BERLIN -- It's the spirit of '77 for LG, as the South Korean tech giant has lifted the lid on the world's biggest 4K OLED TV.
As if that wasn't enough, the 77-inch monster, shown off at the IFA tech fair in Berlin, has a curved surface.
As well as doubling as a half-pipe, LG reckons the gentle curve "fills the viewer's field of vision more completely than a flat-screen TV." The new model follows in the footsteps of a 55-inch curved model, which was revealed at the start of the year.
The TV has an Ultra High Definition resolution, also known as 4K. This packs roughly four times as many pixels as 1080p HD, though there's currently next to no 4K video available for you to watch on this monolithic gogglebox.
We're not convinced that curved TVs are the future, and have seen curved efforts from Samsung that appeared to distort images around the edges, in a most unpleasant manner.
LG has held off on detailing when we can expect to see its new toy hit shop shelves, but expect to wait a little while, and then expect to sell several organs if you want to own one -- this TV is guaranteed to be massively costly.
At IFA, LG also has a flat "Gallery" OLED TV that comes with a quaint picture-frame surround, which masks a speaker.
Would you like a curved TV, or is it a daft idea? Let me know in the comments, and be sure to peruse much more of our stellar IFA news, hands-on, photos and videos.