LG OLED is the latest and most innovative technology in TV. All of the screen’s pixels are self-lit. They work independently to emit their own light unlike any other TV technology on the market.. Only this technology achieves absolute perfect blacks and therefore the ultimate picture quality. LG’s OLED redefines TV and delivers the most exquisite viewing experience. ULTIMATE PICTURE QUALITY: Perfect black levels, outstanding colours, infinite contrasts and the sharpest details. LG BX produces the ultimate picture quality with the most outstanding colours, infinite contrasts and sharpest details. This is due to the innovative LG OLED technology, 4K Ultra HD display resolution, Cinema HDR including Dolby Vision and the new LG ?7 Gen 3 Processor, the brain of the TV. Moreover, the LG BX is packed with other innovative features to maximise your gaming, sports and movies experience. It includes AI Upscaling and Auto Genre Selection which automatically detect the content you are watching and optimise it to the highest possible output. It also features G-Sync, Free-Sync and ALLM (Auto law latency mode) which enable a smooth and synchronised gaming experience. For cinema fans, Filmmaker Mode ensures that films are displayed in the quality closest to what the filmmaker had intended. SOUND QUALITY: immersive three-dimensional sound. An oustanding picture quality requires an outstanding sound quality. That?s why the LG BX gives you an immersive three-dimensional sound experience that make you feel as if you are truly there inside the action. This is due to features such as Dolby Atmos and AI Sound Pro. The sound is also intelligently and automatically optimised based on the settings and location of your TV, to ultimately give you the best entertainment experience whilst watching a movie with your family, supporting your football team with friends or playing your favourite games.