LG to unveil new super ultra HD TV at CES 2017

By Yoon Sung-won LAS VEGAS ― LG Electronics will unveil its third-generation super ultra high-definition (UHD) television at the Consumer Electronics Show (CES) 2017 here, aiming at strengthening its dominance in the premium liquid crystal display (LCD) market, the company said Monday. The world's leading television maker said the new TV has improved color and color accuracy based on its exclusive Nano Cell technology. This gives the viewers clearer images with less color distortion and reflection even from the sides. "With our unique Nano Cell technology, we will dominate the world's premium LCD TV market, following the organic light-emitting diode (OLED) TV sector," LG Electronics' TV business head Kwon Bong-seok said. According to LG Electronics, Nano Cell technology taps into molecular nanostructures to produce more vibrant and accurate color. This technology also works to reduce the screen's light reflection by 30 percent compared to other LCD TVs. For this reason, light shining directly over the TV screen will not bother the viewers, the company said. Unlike ordinary LCD TVs that have a structural limit which causes color distortion when seen from the side, the new super UHD TV provides the same color regardless of the position of the viewer. LG Electronics also said the new TV fully supports multiple high dynamic range (HDR) standards including Dolby Vision, HDR10 and Hybrid Log-Gamma (HLG). As the HDR technology basically works to make dark parts darker and reproduce bright parts even brighter and more vivid, filmmakers in Hollywood have adopted Dolby Vision while Amazon chose HDR10. Some broadcasters including BBC have chosen HLG. LG Electronics also introduced an improved color-compensating algorithm which has six times the compensation range compared to the previous version. With this algorithm, the new TV can produce more than 1 billion colors, realizing a vivid and lively screen.