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LG expands partnerships to advance 4K TV

LG takes content just as seriously as TV technology and hardware, according to Brian Kwon, president and CEO of LG's Home Entertainment Company.

LG takes content just as seriously as TV technology and hardware, according to Brian Kwon, president and CEO of LG's Home Entertainment Company.

LG has announced key partnerships with premier technology companies and content providers to offer consumers more high-quality 4K HDR (high dynamic range) content. LG unveiled the partnerships with Netflix, Amazon, YouTube, Dolby and NASA at the Consumer Electronics Show (CES), currently taking place in Las Vegas in the US.

LG is also officially unveiling its new LG Signature product line-up. This includes the Signature organic light-emitting diode (OLED) TV, which features the company's unique Picture-on-Glass design – boasting an ultra-thin 2.57mm OLED panel with a translucent glass back and forward-facing sound bar speaker system.

The world's number two TV maker says its new OLED TVs and Super UHD TVs are designed to support the current industry-standard HDR formats such as HDR10 and Dolby Vision. An LG spokeswoman told Reuters the company is set to at least triple sales of its next-generation OLED televisions this year, based on fourth-quarter numbers.

LG, Dolby and Netflix have collaborated to create high-quality 4K Dolby Vision HDR footage from Netflix's highly acclaimed "Daredevil" series for LG OLED TVs, on display at CES. LG says the Dolby Vision content takes full advantage of LG's OLED technology to deliver "brighter highlights, deeper darks, enhanced details and colours unmatched by conventional TVs for a superior TV viewing experience".

"At LG, we take content just as seriously as TV technology and hardware," according to Brian Kwon, president and CEO at LG's Home Entertainment Company.

"Sharing our innovation with industry-leading partners is a critical part of our strategy to bring more benefits to our customers and to quickly expand the availability of great content," adds Kwon.

LG has also teamed up with a number of major global content providers to ensure streaming content is readily available for HDR viewing. Original HDR programmes from Amazon, including "The Man in the High Castle", "Red Oaks", "Transparent" and "Mozart in the Jungle" are also being demonstrated at LG's booth at CES.

YouTube's HDR content is being demoed for the first time, using Google's VP9-Profile 2 codec. YouTube will provide HDR playback through its TV app, starting later this year.

LG is also displaying a booth that features a darkroom designed specifically to display HDR video clips from deep space, shot by NASA and produced by Harmonic, the official UHD partner of NASA.

"LG's OLED TVs, with their ability to deliver deep blacks, showcase the recently announced NASA TV UHD channel in the best possible way, taking consumers much closer to the real experience of being in space," says Peter Alexander, senior VP and CMO of Harmonic.


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