LG Electronics showed off a "wallpaper" thin television as TV makers vied for the spotlight ahead of the Consumer Electronics Show officially opening here on Thursday. As in years past, the South Korean consumer electronics giant staked out the opening slot in a day rich with back-to-back press briefings by industry titans.
LG and rivals touched on hot themes at this year's show - including robots, appliances equipped with artificial intelligence, and self-driving car technology.
A surprise star of the presentation was a strikingly thin LG Signature OLED flat-screen television simply branded "W."
The super high-definition TV measured just 2.57 mm thick in a 65-inch screen model. LG boasted that a larger screen model garnered a CES Best of Innovation Award.
"Why the 'W'?" LG Electronics USA marketing vice president David VanderWaal asked rhetorically during the presentation.
"Wallpaper. Window. Wow," he said.
The screens are designed to affix to walls with magnetic brackets, protruding less than 4 mm.
SONY OLED SHINES
Sony used CES to introduce a stunning A1E series Bravia OLED television in a shift to image technology that had been terrain ruled by LG in the US market.
"It renders every detail of an image," Sony Corporation chief executive Kazuo Hirai said of the new flagship TV at the company's booth on the CES show floor.
"You will see more than you every thought possible in a display."
Sony eliminated speakers from the A1E series, creating technology that generates rich sound by making the screen vibrate in what Hirai boasted to be an industry first.
Google's Android TV software for accessing internet content was also built into the screens, according to the Japanese consumer electronics and entertainment titan.
Hirai promised a rising sea of 4K resolution content for high-definition screens.
China's fast-growing television maker TCL was at the show with a mission to expand its market.
TCL unveiled 25 new Roku-enabled TV models heading for North America, boasting improved high-definition imagery and enhanced audio. TCL partners include internet powerhouse Google and its Android TV offering.
He introduced a new flagship "X" series television that will launch first in China and then be rolled out elsewhere.
South Korean consumer electronics giant Samsung unveiled a new 75-inch QLED TV model at its CES press gathering, along with a company-first gaming laptop.