BERLIN -- This is LG's OLED TV with high dynamic range (HDR), which is set to be the next big thing in televisions.
LG's OLED TVs with HDR aim to give you a rich and life-like contrast between deep dark shadows and bright white highlights on the same screen.
Unlike recent TV innovations like high definition and 4K, HDR isn't about adding more pixels: it's about doing more with the pixels you have.
OLED TVs like this one are well suited to HDR because the strength of OLED TVs is producing a perfectly dark shade of black and a very bright white on the screen at the same time.
There isn't a huge amount of content yet that shows off the new technology, but Amazon Instant Video is leading the way and LG says Hollywood studios are on board.
Here you can see the difference between an LCD TV on the left and an OLED TV on the right. It's worth noting, though, that this is a demonstration by LG. So of course it's designed to show off the OLED TVs in their best light.
Adding HDR makes a clear difference to movies and TV. The brighter highlights really pop from the screen without losing the solid black shadows that provide such a pleasing contrast.
Here you can see how slim the OLED TVs are.