In an official press release, LG says that their rollable display is the result of pushing the envelope with the "distinctive technological edges and unlimited potential of OLEDs". LCDs, for instance, use colour filters and liquid crystals that block light to create an image.
This means that OLEDs can be thinner and more flexible than any other television technology now on the market.
This makes for easier storage, while still achieving high resolution. But sister company LG Electronics also revealed some more attainable, if less flexible, offerings with its 2018 OLED and Super UHD TV ranges.
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This gives it the freedom to roll up and be stored away. LG is also showing off an 88-inch OLED 8K television set, because even though you might be fine with your 1080p set, television manufacturers want you to cram as many pixels into your eyeballs as possible.
LG OLED technology uses self-lighting pixels for exact control of image brightness and image quality, and with no separate light source the displays are extremely lightweight, thin and flexible. "OLED is clearly a next-generation technology leader and for this reason, LG Display is accelerating its research and development into OLED so that we can provide differentiated products to customers and markets". From the outside, the new LG W8 OLED TV series appears very similar to its predecessor.
LG's AI OLED TVs will have Google Assistant so users can control them with voice commands.
Samsung is not the only South Korean tech giant that is launching innovative TVs this year at CES 2018. Higher end OLED models will be powered by LG's α (Alpha) 9 processor that the company claims will deliver more accurate color from a wide range of angles.