While rival television manufacturers are giving up on OLED technology, LG is vowing to make it more affordable to the consumer. The South Korean company is also planning to price future 4K sets aggressively in an effort to drive adoption.
OLED televisions are greater than those that employ other display technologies in almost every way. Not only are they significantly thinner and therefore more attractive, but they offer greater picture quality, with deeper blacks, whiter whites, and more vibrant colors.
The only problems is, OLED TVs have so far been incredibly expensive. Sony’s first, the 11-inch XEL-1, cost a whopping $10,000 when it went on sale back in 2008, and although prices have come down since then, they’re still not considered affordable. As a result, OLED adoption has been extremely slow, and Sony has chosen to give up on it.
But LG is taking a different route. In an effort to drive OLED adoption, it’s launching its cheapest OLED sets to date. The latest model, a 55-inch Full HD set that will initially be available in Australia, will cost $3,999 — significantly less than last year’s $5,999 model.
LG is also working to make 4K TV sets more accessible — though for the foreseeable future, they’ll remain too expensive for the average consumer. The company’s 65-inch EC970T, which will go on sale this November, will have a $9,999 price tag. The 77-inch model will cost a whopping $22,999. Both are curved OLED sets with 3840×2160 resolutions.
Of course, just like 1080p sets not too long ago, these 4K offerings will quickly become more affordable as time goes by — and it’s in the manufacturer’s best interest to get prices down as quickly as possible. The TV industry is tough due to the fact that people cling onto their sets for so long, so new technologies like 4K can lead to increased sales when the price is right.