Jeong Jaecheol, Head of the HE Research Institute, said, "LG Electronics pioneered and led the OLED TV market and is now changing the history of the global TV market," adding, "The 2023 new products focus on what customers expect from OLED TVs and the new experiences LG OLED TVs can provide to customers."

The LG OLED Flex, a 'bendable' gaming TV that can be freely bent and unfolded to suit the viewing environment, was also set up for direct experience.
Photo by Han Yeju

At the briefing, LG Electronics showcased the world’s largest 97-inch OLED Evo introduced last year, along with this year’s new 88-inch and 77-inch LG Signature OLED 8K models. In the lifestyle zone, products such as the Easel, Objet, and StanbyMe, regarded as pioneers of new lifestyle TVs, were displayed.

They also provided hands-on experience with representative new gaming TV products and the 'Bendable' gaming TV, LG OLED Flex, which can freely bend and unfold the screen to suit viewing environments.

Meanwhile, Samsung Electronics is scheduled to launch an OLED TV applying next-generation Quantum Dot (QD)-OLED display in Korea on June 9. This is expected to lead to a direct competition between LG and Samsung in the OLED TV market. Omdia forecasts global OLED TV shipments to increase by 14% this year to 7.41 million units.