best new product – consumer electronics

LG OLEDC9, LG ELECTRONICS

Unveiled at CES 2019 and launched to the UK public in April later that year, the LG C9 OLED TV is one of the industry’s most awarded TVs and currently the highest-scoring TV that Which? Magazine has ever reviewed.

Receiving a CES Best of Innovation award in video display category, the C9 continued its winning streak in the UK, picking up a T3 Platinum Award, What Hi-Fi and Trusted Reviews TV of the year awards, an avforums Highly Recommended award, and being crowned Tech Radar’s Product of the Year 2019, amongst many other accolades – including iF and Red Dot design awards.

The LG C9 is available in three sizes (55”, 65”, 75”) and represents a triumph of OLED evolution, improving every aspect of its performance thanks to the addition of artificial intelligence.

The α9 Gen 2 processor elevates picture and sound quality with deep learning technology and access to an extensive database of visual information. This allows the processor to optimise the images by recognising source quality and implementing the best algorithm to display a stunningly real image. The processor also analyses ambient conditions to achieve the optimal level of screen brightness.

The C9 intelligently adjusts content compatible with Dolby Vision to ensure an outstanding HDR experience, even in brightly lit conditions. The α9 Gen 2 also fine-tunes audio according to content type, making movie and TV dialogue easier to understand and delivering crisp, clear vocals in songs. While the AI can adjust audio settings to ideal levels based on the environment, users can also make manual adjustments if they wish. It also features Dolby Vision for an outstanding HDR experience and Dolby Atmos for realistic, immersive audio.

According to market research firm IHS Markit, in Q4 2019, global OLED TV sales topped one million units (1.1m) in a quarter for first time, underlining the surging demand for high quality TVs and viewing experiences. LG, the leading manufacturer of OLED TVs, accounted for over 50 percent of the market, selling five million units to date and approximately 0.6 million units in Q4 2019. Sales market data this year also shows that in July, LG has taken the number 1 value position in the UK market with a 28.9% share value. Moreover, LG’s biggest growth this year to date is in supporting the Independent Trade, with data showing a jump from 15.8% to 22% in value for that period, with LG being the only major TV brand to grow consistently over this time.