LG Pushing 3D TV, But Postpones Plans for OLED, 72-Inch LED-Backlit Sets

LG postponed plans for OLED TVs and an 72-inch LED edge-lit LCD TV to focus on delivering 3D models, including the first plasma sets certified under THX’s new 3D display program, said Tim Alessi, director of new product development for home electronics. The PX950 50- ($1,999) and 60-inch ($2,999) 3D plasma TVs that are shipping to dealers feature 1080p resolution, 600 MHZ sub-field drive and a TruBlack filter that works to block external light reflections, while maximizing internal light to produce higher contrast levels. The TVs also have a Dual XD Engine to upconvert SD content to HD. LG also is marketing 47- and 55-inch 3D LCD TVs.

LG demonstrated a 15-inch OLED TV along with the 72-inch LCD model to dealers (CED Jan 6 p1)but dropped its plans in favor of 3D and Internet-capable sets, Alessi told us. The 15-inch OLED TV, sold in South Korea, also would have carried a $2,500 retail price. LG demonstrated a 31-inch 3D-capable OLED TV at the IFA show last week, but delivery plans haven’t been finalized, Alessi said. LG Display is investing in a 5.5-generation OLED production line to make larger sizes. “We showed OLED TVs to some dealers, but with all the energy behind the 3D launch and more connected TV, it was just tough to bring it to market, especially at such a high price,” Alessi said.

The groundwork for THX’s 3D display certification program began in 2009, and the specs for it were completed this year, a company spokesman said. The program doubles to 400 the number of labs tests for certification, including those for evaluating left- and right-eye images for color accuracy, cross-talk, viewing angles and video processing, the spokesman said. THX in 2006 launched a certification program for 2D video displays, including TVs and front projectors, and has cleared models from JVC, Panasonic, Runco and others. About 30 models of 2D and 3D TVs have been certified this year, the spokesman said. The typical 2D testing takes a week or two to complete, he said. But 3D also adds firmware evaluations, he said. LG has fielded THX-certified products for three years.

As it promotes 3D TV, LG is joining competitors in piecing together bundles to sell the technology. Amazon on Thursday was promoting LG’s AG-S100 3D active shutter glasses at $88, down from $179. Also available was an LG bundle, packaging four pairs of glasses and the BX580 networked Blu-ray player with the LX6500 55-inch 3D LCD TV. The 6500 series 55-inch was selling separately on Amazon Thursday at $2,203, down from $3,500. The BX850 was sold separately at $216, down from $299. The bundles have become a requirement since 3D programming remains in short supply, Alessi said.

With the rush to 3D, Internet-connected TVs and Blu-ray players have been lost in the shuffle, Alessi said. LG’s Internet-capable Blu-ray players, including a 3D model, feature the company’s Netcast service offering Napster, Pandora, RoxioNow, Vudu and others. Internet-capable products are “one of the things that have gotten lost this year amid all the talk about 3D,” Alessi. “It hasn’t hurt sales because it’s already there” on TVs and Blu-ray players, but connectivity “hasn’t been given the credit and people have been surprised they're getting it."

LG also has shipped a combo DVD player and mobile DTV receiver at $229, but “right now there isn’t high awareness” among consumers of mobile DTV, Alessi said. That will change as the service is available in more markets and more devices roll out, Alessi said.