LG welcomes Samsung’s likely re-entry into OLED TV market

Samsung Electronics Co.'s expected re-entry into the OLED TV market will further expand the growing segment, which is gaining popularity in the stay-at-home non-contact era, according to market leader LG Electronics Inc.

Park Hyoung-sei, head of LG’s home entertainment division, said on Tuesday that Samsung’s move into the segment means the emergence of a very strong competitor. Still, it would help grow the market as well as advance related technology, he said.

“We haven't heard anything official about Samsung re-entering the OLED TV market. But if they do, it is something we should welcome," Park said at a press conference held ahead of the Consumer Electronics Show (CES) 2022 set to open on Jan. 5.

LG is the world’s largest manufacturer of OLED TVs with a market share of over 60%, although Samsung is the dominant player in the overall TV market.

OLED, short for organic light-emitting diode, is highlighted by self-illuminating pixels that do not require a separate light source, allowing manufacturers to produce lightweight, thin and flexible display products, thus appealing to high-end consumers.

Samsung unveiled its first OLED TV in 2013, but withdrew from the market soon after it found technical glitches in its products.

The South Korean tech giant is widely expected to re-enter the OLED TV market in the first half of this year at the earliest, as the premium TV is positioning itself as the industry’s mainstream, quickly replacing the liquid-crystal display (LCD) TVs.

In a related move, Samsung Display Co., the display panel-making unit of Samsung Group, said on Tuesday it will roll out quantum dot or QD OLED TV displays in two sizes as well as a monitor display in the first half of the year.

Samsung said 65- and 55-inch display panels for QD OLED TVs and 34-inch monitor panels will be released within the next six months.

WORLD’s LARGEST, SMALLEST OLED TV

LG’s Park said the company, already the OLED TV market leader, won’t likely change its current marketing strategy even if Samsung enters the arena.

In time for CES 2022, the company unveiled its new TV lineup for this year, including the world's biggest and smallest OLED TVs.

The world’s largest 97-inch model will complement its 55-, 65- and 77-inch TVs already in the lineup.

The world’s smallest 42-inch OLED TV, ideal for console and PC gaming, will feature thinner bezels for a more immersive viewing experience, according to LG.

The company said it will expand its OLED evo TV lineup to 11 models in different sizes, compared with three models last year, to better meet customer needs.

Park said the company is also considering working with artists to apply a non-fungible token (NFT) concept to its OLED TVs.

Demand for OLED TVs that offer stunning picture quality has been growing rapidly as consumers, including gamers, are being attracted to large-size LED TVs as big-screen gaming gains popularity in the pandemic era.

Write to Shin-Young Park at nyusos@hankyung.com
In-Soo Nam edited this article.