LG unveiled a 77-inch flexible OLED TV at the 2014 International Consumer Electronics Show on Monday, in tandem with competitor Samsung's own buzzworthy bendable TV announcement.
The new LG television lets users adjust the angle of a TV screen with a remote control, switching the viewing from a flat screen to a curved screen. The result, LG hopes, is an appealing and tailored viewing experience.
"LG's Flexible OLED TV is a product that has to be seen to be believed because it defies description," Hyun-hoi Ha, CEO of LG's Home Entertainment Company, said in a press release. "What curved is to flat, flexible is to curved. LG continues to lead the evolution of televisions into the next generation."
While the company is trying to bank of the novelty of the adjustable screen, its model will have to share the CES showroom with Samsung's recently announced bendable LED LCD TV with 4K resolution. Samsung introduced its bendable TV with much fanfare earlier in the day.