TV shoppers confused about the latest 4K Ultra HD TV technologies, including both flavors of High Dynamic Range (HDR) – HDR-10 and Dolby Vision – and what a wide color gamut (WCG) looks like can soon go to a Best Buy store or participating regional AV electronics retailer to get a demonstration on some of LG Electronics’ latest TVs.

LG said Wednesday that it has started to roll out across the country its “LG Experience” interactive television display designed to help TV shoppers engage with the latest advancements in TV picture quality, including High Dynamic Range (HDR) and 4K Ultra HD resolution, on LG 2016 OLED and Super UHD LED LCD TVs.

The in-store displays consist of 16- and 24-foot LG Experience walls, which are going up now in 400 Best Buy locations around the country, LG said.

If you don’t live near a Best Buy location, the company has another version planned for leading regional audio/video electronics retailers. According to LG, the displays were created to help TV shoppers better understand emerging technologies including HDR and 4K Ultra HD using its own OLED and LED 4K UHD TVs.

Read more on the LG Experience displays after the jump:

LG Marketing VP Dave VanderWaal said his company is “uniquely positioned to help U.S. consumers navigate the latest TV technologies because it is the only company offering large-screen OLED TVs and LCD/LED “Super UHD TVs,” all of which are equipped to support both HDR-10 and Dolby Vision, the two formats for high dynamic range (HDR) currently available in the market.

“With so many new technologies and oftentimes confusing jargon used to describe them, it’s our job as a manufacturer to help consumers understand the benefits of today’s leading innovations and gain the knowledge they need to feel confident in purchase decision – and one of the best ways to do that is to offer first-hand consumer experiences with our leading retail partners,” VanderWaal said in a statement.

The displays are not unlike TV demonstration kiosks set up in Best Buy stores by LG rivals Samsung and Sony. But those set-ups were intended to speak to the benefits of HDR-10 specifically, as well as the respective performance strengths of each brand’s own TV models.

The LG Experience is said to offer shoppers a chance to see the benefits of HDR-10 against Dolby Vision on the same displays, as well as to underscore LG’s position as the only manufacturer currently supporting both formats in 2016 TV models.

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It has been reported that Vizio will be offering models in its latest P-Series and Reference Series TVs that eventually will support both Dolby Vision and HDR-10 (the latter via a suggested imminently arriving firmware update), but more than halfway into 2016 the company still has made no formal statement on availability or plans of availability for the alleged forthcoming HDR-1o firmware.

According to LG, the LG Experience kiosks will help “solve a TV shopper’s unique challenge” by doing the following:

  • Show demonstrations of HDR on LG OLED and Super UHD TVs. HDR delivers boosts brightness, delivers darker blacks with visible detail and presents a wider palette of colors, for more true-to-life images.
  • Demonstrate the benefits of 4K Ultra HD resolution with four times the pixels of conventional HDTV for better image clarity.
  • Showcase the picture quality of OLED 4K TV technology in models OLED65B6P; OLED55C6P; 65EG9600. OLED technology is designed to deliver deeper black levels than LED LCDs, rich, saturated colors, provides the widest off-angle viewing radius, and features slim design with unique styling elements to make the TV a showcase piece, when on or off.
  • Showcase LG’s 2016 4K LED/LCD Super UHD TVs with both HDR-10 and Dolby Vision support and a wide color gamut. Models on display will include the 65UH8500 and 55UH7700.

LG said the special Best Buy displays also will feature premium streaming sound bars: models LAS950, LAS855 and SH7B, and will feature two 86-inch Ultra Stretch Signage Displays. (See picture at top).

By Greg Tarr


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