LG Formally Introduces $100K Rollable OLED TV To U.S. Market
LG officially announced Friday that its long-awaited Signature Series 4K rollable OLED TV is now available in the U.S. market.
The LG Signature OLED R was originally introduced at CES 2019, where it was the star new technology of the show, even winning HD Guru’s Best of Show award for the year.
But the 65-inch 4K product’s arrival was delayed well past the originally anticipated time line of 2019 or 2020. It’s been available in South Korea, and has now hit U.S. shores, ringing in at a whopping $100,000 introductory price — available as a custom order through the LG.com web site.
The official model number and name is the 65-inch rollable OLED (65RX) “LG Signature OLED R.”
The screen is based on new highly flexible OLED materials that allow the screen to scroll up and down into an elongated floor-positioned base box. The screen elevates and descends using an internal motor and is activated and controlled through the device’s remote, or AI voice commands.
The base can be placed on a floor or at a foot of a bed, with the ability to tuck the screen away while not in use. Additionally, LG has developed various on-screen AV graphics that can be display on a partial elevated screen when the TV is not in use for traditional video viewing.
“The rollable TV most notably transforms into three different heights to expand the user experience: Full View, to watch content and leverage LG ThinQ AI technology for smart home control using voice recognition and virtual assistant commands; Line View, to enjoy music, mood lighting and immersive cinematic sound via the Dolby Vision IQ and Dolby Atmos audio system that has powerful 100W 4.2ch speakers; and Zero View, a collapsed setting that displays the speaker as a work of art,” the launch announcement states.
LG said the set is being “built to order” in its advanced OLED facility in Gumi, South Korea “and assembled with craftsman-like attention to detail, resulting in the ultimate aspirational product for discerning customers who value game-changing innovation.”
“As a leader in the premium TV market space, we’re continuously exploring new concepts that will not only expand our brand ecosystem, but also push industry boundaries to satisfy the growing needs of our customers,” stated Peggy Ang, LG Electronics USA marketing senior VP. “The OLED R is an evolution of our OLED technology that illustrates our passion, dedication and imagination as we usher in a new era of design.”
The screen has 4K Ultra HD (3840×2160) resolution and ultra-thin and flexible using one sheet of glass, the company said.
The LG Signature OLED R features luminous display technology composed of over 8 million self-lit pixels. The set’s circuitry is powered by LG’s fourth generation Alpha 9 (α9) intelligent processor. Picture processing is said to use LG’s top-end deep-learning algorithms that automatically detect the type of image played on screen to optimize display settings and reduce motion blur.
Like LG’s other OLED and QNED 4K and 8K TVs, the 65RX has a smart TV platform based on the latest webOS 6.0 version and offers access to a variety of content platforms. The OS supports multiple AI voice control and smart home platforms including Google Assistant, Amazon Alexa and LG ThinQ AI technology.
Customers lucky enough to be able to afford the product will get with the purchase of the product white glove delivery and installation through the LG Signature’s Concierge Service.
LG said this concierge service will address all customer inquiries in real-time, available through web chat, telephone, and email.
Meanwhile, LG will play up the arrival of the Signature OLED R by launching a new Signature Series electronics and appliances marketing campaign spanning TV, print, and digital to illustrate “the brand’s ability to See Beyond,” the company said. LG will feature as the campaign’s LG Signature brand ambassador, acclaimed ballet dancer Misty Copeland.
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By Greg Tarr
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