LG has been the dominant player in OLED TV for the last several years. RTINGS’ current rankings of the best available TVs is dominated by LG OLED models from the last two years, with the 2021 LG G1 OLED holding the number one spot for most of the last year.

The company will be unveiling its latest TV offerings next week at International CES in Las Vegas. But ahead of that, the related company that makes LG’s OLED panels showed a peek of what’s to come in the next TVs.

LG Display announced December 29 that its next OLED technology is called “OLED.EX.” EX, the company said, stands for “Evolution” and “eXperience,” which “represents the company’s goal of providing customers with new experiences through its ever-evolving OLED technology.”

The company promises a display thirty percent brighter than conventional OLED displays. The key is its use of deuterium compounds which, per the company, “are used to make highly efficient organic light-emitting diodes that emit stronger light.”

“Despite the global TV market experiencing a 12 percent decline this year, we still observed a 70 percent growth in OLED sales,” Dr. Oh Chang-ho, Executive Vice President & Head of the TV Business Unit at LG Display, said in a statement. That tracks with national trends that show higher-end TVs weathering the pandemic more than lower-end models.

“With our new OLED.EX technology, we aim to provide even more innovative, high-end customer experiences through the evolution of our OLED technology, algorithms and designs.”

According to a separate report by Gizmodo, the new technology will be used in every OLED TV manufacturers by LG Display in two factories in South Korea and China, beginning in the second quarter of 2022.

LG Display, which was started as a joint venture, is a different company from LG Electronics, which manufactures and sells TVs, although LG Electronics buys the panels from LG Display. Other companies also buy OLED panels from LG Display, and reports this month reported that Samsung Electronics is planning to buy them as well, despite their status as longtime rivals.

In another announcement this week, LG Display announced that it will debut Transparent OLED solutions, mostly for commercial applications, at the Consumer Electronics Show (CES). These include the OLED Shelf, as well as a concept called Shopping Managing Showcase.

While many major exhibitors, including Amazon, T-Mobile, and Microsoft, have announced that the Omicron variant will keep them out of in-person participation in CES, LG is still on board. LG is scheduled to hold its CES press presentation on Tuesday, January 4, the day before the official opening of the show.

Stephen Silver, a technology writer for The National Interest, is a journalist, essayist and film critic, who is also a contributor to The Philadelphia Inquirer, Philly Voice, Philadelphia Weekly, the Jewish Telegraphic Agency, Living Life Fearless, Backstage magazine, Broad Street Review and Splice Today. The co-founder of the Philadelphia Film Critics Circle, Stephen lives in suburban Philadelphia with his wife and two sons. Follow him on Twitter at @StephenSilver.

Image: Reuters