Effective today, LG Electronics is promoting a new derivative model series for its entry 4K Ultra HD OLED TV line, which will be available through a broader class of authorized retailers.

The new entry 4K Ultra HD OLED TV series, called the B7A, will offer most of the same features of the current B7P series, which is supposed to be sold exclusively by Costco, but will have some minor cosmetic differences and will omit the internal Dolby Atmos decoding found in other LG OLED TV series, an LG spokesman told us.

Like the current B7P series, the new B7A line is comprised of two models in the 55 and 65-inch screen sizes.

To celebrate the launch of the new derivative (B7A) line, LG Electronics is offering a special pricing promotion on the new models (as well as the current 55-inch B7P model available through Costco). The promotion begins today (July 30th) and is slated to run through Sept. 10th, while supplies last.

The launch of the new B7A series comes as a number of, what LG executives called, “unauthorized retailers,” are promoting LG 4K OLED B7P models at prices below the manufacturer’s unilateral pricing policy on various e-commerce sites.

LG said some dealers promoting the B7P models below UPP on Amazon and other e-commerce locations have received models through transhippers, who sell goods acquired in different countries.

An LG spokesperson told us that transhipped products will have invalid warranties.

Costco has an exclusive distribution arrangement for a warehouse club in the United States on the B7P 4K OLED TV series at this time, an LG spokesperson said.

Read more on LG’s new low-priced entry 4K OLED TV series after the jump:

Effective Sunday, Costco is offering the authorized 55-inch LG OLED55B7P 4K OLED TV below UPP for $2,149.99.

LG executives have said that the picture quality benefits of all 2017 4K OLED TV models are the same across all model lines, including the B7Ps and B7As. Earlier in the year we reviewed the LG OLED65W7P Signature Series “wall paper” TV and found it to have the best picture quality we’ve ever tested.

LG executives confirmed for us that the primary differences between model lines are found in cosmetics and styling, stand/wall mounting configurations and built-in audio capability.

Again, picture quality is consistent across all series.

Unlike 2016 B6 models, this year’s entry class uses the same processing chips as step-up models to drive picture performance, brightness and black-level benefits.

So, for example, the main differences between the B7P and step-up C7P series is which retailers have them and the appearance of the bezel (silver vs. black) and the table stand style (metal vs. plastic).

The differences between the new B7A series and Costco’s exclusive B7P are minor costmetic changes and the lack of internal Dolby Atmos decoding in the the B7A models.

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Key features of the B7A TVs are the following:

  • Flat UHD 3840 x 2160 OLED panel
  • HDR10, Dolby Vision, HLG HDR compatible
  • Blade slim design
  • Screen mirroring technology
  • Built-In Wi-Fi & Ethernet connectivity
  • webOS 3.5 smart TV platform
  • Access LG content store & apps
  • Full web browser
  • 4 x HDMI 2.0a with HDCP 2.2 / 3 x USB
  • Tru Color Accuracy

Pricing, both regular and discounted, is highlighted below for each LG B7A 4K OLED TV model:

LG 55-inch OLED55B7A, regular UPP price, $2,299.99, available now for $1,997.

LG 65-inch OLED65B7A, regular UPP price $3,299.99, available now for $2,997.


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