LG's OLED Ultra HD TV makes market debut
LG held a sales event at Video & Audio Center in Santa Monica on Thursday night to unveil the company's 65-inch OLED Ultra HD TV to consumers. This is the first OLED Ultra HD TV available to U.S. consumers, and its $9,999.99 price tag brought an impressive turnout to Thursday's unveiling. The 77-inch model will be available in mid-November.
It was an evening of celebration for LG. Tom Campbell, technologist/corporate director for Video & Audio Center, started the press briefing by noting, "the future of TV is here today."
To prepare for the unveiling, David VanderWaal, head of marketing for LG Electronics USA, assured the attendees that "4K content is already a reality." He pointed to the upcoming 4K concert featuring Tony Bennett and Lady Gaga as an example, and explained that Netflix would soon begin streaming 4K content.
It was a momentous evening for Joseph Akhtarzad, co-owner or Video & Audio Center, as well. Akhtarzad recalled standing in the store two years ago when LG brought the first HDTV to the market.
Meanwhile, consumers were lined up outside the storefront awaiting their chance to see the OLED Ultra HD TV in person. Throughout the evening, 18 of the 65" OLED Ultra HD TV sets were sold at their $9,999.99 price point, which was "beyond our expectations," according to Campbell.
In an interview, VanderWaal mentioned that retailers need to make Ultra HD a simpler experience for the consumer, and easier to understand. To him, retail presentation was the key to a successful Ultra HD retailing experience.
"This is a once in a decade opportunity for us as an industry to simplify everything - talk benefits, not technology jargon," he advised, "and I think consumers will respond."
He also stressed the importance of the Ultra HD TV's upscaler functionality, which enhances even 1080 content on the 4K TV set. He advised retailers to utilize a split screen to show HD content with and without the upgrade, and it's obvious which option is more desirable.
Related story: LG's 4K OLED TV is Now Available