Almost two years on from the arrival of the world's first commercial OLED TV set, a second model will join Sony's XEL-1, this time from LG Electronics.
As for pricing, nothing is official yet, but we'd say there's a strong possibility of the LG set coming in well under the £3,500 cost of the XEL-1.
More to come
That's a safe bet simply because the company has said it fully intends to build a whole range of OLED tellies that it will clearly need to sell in bulk to make financial sense. Sony's XEL-1 was always seen as something of a proof of concept with the price tag of a luxury item.
And, intriguingly, Reuters is quoting an LG exec as aiming even higher with OLED. "We are planning to unveil a 40-inch grade (OLED) product in a not too distant future," he told the newswire.
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J Mark Lytle was an International Editor for TechRadar, based out of Tokyo, who now works as a Script Editor, Consultant at NHK, the Japan Broadcasting Corporation. Writer, multi-platform journalist, all-round editorial and PR consultant with many years' experience as a professional writer, their bylines include CNN, Snap Media and IDG.