LG brought Hollywood to Australia to show off the country's first curved OLED television today, with Star Wars and The Impossible actor Ewan McGregor revealing the $13,500 screen in Sydney.
But the 55-inch, curved screen, first unveiled at the Consumer Electronics Show in Las Vegas in January, will not yet go on sale in Australia, even though pre-orders are now being taken in South Korea.
LG home entertainment marketing head Russ Prendergast said the company was "racing to bring the product to market in 2013" and it would be advertised by its new brand ambassador, Mr McGregor.
"This TV has taken many years to develop and perfect," Mr Prendergast said. "OLED takes the next step in home entertainment."
As a spokesman, Mr McGregor showed either a lack of polish, or refreshing honesty, depending on your point of view.
Asked what message he was here to deliver he said "just to say that they're f---ing good tellys".
McGregor said the colours in the OLED screen made films look more authentic.
"I spend hours and hours of my working day waiting for the lights, waiting for the scene to be lit, and usually when it’s on the television it doesn’t look like that, but these televisions make it look like it should," he said.
The sides of the 55-inch OLED television arch towards viewers at a 15-degree angle, delivering a greater feeling of depth, Mr Prendergast said.
The TV is also just 4.3mm thin and weighs 17kg.
OLED technology, or organic light-emitting diode screens, are widely seen as the replacement for LCD televisions as they offer their own light source, delivering consistently brighter images, significantly thinner forms, and use less electricity.
Television makers including LG, Samsung and Sony have showed off big-screen OLED television prototypes in the past, yet none have gone on sale until now due to problems manufacturing the screens.
Samsung Australia consumer electronics vice-president Phil Newton said the company had recently encountered further problems manufacturing its OLED screens and was still working on solutions.
Mr Newton did not offer a date for the launch of Samsung's OLED televisions in Australia, saying the company did not want to deliver a "substandard product".
LG also showed off a new 84-inch Ultra High-Definition television at the Sydney launch event, which will be available in August at a cost of $15,999, as well as a more modest 55-inch UHD screen at $6,999.
The UHD screens, also described as a 4K television, will offer four times as many pixels as current full high-definition televisions.
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