LG Electronics launched the world’s first 55-inch high-definition television with organic light-emitting diode display, or OLED high-definition television, in Seoul on Wednesday, and began receiving pre-orders.

Model 55EM9700 is 4 millimeters thick ― thinner than a smartphone ― and weighs about 10 kilograms. With anti-reflection technology, the contrast stays consistent regardless of the viewing angle or lighting. The device is priced at 11 million won, or about $10,000.

In contrast to traditional RGB TVs that use red, green and blue in the pixels, LG’s new TV additionally includes white in its sub-pixels for better expression of colors, which it calls WRGB.

On top of that, LG’s new TV has advanced color refinement and a fast-responding display with minimum distortions, LG said.

The new model was introduced at the 2012 Consumer Electronics Show in Las Vegas. LG launched the product about a week before the 2013 CES, which will be held Jan. 8-11.

Besides LG, Samsung also has been developing an OLED TV. Although Samsung received the 2012 KES Innovation Award for its 55-inch OLED TV, it has not yet disclosed the exact date of launch for its version.

Rolling out the new model faster than its rival company Samsung, LG vowed in a statement that the new product would play a vital role in the next-generation global TV market.

By Chung Joo-won (joowon@heraldcorp.com)