In a Monday announcement, LG Electronics revealed that has now started accepting the pre-orders for its 55-inch curved OLED TVs in South Korea; a move that underscores LG's attempts to retain a lead over Samsung Electronics with regard to the next-generation panel technology OLED - organic light emitting diode - which is not only more energy-efficient, but also offers better picture quality.

According to the LG announcement, more than 1,400 LG retail stores in South Korea have started taking orders for the flagship-size 55-inch curved OLED TVs; the deliveries of which will begin in May. The cost of the premium TVs is approximately 15 million won (S$16,650).

It was at the Consumer Electronics Show in Las Vegas this January that the curved OLED TV model - 55EA9800 - was unveiled. However, at that time, the curved model was considered only to be a conceptual design which drew attention to the flexible properties of OLED screens.

With the shipping of flat screen OLED TVs having commenced to the Korean customers in February, the latest announcement by LG marks for the first time that a Korea-based device manufacturing company has commercialized flat screen as well as curved OLED TVs.

About the 4.3mm thin, 37-pound curved OLED TV, which features LG's proprietary WRGB technology, Kwon Hee-won - President and CEO of LG's Home Entertainment Company - said: "Our Curved OLED TV is not only the proof of LG's unmatched leadership in next-generation displays but also a testament to LG's commitment to bringing to market the most exciting TV technology available today."