TV war ignites with Samsung launching curved OLED TVs Samsung launches its curved OLED TV in Australia. The screens offer brighter colours, much higher contrast ratios, pure blacks and a faster response time. A FRESH television war kicked off today, with Samsung launching its first curved OLED screen in Australia, in addition to two new 4K, Ultra High-Definition TVs, beating its rival LG by mere days. After first unveiling the TV at the International Consumer Electronics Show in January, Samsung will today launch a 55-inch curved OLED TV in Australian stores for $10,999. OLED or organic light-emitting diode displays have naturally brilliant and vivid screens. They contain a film of organic compound that emits light when it encounters an electric current. The screen is curved towards viewers to provide a more "immersive" experience. The new TV type replaces LCD televisions, with the OLED screen delivering its own lighting source, brighter colours, much higher contrast ratios, pure blacks, and a faster response time to "virtually eliminate motion blur," Samsung Electronics Australia audio visual director Brad Wright said. Mr Wright said the OLED screens had been a long time coming but would eventually be in many Australian lounge rooms. "Today not only are we launching Australia's first OLED TVs, but Australia is only the fourth country in the Samsung group to get this technology," he said. This really is bleeding-edge technology. But Samsung will not be the only curved OLED maker in Australia for long, however. Fellow South Korean TV maker LG announced it would launch its rival curved OLED in Australia next week, but has yet to reveal prices for the television. LG marketing general manager Lambro Skropidis said the new OLED screens would revolutionise TV in Australia. "Driving the evolution of TV in a new and exciting direction, the curved OLED is proof of our commitment to commercialising the most cutting-edge technologies," Mr Skropidis said. Both companies will also launch 55 and 65-inch 4K, Ultra High-Definition televisions in Australia, with Samsung revealing prices of $4999 and $6999 for the screens that offer four times the resolution of current full high-definition TVs. "Our intention was to ensure the ultimate experience at the most affordable price possible," Samsung Electronics Australia consumer electronics vice-president Phil Newton said. The new 4K televisions will join an 85-inch Samsung model also launching this month.