We are continuing to work so that the price range of organic light-emitting diode (OLED) TVs is at a level where customers can purchase them by spending a bit more of their budget. In the case of liquid crystal display (LCD) TVs, the hardware may be the same as competitors such as those in China, but LG Electronics has strengths in the algorithms that create picture quality. This year we will deliver far better results than last year.
Baek Sun-pil, head of display customer experience (CX) at LG Electronics and a senior vice president, said this at the 2026 TV new product briefing held at Ground 220 in Yangpyeong-dong, Seoul, on the 25th. The plan is to set OLED TV prices at a reasonable level to boost sales, and in the LCD TV segment, where competition with Chinese corporations is intensifying, to pursue differentiation through quality.
Industry watchers say LG Electronics has reflected the strategy of "popularizing OLED and upgrading LCD" more clearly this year than ever. It signals a strong will to expand consumer access and break out of losses. The Media Entertainment Solution (MS) division at LG Electronics, which handles the TV business, posted consecutive losses from the second to the fourth quarter last year. The annual operating loss last year reached 750.9 billion won.
◇ OLED TVs with lower prices… industry calls it "bold"
This year's new lineup consists largely of the OLED TV line "LG OLED evo" and the LCD TV lineup "LG Micro RGB evo." The new LG OLED TVs are further divided into "OLED evo" (models G6 and C6) and "OLED TV" (model B6). Sizes have been diversified to an industry-leading range from 42 inches to 97 inches. Domestic list prices are ▲ 65-inch 3.29 million won (B6) to 3.79 million won (C6) ▲ 77-inch 5.69 million won (B6) to 8.7 million won (G6) ▲ 83-inch 7.9 million won (B6) to 13 million won (G6). They are being rolled out sequentially worldwide starting in Korea.
The industry calls it "bold." Compared with last year, the top-end range is about 800,000 won cheaper for 65-inch models and about 300,000 won cheaper for 77-inch models. The lowest price tiers also fell by about 700,000 won for 77-inch models and about 1.3 million won for 83-inch models. As a result, the price gap between premium LCD TVs and lower-end OLED TVs has narrowed. With LG Electronics' higher-end LCD models (2025 QNED), paying only about 10% to 30% more gets you an OLED TV of the same size. An industry source said, "TV component and material costs are steadily rising due to surging memory prices and armed conflict in the Middle East," adding, "LG Electronics decided to lower product prices in this environment."
While OLED TVs aim for popularization by lowering prices, the keyword for LCD TVs is upgrading. LG Electronics plans to release its first Micro RGB TV in the first half of this year. This includes a 100-inch model that reflects the TV market's success formula of "the bigger, the better."
Micro RGB replaces the backlight, the rear light source of an LCD panel, from conventional white to red, green and blue light-emitting diodes (LEDs), the three primary colors of light. It also reduces LED chip size to deliver a sharp picture. It not only achieves high brightness but also finely controls color itself, earning the label "the ultimate in current LCD TV technology."
Chinese TV makers such as TCL and Hisense have released "Mini RGB," which is less technologically demanding than Micro RGB. LG Electronics realized a Micro RGB TV by making the LED chip size smaller than Chinese products. It also has the technology to precisely control each LED chip. The third-generation Alpha 11 processor, based on the same dual artificial intelligence (AI) engine as OLED TVs, is installed. Baek said, "We extended the precise light-source control technology applied to OLED TVs to premium LCD TVs," adding, "By applying LG Electronics' 'OLED picture quality DNA,' we created a product that transcends the limits of LCD TVs."
◇ Enhanced premium features… ultra-slim TVs in the 9 mm range also roll out
Even as LG Electronics lowered the price range of this year's new OLED TVs, it further upgraded premium features. The screen brightness of the new OLED evo (G6 and C6) is up to 3.9 times that of the standard OLED TV (B6 model). They also come with an ultra-low-reflection display that uses technology to extinguish light. They are the first in the industry to receive Intertek's "Reflection Free Premium" certification from the global testing and certification body. Baek said, "It delivers perfect blacks and accurate colors in any environment, enhancing immersion."
AI features also advanced. A variety of AI models, including Microsoft Copilot and Google Gemini, are applied. Through this, users can generate paintings and background music in the art content service "LG Gallery+" (LG Gallery+). It also offers "AI Concierge," which provides various information such as search keywords and personalized content, as well as ▲ Search ▲ Chatbot ▲ Personalized picture and sound wizard ▲ Voice ID.
The top model in this year's OLED TV lineup is the "LG OLED evo W6." It is a wallpaper TV with a thickness roughly the size of a pencil (in the 9 mm range), with all components including speakers built in. It can wirelessly receive and play 4K video at a 165 Hz refresh rate. Because you don't have to connect peripherals like set-top boxes with cables, it is also considered strong on design. The product is slated for release in the first half of this year. Baek said, "The W6 is above the OLED evo G6," but added, "Compared with the G6, the W6 will not be priced very high and will launch at a level 'well within consideration for purchase.'"
Although LG Electronics is accelerating the "popularization of OLED" this year, there are limits to expansion due to the business structure. Baek said, "About 200 million TVs are typically sold worldwide per year, but OLED production itself is only 10 million units," adding, "There are limits to panel production volume, so even if we popularize OLED, there are constraints to expansion at this stage." Baek added, "Even so, LG Electronics will continue to broaden the unique value and dignity of OLED to lead the market."