Yesterday was the day Samsung declared war on the television manufacturing industry by launching the first curved organic light-emitting diode (OLED) screen in Australia, beating rival LG by only a few days. The TV was first unveiled in January at the International Consumer Electronics Show and the 55-inch Samsung screen is now available in Australian stores for $10,999.

It is believed that this new type of TV will replace LCD screens because they are naturally brilliant and vivid, deliver their own lighting source, have brighter colours, much higher contrast ratios, pure blacks, and a faster response time to eliminate motion blur. The screen is curved because it is believed that this will provide a more immersive experience for viewers.

Brad Wright, the audio visual director for Samsung Electronics Australia, said that “Australia is only the fourth country in the Samsung group to get this technology…this really is bleeding edge technology.”

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Samsung will not be the only OLED manufacturer in Australia for long, however, with rival LG announcing that they will launch their own curved OLED screen next week. They are yet to announce pricing for the TVs. LG marketing general manager, Lambro Skropidis, said that “the curved OLED is proof of our commitment to commercialising the most cutting edge technologies.”

It has also been announced that both Samsung and LG will launch 55 and 65-inch 4K Ultra High Definition televisions in Australia, which are said to offer four times the resolution of current full high definition TVs. LG is yet to announce pricing, but Samsung have said that the 55-inch will retail at $4999 and the 65-inch at $6999, making them quite affordable.

Phil Newton, the vice-president of consumer electronics for Samsung Electronics Australia, said that their “intention was to ensure the ultimate experience at the most affordable price possible.”