Dealerscope: Talk about how the recorded concert will be deployed at retail to your dealers for demo purposes. What helps are you providing dealers to promote Ultra HD 4K TVs using this event?
VanderWaal: Having content availability in-store is important, we think, so consumers can see what full 4K content looks like, and can hear what good sound is like. So we will be playing it in the store, and there will be LG branding on the loop that people can see during breaks in the video; it’ll be retail-friendly, with snippets shown. Throughout that, LG IDs will be intermingled.
The other part of it is, instant streaming is a bit difficult at retail, as you can’t count on the Internet with its bandwidth issues, which in a retail environment are erratic.
At a retail level, we think it’s a home run, because we’re finding that consumers want to see on demo with 4K the things they’d watch at home, in the store—they don’t necessarily want to watch the manufacturer’s or the retailer’s loop.
Bringing things like U.S. Open 4K content—of which we were an exclusive consumer electronics sponsor—and the Tony Bennett/Lady Gaga 4K content—those are the ways consumers can really visualize how great this TV’s going to be in their home.
We also wanted to make sure with this content to showcase our exclusive webOS platform, which is very easy to use—it’s not a bunch of tiles. No one in a household will have to try to figure out switching between a Blu-ray player and the app; it’s all browser-based, and we love that, because now we can tell our streaming music story and also show off the webOS platform at the same time.
Dealerscope: The presentation of this event can be made to great effect on LG TVs equipped with Harman Kardon audio complements. But LG also sells other UHD series that don’t have the H/K sound system. Talk about how the concert streaming can help dealers to sell LG-branded soundbar systems as well as LG TVs themselves.
VanderWaal: The great thing now is the breadth of our UHD lineup—multiple sizes and feature packs. For someone with an outdated audio system or who doesn’t want additional accessories in their entertainment room, there’s the Harman Kardon speaker-equipped TVs. But for the others, in our key retailers, we do have soundbars hooked up live, so you can hear what our TVs will sound like bundled with a soundbar. Demo will be encouraged both ways.