LG announces home entertainment strategy at IFA

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Speaking at a roundtable at IFA 2015 in Berlin, a top official of LG Electronics (LG) revealed the company’s plan to sell five times as many OLED TVs as it did in the first half of the year with the aim of making LG OLED the new standard of TV by the end of 2015.

With a goal of selling more than one LG OLED TV per minute, Brian Kwon, executive vice president and CEO of LG’s Home Entertainment Company, cited four overarching marketing directions designed to solidify LG’s leadership role in the home entertainment market: leading the global OLED TV market with an expanded OLED TV line-up, conducting enhanced marketing campaigns to expand OLED TV’s market penetration, strengthening its dominant position in the smart TV platform business and enhancing profitability in the audio video product segment.

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LG says that following the unveiling of its ‘world’s first’ high dynamic range (HDR)-enabled 4K OLED TV, LG will incorporate HDR technology in more of its OLED TV line-up. LG  adds that it is confident that the announcement of OLED TV products from other manufacturers will accelerate the adoption of OLED TV by more and more consumers and expand the segment within the TV market.

The company will also invest in a variety of marketing campaigns to increase international sales of its OLED TVs with product introduction tours and OLED displays at major airports around the world. LG is confident that strong reviews of LG OLED TVs from product testing organisations and media outlets will drive more interest in consumers, it says.

The company adds that it will continue to expand its webOS platform with more smart TV content from partners such as Netflix and YouTube, movies from local content suppliers and a range of new applications. The company will kick off an HDR content streaming service for webOS 2.0-enabled smart TV users in partnership with Amazon and roll out its Value Pack Upgrade for webOS 1.0 users which includes free features available in webOS 2.0.

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