Dealerscope: What other projects are LG working on with Amazon and its Amazon Instant Video service to push more 4K content into consumers’ homes—and when can we expect these to come to fruition?
VanderWaal: We want to be in the forefront and certainly, Amazon as well as Netflix are right there, streaming out 4K content. I can’t disclose more details about exactly what those will be or when, but I can say we’re looking to be the brand—the hardware, if you will—that will really push this understanding for consumers forward. There’s more to come. I’d anticipate we’ll have some announcements around this kind of thing at CES.
I want to make sure retailers understand that we’re not just trying to say 4K content is the only way to enjoy these UHD TVs. The upscaler that we have on our UHD sets—the Tru-Ultra HD Engine—is very, very good. It takes that 1080p content and gets it closer to what 4K content could look like.
So whatever content consumers are watching, even if they don’t stream or get an accessory to play 4K content, these sets will still improve the number-one thing they want from television: picture quality. And we will demonstrate that in stores as well, offering video loops for the retailers to show what the upscaler does to traditional 1080 content. n