LG has announced plans to sell televisions that incorporate both 4K ultra-high definition resolutions and OLED panels.
The firm said a curved 65in (165cm) set would go on sale in Europe, South Korea and North America in September.
It calls the move a “first” since other firms sell models that offer either one or the other technology, but not both.
But while LG described it as a “game changer”, one expert said the move “did not make economic sense”.
