Samsung and LG Mulling over When to Release New TV Models

Samsung Electronics and LG Electronics are employing different TV launch strategies for the second half of 2020, in which they are expected to release ultra-high-priced TV products worth hundreds of millions of won. The two Korean TV giants have been waging a TV war since 2019.

Samsung Electronics, the global No. 1 TV producer, is considering releasing a home micro LED TV to the market this September as planned. Despite the COVID-19 pandemic, Samsung Electronics is determined to go ahead with its sales strategy premium products without any changes.

The company plans to launch 90- to 100-inch micro LED TV models which are suitable for home installation. Earlier, Han Jong-hee, president of Samsung Electronics' video display division, announced at CES in January that Samsung Electronics will release micro LED products ranging from the 75-, 88-, 93- and 110-inch household models to 150- and 292-inch models in the second half of 2020.

Micro LED TV models are loaded with next-generation displays that do not have limitations in terms of bezel, size, aspect ratio, and resolution. They offer a high image quality of 8K or higher. A 148-inch micro LED TV retails for 400 million won to 500 million won.

LG Electronics is more cautious about launching the industry’s first rollable OLED TV, which it developed in 2018. It initially planned to launch the new model in the third quarter of this year. Yet in light of the collapse of the distribution channels due to the spread of COVID-19, the company is considering delaying the launch of the model after the fourth quarter of 2020.