Can a TV be art?
LG says 'yes.' Unveiled at April 2013 in Berlin, this is the company's Gallery OLED TV.
Now, this is an OLED TV that you can mount on your wall.
And that's not all.
It comes with this bizarre Gallery-esque picture frame around the side that LG will chuck in when you buy one.
This model here shows a cut-away so that you can see what the speakers will look like behind this canvas
But if you take a look at some of these other models that are on display, you can see some more fanciful concept frames that LG might start making if enough people buy these TVs.
If that's not quirky enough for you, it also folds away from the wall, so you can position it at an angle.
Now, LG already has a curved OLED TV, but is curved really better?
Does it really add to the viewing experience?
It's not that clear.
So, you might want to opt for the more traditional flat screen.
This is a 1080p display, it's not the new 4K
But that's not a huge issue, to be honest, because OLED looks so fantastic by itself.
It's a kind of screen technology that's currently mostly used in mobile phones.
And it means that blacks on screen look really, really dark; and colors are really, really bright.
It's coming out in Europe first, but it will also be coming to the States.
For more from IFA, check out CNET.com/IFA.
I'm Luke Westaway, and this is LG's Gallery OLED TV.
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