LG Electronics is readying for the European launch of its spectacular new Infinia TV range.

The Korean giants took pride of place at the main entrance of the MEDPI trade show in Monaco (for channel professionals), spotlighting their stylish new Infinia TV range. Consumer Lifestyle News asked Kyu Seok Han, Senior Manager, LCT TV Business, Europe, to give us more details about the company’s 55-LX 9500, a Full HD LED backlit 3D TVs is set to be launched in Europe in the next days…

KSH: It is one of the full LED 3D televisions that we are launching in May; a revolutionary new product that features full LED technology which is unique to LG. It means that the LED BLU (eds: Back Light Unit) is all behind the screen unlike the conventional LED TVs. It also incorporates future proofing by having 3D technology already in it. Thanks to the unique full-LED technology we’re able to make the frame very, very slim, and it features Infinia design, which is the new brand name for our premium LCD and Plasma TVs this year. It’s direct backlit, however if you look from the side it’s very, very slim. The depth is only about 25mm, so it has all the advantages of the conventional LED TV, and a picture quality of full-LED.

Is it white LED or coloured LED backlight?

It’s white.

There’s local area dimming as well?

Yes, it has local area dimming, because we have LED behind it and we have an algorithm that calculates the picture signal… and based on the picture signal, it dims and brightens the LED base to enhance the overall picture quality.

One of the main criticisms of 3D technology has been a lack of luminosity … but with LG’s new sets, this will not be a problem…

We know that because of the shutter technology used for 3D, we have one eye shut at any time, and it makes you have a 20% darker picture quality, but the full LED technology enhances the brightness greatly, so you will not notice any darkness in the 3D picture.

Tell me a bit more about the design -- the “live borderless” design -- this is something that’s going to be very attractive for buyers.

Yes, we started the borderless design concept last year with the SL9000, for which we released the first generation. There are two kinds of concepts behind the borderless design, one is what we call the uni-layer, and the uni-body, and you can see that this incorporates both, so it doesn’t have any kind of step from the bezel frame and the picture, and also the frame is going to be much, much slimmer. Our ultimate goal, when we incorporate technology such as OLED, is to have totally frameless televisions in the future. So you’ll just see the screen.

Tell us about the rollout of this model…

This will launch in the fourth week of May, all over Europe, to be ready for the World Cup, because we know that some broadcasters have plans to broadcast the World Cup in 3D.

LG has already been doing some 3D advertising. What is the advertising campaign going to be like for this TV?

It’s basically under the Infinia campaign which is for our premium television products and which will expand over to our LG products, so it’s going to carry two messages, which is the full LED, and also 3D, so you can see that this is the new concept that we made behind the campaign.

In the months to come, expect to see even thinner bezels … with R&D at LG working on a third generation borderless TV with a bezel that’s only 7 mm thick. That’s the trend. Consumer Lifestyle News will bring you details as they come to hand.

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