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LG rolls out new premium TVs in U.S.

LG Electronics Inc., South Korea's leading home appliance maker, said Thursday it has rolled out its latest premium TV models in the United States, as part of efforts to grab a bigger share in the North America region.

LG unveiled the Ultra OLED TV and Super Ultra HD TV before the press at a launch event held in New York, the company said in a statement.

The Ultra OLED TV and Super Ultra HD TV are the latest 2015 models that were showcased in Seoul in late February. The debut of these two models in the U.S. follows a launch of a high-end TV lineup by rival Samsung Electronics Co., which took place at the Rockefeller Center about a week ago.

LG's Ultra OLED has integrated two key features from its existing OLED and UHD TVs -- color accuracy and high resolution, respectively -- to step up display quality.

Its all-new Super Ultra HD TV is installed with a quantum dot display that touts far higher color reproduction than liquid crystal display.

Quantum dot has emerged as a next-generation display material as it lowers production costs for manufacturers. Samsung and LG have been in a tight race to take the lead in the advanced display technology.

"We will step up efforts to lead the premium market in North America, with our superior display recognized by the world and media content provided through Web OS 2.0," said Cho Ju-wan, the head of LG Electronics' U.S. division.

The launch event was hosted in cooperation with U.S.-based online video-streaming provider Netflix, which introduced its drama series "Dare Devil," originally produced by Marvel, via LG's Ultra OLED TV screen. (Yonhap)

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