Business

LG bets on an $11,765 OLED television

A journalist photographed the Ultra Organic Light-emitting Diode 3D TV at a press event in Seoul Monday.
Ahn Young-joon/Associated Press
A journalist photographed the Ultra Organic Light-emitting Diode 3D TV at a press event in Seoul Monday.

SEOUL — LG Electronics Inc. announced two new giant OLED TVs with ultrahigh definition screens Monday, sticking with its strategy of using the exceptionally expensive OLED display technology.

The company will ship 65-inch OLED TVs starting September in South Korea, Europe, and North America. A 77-inch model will hit shelves this year.

Making ultra HD quality TVs with OLED screens remains costly. LG’s 65-inch model will cost $11,765. Other types of ultra HD televisions sell for less than $3,000.

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OLED features deeper color saturation and a sharper image quality than LCD. But for years, its cost and high production error rate prevented the technology from catching on.

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LG said it is committed to OLED because the cost will come down and its advanced screen will eventually replace LCD screens. It forecasts that OLED sales will overtake LCD sales ‘‘within a few years.’’

Associated Press