We've been big fans of OLED TV tech at Tech Digest and HDTV UK for many a year since first setting eyes upon a prototype Sony screen at CES a few shows ago. Incremental updates to the tech have wowed us at subsequent trade shows, but high prices for screens no bigger than 15 inches have made OLED televisions a ludicrous luxury for only the most demanding of AV enthusiasts.
That's all set to change this year however as LG and Samsung go head-to-head with stonking 55-inch OLED models, due in stores later this year. Tech Digest and HDTV UK were invited this week to LG's glitzy Monaco launch event for their 55-inch OLED TV offering. Make no mistakes; if you're in the market for a new TV, this is what your cash should be splashed on.
OLED (Organic Light Emitting Diode) televisions offer some key advantages over LCD or LED screens. Faster refresh rates and wider viewing angles can be paired with deep contrast ratios and lavish colours. As OLED sets don't use backlights, this can all be achieved with far lower power consumption levels, in bezels almost invisibly thin.
LG's 55EM9600 OLED TV made its first appearance at the start of the year in January's CES 2012 show, and while little has changed with the set in the subsequent months, it's still massively exciting to see.
The latest headlining feature of LG's OLED TV detailed at this week's launch is its use of WRGB technology. Adding a white sub-pixel to the standard red, green and blue set-up, LG claim WRGB panels will "perfect" colour output and make the image displayed feel "natural and colourful to the human eye". It's a similar technique as was used by Sharp in their Quattron televisions, which added a yellow sub-pixel with impressive results.
Even without the WRGB technology, the screen would attract attention purely based upon how thin it is. At a ridiculous 4mm thin, it's half the thickness of your average smartphone, weighing just 10kgs thanks to its being built from carbon fibre reinforced plastics. Those who like to wall-mount their displays will instantly fall in love, with the LG5EM9600 sitting almost flush against the wall.
It's a real treat for the eyes, with the display delivering vibrant, bold colours. Close-up footage of rain-soaked plant petals felt crisp enough to reach into the TV and touch. If anything, LG's rainbow-like showreel ran the risk of making the screen seem overly saturated, but as with all showroom settings you'll likely be able to tone the colours down a bit for a more natural, accurate calibration.
Superb viewing angles afforded by OLED technology mean that there will be no duff seat in a home cinema that has this screen as its centrepiece. We experienced no noticeable dropout in contrast or colours no matter where we placed ourselves, whether at a wide horizontal angle or a low vertical position.
The inky blacks of the display and strong brightness levels deserve extra credit. LG's launch event was held in the Salle des Etoiles, famous for its mechanical opening roof. Halfway through the event the roof opened, bathing what had been a dimly lit hall with Mediterranean sunlight. Even with the dramatic change in ambient lighting colours remained vivid, and shadow detail bold and legible.
Though we've yet to see the display handling 3D video for ourselves, all reports so far have been incredibly positive. Indeed, our own prior experience with smaller 3D OLED displays has seen the technology deliver smooth, ghost-free 3D images of the highest quality. With 3D always working better on a larger screen, the results with the 55EM9600 would presumably be remarkable. A 0.02s response time will lead to super-smooth 3D visuals, as well as being a boon for gamers looking for a display as quick as their trigger fingers.
Pre-orders for the LG OLED sets will kick off in July, ready for a "Q4 2012" release.
So how many pennies will you have to drop in order to get one of these beauties in your home? Around the 9000 EURO mark, or roughly £7,300 if the UK pricing reflects direct exchange rates.
That is of course an astronomically priced set, but LG's OLED giant is poised to represent the very best that money can currently buy for home cinema fans. While the false promise of 3D TV left many frustrated, OLED TV sets offer genuinely luxurious 2D viewing while still delivering the very best in 3D visuals should you still be looking for eye-popping entertainment.
Local pricing is likely to be the big deciding factor as LG's flagship battles it out with Samsung's in stores. Regardless as to which proves the victor, the stage is set for one of the most exciting years for home cinema fanatics for a while, and LG are well placed to dominate.

Apple iTV, where art thou? In this world of iPhone 5, iPad Mini and MacBook rumours, it's sometimes easy to forget about Apple's oft-rumoured entry into the home cinema market. But a new report into the possible feature list of the Apple iTV suggests there is still much to be excited about.
LG have lifted the covers off their own cloud-based service, simply called the LG Cloud.
Samsung are expanding their Smart TV hub by adding a new app from independent cinema chain Curzon Cinemas. Curzon on Demand will bring curated independent and art house films to the connected TV platform, streaming in HD straight to the living room.
Having got both the entry and high-end levels of the AV receiver market sorted, Onkyo are now turning their attentions to does with medium-sized wallets and an eye on a new home cinema upgrade. From the looks of things, their TX-NR818 and TX-NR717 receivers will fit the bill nicely.
£200 cheaper but still packing 7.2 channel support is the TX-NR717, again offering Audyssey DSX and Dolby Pro Logic IIz decoding and THX Select 2 Plus certification.
An ex-Apple employee has slammed the new user interface in the latest Apple TV update, claiming that the Cupertino tech company have lost their quality control standards since the death of pioneering CEO Steve Jobs.
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The first, home screen of the Roku 2 XS box has the settings and Channel Store tabs, and also houses the channels you download from the store, scrolling left to right. With hundreds of channels available and more on the way, this area may quickly fill up and become a little unwieldy, but for now works well enough.

Onkyo have revealed their 2012 entry-level AV receiver range, packed full of enough bells and networked whistles to rival other brands higher-end gear, such as Spotify streaming.
Philips have just revealed their HMP2000 Smart TV add-on box, giving any TV with a HDMI port the ability to access web connected Smart TV content like YouTube and Netflix , the later of which can be accessed instantly through dedicated remote buttons.
Bowers & Wilkins are updating their Mini Theatre home cinema speaker range today with two new surround sound sets. MT-50 and MT-60D are the new kids on the block, replacing the popular MT-25 and MT-30 systems.
The BBC iPlayer will be part of the Roku streaming service when its hardware touches down in the UK later this year.
LG are already expected to wow home cinema fanatics at CES 2012 by revealing the world's biggest OLED display, and now they're ready to tout a speaker system to bring the audio/visual thrills onto an even footing.
Arcam are giving UK customers added seasonal spice with £400 off the AVR400 price tag when they trade in any old AV amp.
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