The latest salvo in the race for a solution to the massive amount of space taken up by modern TVs was fired on Monday, 7 January 2019, at the Consumer Electronics Show (CES) taking place in Las Vegas, where LG unveiled its roll-up TV screen, called Signature OLED TV R (model 65R9), which was demonstrated as a prototype only last year.
“The remarkable AI picture and sound quality powered by LG’s second generation α (Alpha) 9 intelligent processor and deep learning algorithm puts this breathtaking TV in a class of its own,” claims LG.
During a demonstration given at the start of CES, the South Korean electronics giant showed off its new ultra-high definition 65-inch (165 centimetre) TV, emphasising its ability to roll in and out of a base stand.
“What science fiction directors imagined decades ago is now reality,” said David Vander Waal, LG Senior Vice President of Marketing. “It brings freedom of design to a space, without the limitation of a wall”.
When the screen is retracted, the sleek aluminium-brushed base with its 4.2-channel, 100W front-firing Dolby Atmos audio system can still be used for playback, eliminating the need for purchasing additional audio equipment for all but the most demanding consumer.
The new screen itself can be either fully rolled out of the base for watching video, or only partly out for viewing pictures or engaging other smart devices through a make-shift control screen.
Furthermore, all of LG’s new OLED TVs, including the roll-up model, will be equipped with Google Assistant, Amazon Alexa, and Apple AirPlay.
“We are really excited to be one of Apple’s first TV partners for AirPlay Video,” said Tim Alessi, LG Senior Director of Home Entertainment Product Marketing.
Considering the fact that Apple’s wireless streaming service will also soon be available on TVs made by Samsung and Vizio – two rivals of LG – users of iTunes will likely get to enjoy much better access to available content.
Although a similar rollable OLED screen has already been developed by Sony in the past, it never materialised as a consumer product, making Signature OLED TV R the world’s first roll-up television set on the market.
Information on pricing and availability is still to come.